Chongqing - A delegation of more than 20 German chief executives wrapped up a multi-day visit to Chongqing on March 18, 2026, exploring cooperation opportunities in the southwestern Chinese metropolis that serves as a critical logistics gateway linking Europe and Asia.

A delegation of more than 20 German CEOs wrapped up a multi-day visit to Chongqing on March 18, 2026. (Photo/Deng Nan)

The delegation, composed of CEOs from German retail, food, beverage, manufacturing, trade and investment sectors - including representatives from large corporations, century-old family-owned enterprises and listed companies - toured key logistics facilities and attended an investment promotion conference. Their visit underscores growing German corporate interest in China's western regions amid shifting global supply chains.

Thomas Bonschab, CEO of TiNC International and co-initiator of the CEO China Circle that organized the trip, said the visit aims to rebuild business connections that have weakened in recent years.

"This is a very new initiative that came up after our last visit with CEOs to China," Bonschab told reporters. "Establishing a China Circle will try to bring together German CEOs with an interest in business in China, thereby building bridges between China and Europe, and making up for the loss of knowledge that has happened."

Peter Esser, CEO of dfv Media Group and the other co-initiator of CEO China Circle, noted strong demand from the German business community. "German companies, and indeed German society, still don't know enough about China. Yet cooperation with China is an extremely important topic," Esser said. "When we announced the schedule, all the spots were immediately filled. This shows that these entrepreneurs are very eager to understand China."

The delegation visited the Chongqing International Logistics Hub Park in Shapingba District. (Photo/Deng Nan) 

The delegation's itinerary included visits to the Chongqing International Logistics Hub Park in Shapingba District, where they observed the operations of the China-Europe Railway Express and the New International Land-Sea Trade Corridor, both crucial to Chongqing's modern logistics network. The China-Europe Railway Express has expanded its sourcing area from Southwest China to countries including Kazakhstan, Russia, Belarus, Poland and Germany, transporting thousands of product categories, including complete vehicles, auto parts, chemicals, food and medicine.

The delegation visited the Chongqing International Logistics Hub Park in Shapingba District. (Photo/Deng Nan)

Michal Spiller, CEO of Lindt & Sprüngli (Germany), expressed optimism about the Chinese market. "Chinese consumers love high-quality products," Spiller stated. "I'm very positive regarding the future for our Chinese business as we're really focused and investing into the Chinese markets in the years to come."

Spiller specifically highlighted the concept of "China Speed," emphasizing the need to keep pace with the market's rapid evolution. While Lindt products currently enter China mainly by air, he identified the China-Europe Railway Express as a vital future option, citing its faster transit than sea freight, greater economy than air freight and suitability for temperature-sensitive goods like chocolate.

At an investment promotion conference, Chongqing officials highlighted the city's strength in its consumer market. In 2025, Chongqing's total retail sales of consumer goods reached 1.67 trillion yuan (approximately $238.4 billion), becoming China's top consumer city. The city's population of over 30 million and consumption rate of 69.1% provide a solid foundation for consumer-driven growth.

Representatives from Chongqing and German companies engaged in enthusiastic discussions. (Photo/Deng Nan)

"German pharmaceutical cosmetics, coffee, pet products, dairy, beer, sausages and baked goods align perfectly with the demands of the Chongqing market, offering vast potential," said Zhang Yongwu, Director of the Chongqing Municipal Commission of Commerce, at the promotion conference.

Zhang also pointed to the automotive sector as a key area for cooperation. "While automobiles are the crown of German industry, Chongqing is becoming a hub for China's intelligent and electric vehicle transformation. For German companies, your technological expertise in intelligent manufacturing, automotive electronics and high-end components can find their broadest application scenarios and most complete industrial ecosystem here."

The delegation toured a local business district. (Photo/Deng Nan)

The visit by German CEOs comes as both sides seek to deepen economic cooperation amid global uncertainties. As Bonschab put it, the initiative is about "building bridges" - a sentiment echoed by local officials eager to position Chongqing as the gateway of choice for European businesses expanding into China's vast western regions.

(Liu Yiting, as an intern, also contributed to this article.)