SHANGHAI; 6-10 November 2025 – New Zealand's natural health pioneer Tracel unveiled a strategic evolution at the 8th China International Import Expo, expanding from oral beauty into comprehensive health & wellness nutrition. This decisive move marks a significant milestone in the brand's 45-year journey and reflects the growing sophistication of China's health market.

Global Spotlight

The brand's immersive "Trace The Global Essence of Nature" booth became an instant highlight, the idea of showcasing the brand journey from farm to factory, from raw extract to refined essence — from New Zealand’s golden region to the world, drawing diplomatic guests and media attention, including Chinese central media CCTV.com and People.cn (People's Daily Online).

The strategic importance of Tracel's expansion was underscored when New Zealand Trade Commissioner Joris de Vocht joined Tracel executives for a ribbon-cutting opening ceremony, that symbolized both the brand's deepened connection to Chinese consumers and the strong support from New Zealand's trade authorities.

"This CIIE moment represents our strategic pivot into holistic health & wellness," stated Martin Essery, Global COO of Tracel. "China's evolving health consciousness demands pushing us forward for this expanded vision."

While Commissioner de Vocht noted: "It is always inspiring to see New Zealand exporters proudly representing our brand and story here in China. New Zealand is known gloablly for its clean, purity, green environment and high-quality products, and it's great to see Tracel bringing that essence to the Chinese market." He expressed his anticipation for Tracel's continued growth in this dynamic market and wished them a productive and rewarding CIIE.

The diplomatic engagement continued with visits from New Zealand Ambassador to China, H.E. Dr Jonathan Austin and Consul-General to Shanghai, Mr Ardi Barnard, who explored the central traceability Microworld – a detailed diorama revealing the journey of Tracel's hero ingredient - Boysenberry, from New Zealand's pristine Nelson region to finished product, illustrating the brand's "from farm to factory, from raw extract to refined essence" philosophy in a tangible, engaging and transparency safety manner.

Media Recognition

The strategic significance of Tracel's expansion resonated beyond the exhibition hall, attracting extensive coverage from China's most authoritative media outlets. CCTV.com conducted an exclusive interview with brand executives, diving deep into the strategic thinking behind Tracel's "Global Quest" for rare natural ingredients and its evolving brand philosophy. Simultaneously, People.cn featured an in-depth exploration of the booth through live broadcasts, showcasing Tracel's unique New Zealand provenance and scientific approach to a national audience, thereby amplifying the brand's reach and strengthening its credibility among Chinese consumers.

Scientific Analysis

Within the interactive zones, Tracel demonstrated its scientific approach to health and wellness through personalized experiences. The skin analysis service area consistently attracted queues, with specialists using advanced devices to provide detailed assessments and customized recommendations. This emphasis on personalized solutions highlighted Tracel's commitment to moving beyond one-size-fits-all products towards tailored wellness strategies.

Adjacent to this, the tasteling counter offered visitors the opportunity to sample the brand's signature boysenberry formulations, allowing them to experience product quality first hand. The 6 important ingredients also made to a unique Blind Box to engage and allow the consumer to understand what's behind Tracel. This idea made health supplementation both enjoyable and accessible.

Complementing these physical interactions, Tracel's live streaming sessions on popular e-commerce platforms extended the CIIE experience to digital audiences across China, featuring the annual CIIE promotion to make their products more accessible while maintaining the brand's premium positioning.

Forward Vision

We’ll remain committed to our core values: “Natural, Extracts, Healthy.”

Rooted in New Zealand’s purity, Tracel will continue its global quest to discover rare and active natural nutrients. Guided by science, we aim to decode nature and elevate holistic inner health and wellness. Leveraging CIIE as a strategic platform to strengthen visibility and consumer trust, our goal is to establish Tracel as a "global benchmark in natural health supplement brands" within the next five years.