A foreign merchant shops for small commodities such as drone toys, gifts, and other AI-powered products at the Yiwu International Trade City in Jinhua City, East China’s Zhejiang Province on September 26, 2025. Photo: Zhang Weilan/GT
How big is Yiwu International Trade City? “If you spend three minutes at each stall and visit the market for eight hours a day, it will take you a year and a half to see the entire trade city,” a staff member of the trade city told the Global Times.
As the world’s largest distribution center for small commodities, Yiwu International Trade City in Jinhua, East China’s Zhejiang Province, is both a window for Chinese goods to reach the world and a bridge for foreign merchants to enter and understand the Chinese market.
In recent years, emerging markets in Latin America, the Middle East, Africa, and Southeast Asia have seen a continuous surge in demand, becoming an important driver for Yiwu’s small commodities exports. Yiwu, known as the “capital of China’s small commodities,” is expanding its Belt and Road Initiative (BRI) circle of friends and accelerating its integration with global markets.
In 2024, Yiwu’s trade with BRI countries reached 413.34 billion yuan, marking a year-on-year increase of 18.2 percent, and accounting for 61.8 percent of the city’s total trade value, official data shows.
The latest data from Yiwu Customs shows that in the first eight months of 2025, Yiwu maintained double-digit growth in its major trading markets. Specifically, Yiwu’s trade with Africa, Latin America, ASEAN, and EU reached 96.83 billion yuan, 86.78 billion yuan, 62.87 billion yuan, and 57.39 billion yuan, respectively, with year-on-year increases of 19.2 percent, 15.2 percent, 48.4 percent, and 27.6 percent, respectively.
Over the same period, Yiwu’s total trade with Belt and Road countries amounted to 377.35 billion yuan, a year-on-year increase of 27.0 percent, representing 68.1 percent of the city’s total trade value, the chinanews.com.cn reported on September 16.
While Yiwu’s foreign trade scale continues to hit new highs, the city is also undergoing a transformation through reform and innovation.
From AI-powered “toy dogs” and translation machines to daily necessities such as suitcases and hairdryers, Chinese-made products are increasingly favored by consumers and merchants in emerging markets, especially among Belt and Road countries. Industry insiders say that these popular products do not rely on high-end technology but are based on a keen understanding of market demand and bold innovation on traditional goods.
Yiwu International Trade City comprises five sections, with the majority of goods being “small commodities,” such as toys, accessories, hardware. In the toy market area, colorful toy advertisements dominate the corridors, with Chinese, English, and Arabic being the standard languages, the Global Times reporters observed.
“The main customers here are from Africa, the Middle East, and South America,” said Sun Lijuan, a toy merchant who moved in when it first opened in 2023. She has witnessed the development and expansion of the toy market in Yiwu, now AI-powered dolls and robotic dogs have become global hits.
Leveraging sharp demand insights, flexible design, and reliable quality, Sun is among the first Yiwu merchants to use AI in foreign trade. Her shop, Hongsheng Toys, also known as Moly Princess, sells lifelike dolls and plush toys to international customers.
Sun Lijuan works inside her shop at the Yiwu International Trade City in Jinhua City, East China’s Zhejiang Province on September 26, 2025. Photo: Zhang Weilan/GT
Sun said this year’s exports include Mexico, Colombia, Russia, the UAE, and Egypt, with the US notably absent; previously, the US accounted for only 2 percent of business. In the first half of this year, sales of AI-powered dolls increased by about 30 percent, reaching more than 100 countries and regions, with particularly high market shares in Belt and Road countries, the Middle East, and South America.
Amid rising global economic volatility, Yiwu merchants are diversifying their markets and embracing global industrial chain restructuring. “We are in the global business, and diversification brings stronger risk resistance,” Sun said.
While small commodities have made Yiwu famous worldwide, the city is also exploring a transition from “small commodities” to “high-tech products” to raise the sophistication of its offerings.
As competition intensifies, Yiwu merchants are offering more differentiated products. Using AI technology for toy design and prototyping, Sun explained, “We first design for our clients, and after they choose from dozens of options, we proceed with the final samples.” The AI design software leverages mature technologies, offering significant advantages in time and cost savings, as well as improved design efficiency and accuracy. “We can produce design visuals in about a minute, saving on model and photography costs,” she added.
In Sun’s view, supportive local policies and merchants’ willingness to innovate and embrace AI keep Yiwu at the forefront of commerce.
Hub for global shoppers
International traders continue to flock to Yiwu in search of high-quality products. Many of them have highlighted the pivotal role that Chinese products play in the global trade landscape, offering traders a reliable source of high-quality goods that meet diverse market needs. One such trader is Yildiz Mehmet from Turkey, who recently shared his experiences with the Global Times.
With more than 15 years in trade, Mehmet has visited China many times to source kitchen tools, watches, and sunglasses for his business in Turkey. His most recent trip to Yiwu highlighted the ease and efficiency of finding products that meet his needs. “It’s really very comfortable and easy to find products here,” Mehmet said. “We had many kinds of choices. That’s why we always choose this market.”
Mehmet praised the quality and variety available in Yiwu. “We have a lot of categories in my country, but the quality and variety cannot compare to what China offers. China is the top of the world,” he noted. Mehmet also expressed his admiration for China, describing it as “a factory for the whole world.”
Yiwu’s reputation as a leading destination continues to draw traders who value its quality, variety, and accessibility.
The positive experiences underscore the significance of Yiwu International Trade City as a global trade hub, where traders can find the products they need to thrive.
“Chinese goods have a variety, different choices, high quality, and competitive prices,” he said. “There’s something for everyone, depending on their market needs and acceptability.”
A Yemeni businessman who currently works at UK-Canada Impex Co, which trades woven fabric, lighting, furniture, and building materials, told the Global Times that “Chinese goods have a variety, different choices, high quality, and competitive prices,” he said. “There’s something for everyone, depending on their market needs and acceptability.”
In Yiwu, one can always find high-quality products at competitive prices, Ali said. “Every year, I find new items and new technology. The quality is always improving, and there’s a wide range of products to choose from. Chinese products are highly regarded for their quality and variety, making them a top choice for traders like me,” he noted. “Chinese products have a significant impact on global markets, and I look forward to continuing my business here.”