The launch ceremony for the "Silk Road E-commerce Selection" event and the 2026 Shanghai livestream e-commerce week was held on June 1 in the Hongqiao International Central Business District.

The program brings together products, food, culture, tourism, and lifestyle experiences from countries and regions around the world. Organized around five themes — African products, Latin American tourism and culture, food and beverages, fashion and beauty, and home and lifestyle — the initiative features more than 20 consumer-focused activities through online showcases, dedicated livestreams, themed markets, and offline product selection events.

Some of the featured events include:

African Products Festival

This festival showcases more than 50 African products previously featured at the China International Import Expo. Highlights include premium coffee beans from Ethiopia and Burundi, authentic African sandalwood bracelets, South African handicrafts, and wild honey from Zambian primeval forests.

Meanwhile, at the Hongqiao International Coffee Harbor, participating merchants are offering limited-time promotions on products related to African coffee culture, including Ethiopian coffee beans, specialty coffee drinks, imported coffee beans, and coffee accessories.

When: June 1–7

Where:

- 1F, Hongqiao Pinhui

- 2F, Hongqiao International Coffee Harbor, Hongqiao Pinhui

2026 Viva Latino

Returning for its second edition, the Viva Latino festival is being held in collaboration with the consulates of Colombia, Brazil, Panama, Peru, and Mexico. This year's event focuses on products, culture, and specialty coffee from the five countries.

The festival features a Latin American market offering products from Latin American countries, as well as a dedicated specialty coffee zone showcasing award-winning coffee beans. The specialty coffee zone is also designed to help turn exhibits into retail products more quickly. In addition, visitors can experience themed installations inspired by Latin American landmarks and cultural symbols. Live performances throughout the day include samba, tango, and Mexican-themed parades.

When: June 5–7 and June 12–14

Where: Xintiandi The Hub (South and North zones), No 688 Shenchang Road, Minhang district

G-Hub home and lifestyle festival

The seven-day festival presents home and lifestyle products from the Middle East, Asia, and Europe through a series of themed showcases.

Featured products include Iranian enamelware, Afghan carpets, Syrian Aleppo soap, Pakistani salt lamps, handicrafts from Nepal and Uzbekistan, along with imported tableware, home textiles, fragrances, and decorative items from Europe. Promotional activities throughout the event include spending-based discounts, daily flash sales, bundled offers, new-customer gift packages, and complimentary gifts for qualifying in-store purchases.

When: June 1–7

Where: Greenland Global Commodity Trading Hub and Greenland CIIE Bazaar

"Silk Road E-commerce Selection" livestream e-commerce week

Taobao and Tmall have launched a dedicated online section featuring imported foods, beverages, and fresh produce from around the world.

Featured products include tropical fruits from Southeast Asia such as mangosteens and durians from Thailand, as well as Italian dessert wines, Vietnamese coffee, Indonesian coconut products, Spanish chocolate, and other international food and beverage offerings.

When: June 1–7

Where: Taobao and Tmall platforms

Silk Road food showcase on Taobao Shangou

This online campaign works with partner restaurants from countries including Thailand, Italy, and New Zealand to promote international food and beverage offerings.

The event features themed days dedicated to different countries, curated food selections, and special offers designed to introduce consumers to cuisines and dining traditions from different parts of the world. Discounts, digital coupons, and other promotional incentives are available through the platform during the campaign.

When: June 1–7

Where: Taobao Shangou app

Source: Shanghai Municipal Commission of Commerce