Apart from high-end farm produce and cutting-edge health products, Japanese exhibitors to the first-ever China International Import Expo (CIIE) will also bring anime characters such as Astro Boy and Chi-bi Maruko to their exhibitions.

"CIIE will be an important opportunity that encourages more Japanese companies to boost their presence and exports to the Chinese market," said Michiaki Oguri, president of Japan External Trade Organization (JETRO) Shanghai.

Over 400 Japanese companies will participate in CIIE on Nov. 5-10 in Shanghai. JETRO has organized over 260 companies among them and provided services for another 120 companies, said Oguri.

More than 160 Japanese exhibitors will share a 1,000-square meter exhibition area to promote Japanese food and agricultural products at CIIE.

Oguri said many of the products will have their debuts in the Chinese market through CIIE, thanks to special customs procedures to facilitate the import of the exhibits to the expo.

The Japanese exhibitors include both big conglomerates and SMEs, with exhibits including fatigue-relieving sportswear, portable kits for health checks, and air purifying devices.

There will be an anime-themed cafe in the exhibition area decorated with classic Japanese cartoon and anime characters such as Astro Boy, Chi-bi Maruko, Doraemon, Sailor Moon, Crayon Shin-chan, Detective Conan, where visitors can be entertained while having a rest.

"CIIE helps promote mutual understanding so as to boost trade and investment between China and Japan," said Oguri.

JETRO will organize a forum during the expo, with the topic of "ingenuity and creativity", where Japanese companies including Toyota Motor, Itochu Corporation, and Omron will present their latest research achievements and new technologies.

"From the Boao Forum to the Summer Davos, we have witnessed China's determination to open up further," said Oguri. "It is a symbol that China is proactive in creating a better life for its people through broader opening-up and increasing imports."