From 23-27 September 2026, the city of Hangzhou will host the 5th Global Digital Trade Expo (GDTE), China’s only national-level international and professional exhibition dedicated specifically to digital trade. This year’s event is particularly significant for Hungary, as the country will participate for the first time – and as Guest of Honour. Hungary’s participation is coordinated by HEPA Hungarian Export Promotion Agency.
As the digital economy continues to evolve, international trade is undergoing fundamental changes. Cross-border e-commerce, digital services, artificial intelligence, cloud-based solutions, robotics and data-driven business models are no longer distant possibilities for the future, they have become integral to the day-to-day functioning of the global economy.
The GDTE puts this transformation centre stage. Jointly organised by China’s Ministry of Commerce and the People’s Government of Zhejiang Province, the expo brings together leading companies, innovators, investors, experts and decision-makers from across the digital trade ecosystem. It provides a platform for building business connections, sharing knowledge and developing new partnerships.
The scale of the event is reflected in the results of previous editions. The GDTE 2025 brought together 1,812 exhibitors from 154 countries and regions, including 381 international companies, while more than 42,000 professional buyers attended the event. During the five-day expo, the total value of investment and trade agreements reached RMB 161.98 billion, equivalent to approximately HUF 7.6 trillion.
The choice of venue is no coincidence. China is one of the world’s leading hubs for digital trade and online retail, where digital technologies have become deeply integrated into consumer behaviour, business operations and international commerce.
China’s online retail market has been the world’s largest for 13 consecutive years. New business models are developing particularly rapidly, including livestreaming e-commerce (selling products through live video broadcasts ) and instant commerce, which enables online orders to be delivered rapidly, in some cases within just a few hours.
One of the key messages of the GDTE is that artificial intelligence (AI) is no longer an isolated technology, but is increasingly embedded throughout the entire trade process. AI can help businesses understand consumer needs, personalise offers, automate customer service, optimise inventory and logistics, and analyse international markets.
This trend was already clearly visible at the 2025 GDTE, where exhibitors showcased not only generative AI solutions and multimodal systems, but also so-called embodied AI (robots equipped with artificial intelligence designed to operate in the physical world). For example, an AI-powered cleaning robot generated orders worth more than RMB 300 million, or approximately HUF 14 billion, in just five days at the exhibition.
Hungary as Guest of Honour
Hungary will participate in the Global Digital Trade Expo for the first time, taking on a prominent role from the outset. The Guest of Honour status offers an exceptional opportunity for Hungarian companies to showcase their digital, technological and innovative solutions in one of the world’s most dynamic digital economies and under heightened international visibility.
Hungary’s digital sector has significant export potential, supported by internationally recognised expertise in IT and engineering. Hungarian IT and digital service providers are active in a range of international markets, while the country also benefits from advanced digital infrastructure, modern telecommunications networks and a strong technology and knowledge base. Digital solutions therefore represent not only an important driver of the modernisation of the Hungarian economy, but also competitive products and services in their own right on international markets.
Hungary’s participation is also aligned with HEPA’s international exhibition programme, which aims to create new export opportunities, business connections and international visibility for Hungarian companies. In 2026, HEPA is supporting Hungarian companies at 18 major international trade fairs, with the GDTE representing a particularly important milestone in this programme.