The Republic of Serbia delivered an exceptionally successful and highly visible presentation at the 26th China International Fair for Investment and Trade — CIFIT 2026 in Xiamen. Throughout the four days of the fair, the Serbian National Pavilion became a meeting place for play, culture, flavours, business opportunities and tangible results of cooperation between Serbia and China.
This year’s pavilion was completely different from a conventional exhibition space. It was not designed merely to be observed, but to be experienced. Conceived as one grand playground, it invited visitors to stop, explore, move, compete, discover Serbia and become active participants in our story.
The National Pavilion was officially opened by Adrijana Mesarović, Deputy Prime Minister and Minister of Economy of the Republic of Serbia.
The opening ceremony and ribbon-cutting were attended by Adrijana Mesarović, Deputy Prime Minister and Minister of Economy of the Republic of Serbia; Jiang Erxiong, Vice Governor of Fujian Province; Pavle Bašić, Envoy of the President of the Republic of Serbia for China, Standing Member of the National Council; Maja Stefanović, Ambassador of the Republic of Serbia to the People’s Republic of China; Liao Huasheng, Vice Mayor of Xiamen; Chen Guoquan, Deputy Director General of the Foreign Affairs Office of the People’s Government of Fujian Province; Igor Jovanović, Deputy Chairman of the Assembly of the City of Belgrade; and Xie Bing, Chairman of Xiamen Air.
The ceremony was also attended by representatives of the CIFIT Organising Committee, Serbian and Chinese institutions, the diplomatic corps, companies, partners and media, as well as numerous friends of Serbia and China.
The pavilion concept was built around three strong and interconnected pillars.
The first pillar, “EXPO Playground”, brought a taste of EXPO 2027 Belgrade and its theme, “Play for Humanity — Sport and Music for All,” to Xiamen. Through the question “What is play for you?”, visitors were invited to see play as a universal language connecting people, cultures and generations.
The second pillar, “Two Cities in the Same Rhythm,” presented the friendship and increasingly strong cooperation between Belgrade and Xiamen. Although geographically distant, the two cities are united by their openness, energy and determination to build new economic, cultural, tourism and institutional ties. At the pavilion, they were symbolically represented by the Belgrade sparrow and Xiamen’s white egret.
The third pillar carried an unmistakable message: “Serbian Flavours Are Already in China.” Visitors discovered products that have already found their way to the Chinese market, including Serbian wines, fruit brandies, honey, juices, jams, truffles and other carefully selected products. The pavilion therefore showcased tangible results of the Serbia–China Free Trade Agreement and the successful cooperation of Serbian producers with Chinese importers, distributors, retailers, hotels and airlines.
A full-day interactive programme gave the pavilion its distinctive energy. Competitions and new activities were organised every hour, ranging from quizzes about Serbia and EXPO 2027 Belgrade to memory, speed, rhythm, precision and skill games, as well as team and family challenges. The most successful participants received gift packages of Serbian products.
Play continued throughout the pavilion. Visitors could solve puzzles, take part in memory games, enjoy music and sports challenges and learn the basic steps of the traditional Serbian kolo dance. From one hour to the next, the pavilion transformed from a quiz stage and sports ground into a music workshop and a place for shared play. Serbia did not simply talk about the theme of EXPO 2027 — it allowed visitors to experience it directly.
The Republic of Serbia’s presentation was organised in cooperation with the Belt and Road Institute Belgrade — Xiamen Representative Office and Xiamen Air, one of the most recognisable symbols of modern Xiamen and an important partner of Serbia in China.
Promotional films produced by Xiamen Air were shown at the Serbian National Pavilion, while the Xiamen Air pavilion screened promotional films about Serbia, content from the National Tourism Organisation of Serbia and films dedicated to EXPO 2027 Belgrade. This unique cross-promotion demonstrated how one partnership can connect aviation, tourism, business, culture and people at the same time.
The Xiamen Air Cabin Crew also appeared at the Serbian pavilion, joining sports and interactive activities and bringing even more life to the grand-playground concept.
Another strong and tangible result of this year’s presentation was the signing of a Memorandum on Strategic Cooperation between the Republic of Serbia and Xiamen Air. The memorandum created new opportunities for cooperation in trade, tourism, agriculture, the promotion of Serbian products and the further connection of Serbia and China.
Our volunteers were the heart and driving force of the pavilion.
More than 20 young people from China, Pakistan and Serbia applied to join the Serbian team. Applications from China came from five cities: Xiamen and Zhangzhou in Fujian Province, Wuhan in Hubei Province, as well as Beijing and Chongqing.
They brought different experiences, languages and knowledge to Xiamen, but they were united by the same desire: to contribute their energy to presenting Serbia and strengthening the friendship between the Serbian and Chinese peoples.
The volunteers were more than organisational support. They were the face, smile and rhythm of the Serbian National Pavilion. They welcomed guests, spoke with visitors, presented Serbia and EXPO 2027 Belgrade, explained the rules of the games, led competitions and created the atmosphere that kept the pavilion alive throughout each day.
Their dedication, discipline, creativity and genuine joy demonstrated the importance of direct human encounters in building lasting friendship. They therefore deserve our special and heartfelt gratitude.
The Republic of Serbia extends its sincere gratitude to the CIFIT Organising Committee, the People’s Government of Fujian Province and the People’s Government of Xiamen for their comprehensive institutional, organisational and logistical support, hospitality and trust.
Special thanks go to Xiamen Air, Seashine Group, our importers and distributors, collaborators, designers, contractors and everyone whose work contributed to the success of this year’s presentation.
At the 26th CIFIT, Serbia did not merely present what it has. It showed what it can do — turn an idea into an experience, friendship into joint action and cooperation into tangible results.
For four days, Xiamen played to the rhythm of Serbia.
The next great encounter is set for Belgrade in 2027, when Serbia will welcome the world.
