SHANGHAI, Nov. 7 (Xinhua) -- When Canadian exporters bring their prized Atlantic lobsters to China, they run into a curious problem: many Chinese consumers know them as "Boston lobsters" and assume they are an American specialty.
So when Jason Hollett, an official from Canada's province of Nova Scotia, presents the bright-red lobsters at the 9th China International Import Expo (CIIE), he insists on calling them "lobsters" or "Nova Scotia lobsters."
"There are lobsters across northern America, but Nova Scotia is actually a main source of live lobster for China ... So sometimes it's called Boston lobster, but it probably comes from Nova Scotia or Atlantic," said Hollett, deputy minister of fisheries, aquaculture and agriculture in Nova Scotia.
For historical reasons, North American lobsters imported into China are often marketed as "Boston lobsters." On major Chinese e-commerce platforms, many Canadian lobsters are described as "Canadian Boston lobsters," as the name has become synonymous with premium seafood, similar to Australian rock lobsters and Russian king crabs.
Hollett said about 25 percent of their seafood is sent to China, "a very important market for Nova Scotia." He sees the trip to CIIE, China's national-level expo on imports, as a chance to sharpen the brand identity of locally sourced lobsters.
"We are going to do promotions with Chinese companies in supermarkets and restaurants, and our importers will brand it as Nova Scotia lobster to raise its profile. That will help consumers understand where their delicious lunch comes from," the official said.
Running into its ninth year, the ongoing CIIE in Shanghai attracts a record 4,142 overseas exhibitors. First launched in 2018, it is part of China's efforts to expand imports and achieve balanced trade.
While connecting international companies with Chinese partners and consumers, the event also serves as a platform to launch new products and boost brand recognition in the world's second-largest consumer market.
Canada, a second-time guest country of honor at CIIE, is represented this year by a maple-shaped national pavilion and a record 120 Canadian businesses, from apparel giants to small agrifood sellers.
"Thanks to being the guest country of honor, there is much more media attention. That gives Canadian businesses exposure they normally wouldn't have," said Martin Cauchon, vice chair of the Canada China Business Council (CCBC).
Mike Pilato, president and CEO of Jamieson Wellness Inc., said the guest country of honor status also amplifies Canada's global reputation for pristine natural resources and exceptional quality.
Jamieson is a top health product provider in Canada and is eyeing continued expansion in the Chinese market. Like seafood, natural health products are another widely recognized Canadian product in China.
This time, the company is exhibiting a "mini-capsule" fish oil, a design adjustment based on Chinese consumers' feedback that traditional capsules are too large to swallow.
"Chinese consumers are extremely smart and sophisticated," Pilato said, adding that the fast-changing market trends and consumer behaviors in China "require us to stay agile, continuously learn, and adapt our strategies in a timely manner."
It is the first CIIE since China and Canada signed an economic and trade cooperation roadmap during Canadian Prime Minister Mark Carney's China visit in January. The roadmap outlines cooperation in various fields from agriculture to clean energy.
Following Canada's partial rollback of additional tariffs on Chinese products, including electric cars, China also suspended the extra tariffs previously imposed on certain Canadian imports such as peas, lobsters and crabs.
Many Canadian exhibitors at CIIE are feeling the tailwinds. Hollett notes strong growth in seafood exports to China following the tariff relief, and he remains optimistic about future cooperation.
"The roadmap is a good signal for the future, giving us the confidence to keep growing our businesses together," he said.
According to a 2025-2026 survey by CCBC, over one-third of Canadian businesses surveyed identify China as a top priority and over half rank it among their top five priorities in their global strategy. Nearly a third have elevated the Chinese market as an even higher priority since 2023.
"We are starting to feel that there is a lot of interest on both sides," said Cauchon. "Canadian companies are interested in coming in, and Chinese companies are interested in Canada." ■
