The 7th China International Import Expo, or CIIE, kicked off in style and gusto on Nov 5 in Shanghai.

Running to Nov 10, it's showcasing over 80,000 square meters dedicated to consumer goods.

These include smart home appliances, beauty and personal care products, fashion and jewelry, as well as sports and outdoor gear. More than 700 companies from over 70 countries are participating.

This year's expo highlights innovative products and technologies that accord with the ever-growing interest of consumers in smart and sustainable living. Among the exciting launches are L'Oréal's AirLight Pro hairdryer and Asics' high-performance running shoes, both debuting in China.

Beyond product launches, many exhibitors have created engaging displays to enhance their brand presence. For example, Danish play building block producer LEGO has built a massive installation made from over 300,000 bricks, inspired by children's creative ideas.

Elsewhere, Uniqlo is also turning heads with an oversized down jacket, while jewelry brand Chaumet has unveiled a stunning dragon sculpture.

The LEGO exhibition area is already attracting hordes of visitors. [Photo by Shi Liwei]

The expo not only features new products, but also underscores global brands' commitment to the Chinese market. Many companies are using both in-person presentations and online live streams to broaden their reach.

With its lively atmosphere and innovative spirit, this year's CIIE promises to be a unique and inspiring experience for all attendees.