Zhengzhou, February 21, 2024 – Shanghai Sinoexpo Informa Markets International Exhibition Co., Ltd. and Henan Frozen Cube Exhibition Group formally signed a strategic cooperation agreement in Zhengzhou. The signing ceremony witnessed a vibrant atmosphere, with chairpersons and senior executives from both parties gathering to celebrate the establishment of their joint venture, “Zhengzhou Sinoexpo Frozen Cube Exhibition Co., Ltd.” The collaboration spans six dimensions—branding, marketing, project development, resource integration, capital synergy, and regional expansion—marking a comprehensive partnership to drive high-quality growth in the food industry and inject fresh vitality into the sector.
Shanghai IM Sinoexpo, a leading Sino-foreign joint venture in China’s exhibition industry, boasts a portfolio of renowned trade fairs. Its flagship event, HOTELEX Shanghai (The Shanghai International Hotel & Catering Industry Expo), stands as Asia’s largest and most influential platform for the hospitality and foodservice sectors. The exhibition covers upstream and downstream industry chains, including commercial kitchen equipment, tableware, premium food ingredients, beverage supply chains, coffee and tea solutions, bakery and ice cream technologies, alcoholic beverages, food processing and packaging machinery, and franchise resources.
Building on its Shanghai flagship, the HOTELEX series has adopted a global expansion strategy: “Rooted in the Yangtze River Delta, anchored in the Greater Bay Area, expanding into Central-Western China, and advancing into Southeast Asia.” In 2024, the series will tour major domestic and international commercial hubs—Shanghai, Guangzhou, Chengdu, Jakarta, Bangkok, and Shenzhen—showcasing over 12,000 premium exhibitors and attracting more than 920,000 professional visitors. The partnership with Frozen Cube not only reinforces IM Sinoexpo’s localization strategy to penetrate the “Central China Granary” market but also propels Frozen Cube’s leap from a regional leader in Henan to a national and global player.
Building Bridges of Collaboration and Ushering in a New Chapter for the Food Industry
At the ceremony, Mr. Wang Mingliang, Founder and Executive Director of Shanghai IM Sinoexpo, commended Frozen Cube’s expertise in the frozen food sector, praising its Frozen Food Expo as a “highly popular, large-scale, and professional event.” He emphasized that the partnership marks a significant milestone for the exhibition industry, combining IM Sinoexpo’s localized operational strengths with Frozen Cube’s platform to launch a “four-exhibition -Interaction” initiative in 2024. This collaboration is expected to elevate China’s exhibition industry to new heights of scale, depth, and global competitiveness.
Mr. Chen Zhenjie, Vice President of the China National Food Industry Association and former Deputy Director of Henan Province’s Department of Industry and Information Technology, hailed the partnership as a landmark strategic move. “This alliance is not only a consolidation of corporate strengths but also a critical exploration for innovation and upgrading in the food industry,” he stated. He expressed confidence that the collaboration would set a benchmark for high-quality development in the sector.
Mr. Mu Peilong, Chairman of Henan Frozen Cube Exhibition Group, underscored the transformative potential of the partnership. “This agreement lays a solid foundation for Frozen Cube’s future growth. We will leverage IM Sinoexpo’s professional expertise and industry influence to innovate our business models, expand market share, optimize talent structures, and enhance team capabilities,” he remarked. Frozen Cube remains committed to open, collaborative, and win-win partnerships to shape a brighter future for the industry.
Following the speeches, Mr. Wang Mingliang and Mr. Mu Peilong signed the strategic agreement amid applause from attendees, formally establishing the partnership and heralding a new developmental phase for Frozen Cube.
