As the horse drives optimism, exploration and economic confidence, 2026 presents a unique opportunity for Queensland businesses to embrace China’s dynamic and evolving market when the Lunar New Year begins on 17 February.
With China as Queensland’s largest trading partner – accounting for $26.2 billion in goods exports in the year ending October 2025 – the Year of the Fire Horse aligns with the state’s strengths in innovation, quality and sustainability.
Wellness takes the spotlight
Wellness-focused products are increasingly dominating Chinese shopping carts as consumers move decisively towards healthier lifestyles. Queensland producers are already meeting this shift with inventive offerings: collagen drinks, probiotic gummies, and low-dose vitamin sprays have emerged as key trendsetters, capturing the demand for on-the-go daily wellness solutions.
China’s booming demand for wellness, clean beauty, and functional foods was on clear display during the China International Import Expo (CIIE) in November. With Australian Therapeutic Goods Administration (TGA) approval offering a trust advantage, Queensland exporters are well-positioned to compete in China’s rapidly growing wellness market.
With Lunar New Year representing a major retail moment in China, these products are expected to resonate strongly as premium, gift-worthy items.
Lifestyle trends drive opportunity
Emerging lifestyle changes in China have highlighted new pathways for Queensland exporters.
The growing popularity of outdoor sports and recreation, along with a heightened focus on self-care, has driven demand for convenience-oriented wellness products. Items like milk-thistle tablets and single-serve electrolyte powders have become daily essentials, especially among health-conscious Gen Z consumers who value products that complement their active lifestyles.
Exporters who tap into these trends during the Year of the Fire Horse stand to benefit from the confidence and forward momentum associated with this period.
E-commerce and new logistics channels unlock new opportunities
The extraordinary growth of China’s e-commerce market has expanded opportunities for Queensland businesses, and the infrastructure supporting exports is strong.
E-commerce platforms continue to create a powerful link to the Chinese market, with some enabling 72-hour delivery to consumers and offering opportunities for micro-brands to pool airfreight costs.
The state’s producers can also benefit from the newly launched Air-Land Fresh Lane in the Greater Bay Area (GBA), a development cluster comprising 11 cities in South China. This innovative trade route delivers fresh produce, chilled seafood, and perishable goods from Brisbane and Cairns directly to the GBA via Hong Kong International Airport. Targeting a consumer base of more than 87 million people in the GBA region, this enhanced logistics solution ensures Queensland exporters can meet growing demand for premium, fresh products.
Trade and Investment Queensland (TIQ) continues to strengthen its on-the-ground assistance for Queensland businesses through its network of six offices across Greater China, including a recently opened office in Shenzhen. These resources provide vital insights and connections for businesses aiming to establish a foothold in the world’s largest e-commerce market.
Education and connectivity strengthen ties
Queensland continues to attract strong interest from Chinese students, cementing its reputation as a top-tier global education destination. China remains Queensland largest source country for international enrolments, with more than 35,000 Chinese students studying in the state in 2025. A new pathway visa allowing students to begin their studies online while waiting to travel to Queensland has further streamlined enrolments.
Adding to these opportunities, China Southern Airlines will double flights between Guangzhou and Brisbane to twice daily from 30 March 2026.
These year-round flights will enhance commercial, tourism and education ties, providing opportunities for more business people, tourists and students to travel to Queensland.
Embracing the spirit of the Fire Horse
Bold, optimistic and focused on progress, the Year of the Fire Horse is a fitting time for Queensland exporters to take advantage of opportunities in the China market.
From skincare products and functional foods to premium education programs, entities that embrace this momentum are well-placed to succeed in China’s fast-developing market during 2026.
About Trade and Investment Queensland
If your business is ready to unlock global markets, you can learn more about your future export success through TIQ.
Whether you are an experienced exporter looking to expand your global footprint or a new exporter starting your journey, TIQ can help you scale your business internationally.
Is your business ready to unlock global markets? Learn more about your future export success through TIQ.
Whether you are an experienced exporter looking to expand your global footprint or a new exporter starting your journey, TIQ can help you scale your business internationally.