Date: 12 September 2025
Venue: World Trade Center Melbourne (WTC), Docklands
Summary
Hosted by the Yunnan Provincial Commercial Representative Office in Australia and co-organized by the Yunnan Commerce organisation, the Yunnan Product Promotion Conference brought Pu’er tea, Yunnan coffee, wild mushroom sauces, ice wine and whisky to WTC Melbourne. Leveraging WTC’s riverside accessibility and hybrid event-cum-showroom layout, the program delivered an efficient loop from origin stories → sensory tasting → on-site B2B meetings, drawing government and industry guests from China and Australia.
Highlights
Space-as-a-service: WTC connected display → tasting → negotiation in one flow, shortening the path from awareness to conversion.
Curated categories: tea / coffee / wild-mushroom condiments plus innovative alcoholic beverages.
Direct channel talks: post-tasting meetings covered grocery retail, foodservice, cross-border e-commerce and gift packs.
Footfall & conversion: steady traffic, long dwell time, active interactions; quick exchange of business cards and requirements.
Guest Representatives
Ke Xu, Director, Yunnan Provincial Commercial Representative Office in Australia
“Our office aims to be a connector, service provider, and trusted partner for Yunnan–Australia enterprises, helping premium ‘Yunpin’ products enter the Australian market.”
Government & Business Guests
Cr. Gladys Liao｜Councillor, City of Melbourne
In her remarks, Cr Liao praised Yunnan’s distinctive culture and agricultural products. She noted that Pu’er tea and coffee are not only fine foods and beverages but also carriers of culture, and she welcomed more “Yunpin” events to Melbourne’s multicultural community.
Aiv Pucglilelli MP｜Councilor from the North-Eastern Metropolitan, Melbourne
He commented that the quality and taste of Yunnan coffee were impressive and complementary to Melbourne’s coffee culture. He looks forward to exploring broader cooperation in food, agriculture, and new energy in the future.
Cr. Anna Chen｜Councillor, Manningham city council
Cr Chen said that beyond Yunnan’s beautiful natural scenery and rich produce, the province has made notable progress in agriculture and technology. She expressed strong expectations for the “Yunpin” promotion and hopes more Australians will experience and appreciate these high-quality products, further advancing economic and cultural ties between China and Australia.
From Palate to Partnership
- One-stop flow: product storytelling at display stands → guided tasting → B2B tables to align on SKUs, MOQs, cold-chain and listing timelines.
- Sensory notes: aged aroma & lingering sweetness of Pu’er; floral-fruity Yunnan coffee; umami-rich wild-mushroom sauces for quick home cooking.
- Conversion: a see–taste–negotiate sequence in the same venue reduced friction and improved decision speed.
Why WTC?
End-to-end support: wayfinding, AV, F&B flow, branded backdrops and media capture—ideal for tasting-plus-trade formats.
Riverside landmark & access: near Southern Cross and Flinders Street stations, within the City Free Tram Zone.
Hybrid layout: keynote corner → display route → tasting bar → meeting tables → photo spot, enabling multi-scene conversion in one event.
About WTC
Located on the banks of the Yarra and within walking distance of the Melbourne Convention & Exhibition Centre and the Southern Cross transport hub, WTC Melbourne offers premium office leasing at its core, complemented by flexible, multi-purpose business event spaces. We provide a professional stage for investor roadshows, product launches, and cross-border business matchmaking. Beyond workspace, WTC is a gathering place for innovation and collaboration.
WTC Melbourne
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