China's 'sneaker capital' go global

"Innovation is vital for a brand. By launching high-quality co-branded shoes, Anta is upgrading its brand to attract the young consumer group," said Li Ling, Anta Group's the vice president.

Moving forward, the expo is looking to expand into new markets, showcasing the latest development in electronic gaming, body building, sports tourism and RV camping, in a move to make "sports" synonymous with Jinjiang, said Liu Wenru, Party Secretary of Jinjiang city at the opening of the expo.

With 2200 booths, the expo attracted professional buyers and purchasing groups from 30 countries and regions this year.

The government also helped in boosting cooperation between local enterprises with the outside world.

"Twice or three times a year on average will I attend communication events organized by the government," said Ding Qingjing, CEO of a dyeing company in Jinjiang, who secured their first overseas order at an Indian introduction and marketing event in Jinjiang, in 2017.

Now the company sells their products to over 10 countries and regions in Africa, South America and the rest of Asia.