Canadian companies are stepping up efforts to tap China's vast consumer market, using the ongoing China International Consumer Products Expo as a launching pad for new products and deals as bilateral trade relations between the two countries show signs of renewed momentum.

Canada attended the sixth edition of the expo in Hainan province as the guest country of honor, sending its largest-ever delegation with about 40 companies across sectors including agricultural products, cosmetics, pet food and wellness products.

The expo in the provincial capital of Haikou has increasingly become a platform for foreign brands seeking market access in China — the world's second-largest consumer market and home to a rapidly expanding middle-income group.

"Canada has so much to offer the world — from clean technology to premium foods and world-class consumer products," said Canada's Minister of International Trade Maninder Sidhu at the opening of the Canadian pavilion on Monday.

Sidhu said the participation reflected commitments under the China-Canada Economic and Trade Cooperation Roadmap signed earlier this year, signaling both sides' willingness to deepen economic engagement.

The renewed cooperation comes as both countries look to expand joint business in areas ranging from agriculture and consumer goods to green technology and advanced manufacturing.

Among the companies using the expo to launch new products was Canadian medical technology firm WAT Medical, which unveiled a wearable weight-management device based on targeted neuromodulation technology on Tuesday.

Joe Xu, operations director at the company, said the expo provided more than a traditional trade fair function.

"It's not just a venue for launching products," Xu said. "It's also an important window for understanding global consumption trends and connecting with industry partners."

The company already sells products such as motion-sickness and headache relief wearables on Chinese e-commerce platforms, where sales have been rising steadily in recent years.

Canadian officials said the expo has become a key channel for businesses seeking entry into China's consumer market.

Behzad Babakhani, consul general at the Consulate General of Canada in Guangzhou, said the expo forms part of broader efforts to expand commercial engagement as bilateral relations enter a new phase.

"There's a lot of interest and engagement," Babakhani said.

Foreign companies are also closely watching policy developments in Hainan Free Trade Port, where the FTP's island-wide special customs operations were launched late last year — a landmark step expanding high-standard opening-up and promoting an open world economy.

Xu said his company was evaluating the possibility of establishing an operational presence in Hainan to benefit from the policy framework.