Emerging markets remain a strong growth engine for Chinese export-oriented enterprises, as a record number of overseas buyers preregistered for the China Import and Export Fair, popularly known as the Canton Fair.

The fair, held twice a year in spring and autumn, kicked off its 138th session on Wednesday in Guangzhou, capital of Guangdong province.

More than 240,000 buyers from 218 countries and regions, representing an increase of 10 percent from the previous session, have preregistered for the fair, according to the organizers.

There has been significant growth in the number of buyers from the European Union, the United States and emerging markets, including countries and regions involved in the Belt and Road Initiative, the organizers said.

On the opening day of the fair alone, more than 69,000 overseas buyers were recorded, according to the organizers.

As one of approximately 3,600 high-quality companies participating in the fair for the first time, Zhongshan Songwei Lighting Electrical Appliance Co has set high expectations to expand business in emerging markets.

"Through digital and intelligent transformation, we have continuously enhanced our capabilities, hoping to ship our products to developed and emerging markets," founder Xie Wei said.

The company, based in Zhongshan, Guangdong, was primarily focused on the domestic market and only started exploring foreign trade four years ago.

"We hope to expand into the European and emerging markets such as the Middle East," said Xie.

Showcasing cutting-edge minimalist style ceiling lights and fan lights during the fair, the company has already met with new customers from Germany, Italy, Saudi Arabia and Iran during the fair's first two days.

"We are very confident about securing orders, as customers from emerging markets have shown strong interest by scheduling their visits to our new factory after the fair," said Xie.

According to data from World-First, a cross-border trade payment and account service brand that is part of Ant International, emerging markets saw a 300 percent growth in transaction volume during the first half of 2025.

To address the need for Chinese exporters to expand into emerging markets, WorldFirst has upgraded its cross-border trade safeguard plan to help companies build more robust compliance and fund management capabilities during the fair.

In the first three quarters, China's exports to emerging markets such as ASEAN, Africa and Central Asia increased by 14 percent, 27.3 percent and 11.8 percent, respectively, according to data from the General Administration of Customs.