Brazil's Bauducco is now selling panettone in China and debuts its own CIIE stand

Bauducco, the Brazilian bakery products maker, began selling its panettone in China in May this year through general trade (一般贸易), and the product can already be bought on the country's major e-commerce platforms. The information comes from a Securities Times report published online on November 9 and in its November 10 print edition, during the 9th China International Import Expo (CIIE) in Shanghai.

At this edition the brand set up its own stand for the first time, in the expo's food and agricultural products area. According to the newspaper, the stand is small but had a queue for tastings, and consumers asked where they could buy the product and whether it came in a tin. The exhibitor listing in the CIIE online hall is under the name Pandurata Alimentos Ltda. of Brazil and describes the product as Bauducco panettone.

According to Securities Times, the relationship with the expo began in 2024, when the brand joined the 7th CIIE with the delegation organised by ApexBrasil, Brazil's trade and investment promotion agency, showing the brand only. In 2025 it returned with the Brazilian delegation and began offering tastings. A Shanghai government article from July 2025 quoted the consultancy Carriquiry as saying Bauducco would be introduced in China for the first time at the 8th CIIE, so accounts of its debut year differ.

“The CIIE is a good platform: at a controlled cost we can speak directly to consumers and at the same time find B2B clients,” Wang Qi, Bauducco's brand manager for China, told the newspaper. Wang Qi said the company wants to use displays and tastings to judge whether the product fits the Chinese market, and that this edition beat expectations.

Wang Qi also said the company will return to the 10th CIIE and wants a larger stand. The expo listing describes Bauducco as the world's largest panettone producer, making it since the 1950s and selling in more than 60 countries. The newspaper notes that panettone is still little known among Chinese consumers, although it is a holiday staple in Brazil.

The report gives no sales figures, prices, exact channels or distributor names. CSP looked for public data on volumes and found none. The CIIE closes on November 10, when organisers usually publish the expo's deal tally.