At the Montenegrin stand at this year’s China-CEEC Expo, most of the wines presented were from Plantaže, with around twenty varieties on display. In addition to the wines, promotional samples not for sale—such as coffee, water, chocolate, and creams—were also exhibited to enrich the presentation, according to exhibitor He Bing.
The China-CEEC Expo is the only national-level fair in China focused on cooperation with Central and Eastern European countries. Since its first edition in 2014 and the launch of the investment and trade forum in 2015, the event has grown significantly. Between 2019 and 2023, over 3,000 companies from the region showcased more than 10,000 products, including those from Montenegro.
The fourth edition of the fair was held from May 22 to 25 in Ningbo, a city that has developed into a major hub for trade with the region, with an exhibition space of 80,000 square meters.
He Bing shared that her family’s company has been importing Montenegrin wines for nearly two decades. Her father, who was involved in foreign trade with former Yugoslavia since the 1990s, established a company in China in the early 2000s. The first container of Montenegrin wine arrived in 2009, initially not for sale but as gifts for friends and partners due to its high quality. At that time, some Western European exporters even bought Montenegrin wines for mass sale in China, rebranding them under different labels.
He Bing recalls that her father brought wine experts to the region for blind tastings, and based on their impressions, they chose Plantaže wines. What began as a gesture of appreciation grew into a serious partnership, expanding from one container annually to 20.
Montenegrin wine remains relatively unknown in the Chinese market, but He Bing emphasizes its excellent quality and taste. Many Chinese who lived or worked in the former Yugoslavia actively seek these wines upon returning to China, often recommending them to others. Chinese companies operating in the region also become loyal customers.
He Bing’s company has participated in numerous fairs across China, presenting not only wines but also agricultural and consumer products. In recognition of their efforts, the Montenegrin Embassy in China awarded the company a certificate in 2023 for maintaining a permanent Montenegro Pavilion at the Ningbo fair complex.
She acknowledges challenges, such as occasionally mixing products and visuals from different countries at the stand, which they now take care to avoid.
He Bing expressed admiration for Montenegro, especially after visiting for the first time. She noted its natural beauty—seas, mountains, lakes, and vineyards near the airport—and believes the environment plays a key role in the quality of its wines.
Despite holding the pavilion certificate, her firm remains a private Chinese company without steady institutional support. She notes that some other countries receive government backing for their stands, which makes a difference. For example, Georgian wines gained popularity in China largely due to promotional efforts by high-level officials. She hopes Montenegrin institutions will also engage more in promoting their national products and strengthen trade relations with China.
