Vanuatu faces labeling, packaging and shipment challenges in Chinese market

November 10, 2025 10:03 pm | Posted in Business News | Share now TwitterFacebook

By Doddy Morris in Shanghai, China.

Vanuatu is taking strategic steps to expand its presence in the Chinese market, but major challenges remain in labeling, packaging, and shipment, according to Enock Marsal, Senior Marketing Intelligence and Information Officer at the Department of Industry (DOI) under the Ministry of Trade and Commerce (MOTC).

Speaking to the Vanuatu Daily Post during the opening of the 8th China International Import Expo (CIIE) in Shanghai, Marsal highlighted both the opportunities and hurdles for Vanuatu’s locally made products as the country seeks to reach a broader international audience.

“One of the goals behind participating in the CIIE is to align with the National Sustainable Development Plan, which empowers us to expand market access,” Marsal said.

“Trade shows like this allow us to showcase our products and increase their visibility, not only in China but also globally, especially among the countries participating in CIIE 2025. It is an opportunity to demonstrate our creativity and how we can utilise our resources.”

Vanuatu has conducted research on Chinese consumer trends to better target its exports. Marsal explained that Chinese consumers have a high demand for vegetables and show strong interest in cosmetic products such as oils, lotions, and perfumes. Agricultural products also remain attractive to the Chinese market. These insights are guiding the selection of products Vanuatu is showcasing at the expo.

Vanuatu has previously participated in trade agreements with China, securing markets for key exports such as kava and frozen fish. The country is also exploring opportunities in cosmetics and pharmaceuticals, leveraging the longstanding assistance and infrastructure support China has provided to Vanuatu.

Despite these opportunities, Vanuatu continues to face challenges with labeling and packaging, which are critical for securing and maintaining international markets. Marsal emphasised that products must comply with packaging standards and include bilingual labeling in English and Chinese.

“Many Chinese consumers do not read English, so if our labels are only in English, those consumers cannot understand our products,” he said. “Our next batch of products brought to China will include both English and Chinese labeling to ensure the information is clear and accessible to all buyers.”

The government is working gradually to improve packaging and labeling standards, recognising that these elements play a central role in securing market trust and long-term export success.

Logistics and shipment issues

Another key hurdle is logistics. The distance between Vanuatu and China, combined with the limited shelf life of certain products, poses challenges for timely delivery. Marsal noted that buyers sometimes face long waits, which can affect the reputation of Vanuatu’s products.

“Transportation is one of our ongoing issues. Some products cannot withstand the long transit times, and buyers may lose interest if delivery is delayed,” he said.

“The government is addressing these challenges through trade agreements and Memorandums of Understanding (MOUs) that aim to strengthen shipment routes and efficiency.”

Marsal emphasised the importance of mass production in overcoming these logistical constraints. “China is a large market. Small, inconsistent shipments risk damaging our reputation.

We aim to ensure products sent to China meet buyer demand and are promptly replaced once sold. Smaller producers may supply limited quantities initially, but for long-term success, we must scale production.”

Government and partner support

Vanuatu’s participation in the CIIE has been supported by the Chinese government and the expo organisers, enabling the country to showcase its products and raise awareness of its location and capabilities.

Marsal acknowledged their role in facilitating Vanuatu’s entry into the international market.

He also noted that China has historically assisted Vanuatu with infrastructure and services, such as hospitals, further strengthening bilateral ties. These partnerships provide a foundation for improving logistics and expanding Vanuatu’s market access.

Diversifying beyond Agriculture

While agricultural and value-added products remain the primary focus, Vanuatu is also promoting its tourism industry at the expo. Marsal explained that when tourists inquire about destinations, representatives can provide information about tourism activities, highlighting Vanuatu as a vibrant and attractive destination beyond its products.

Marsal stressed that addressing packaging, labeling, and shipment challenges is essential for Vanuatu’s long-term success in the Chinese market.

“Improving logistics and production, while ensuring our products meet international standards, will allow us to sustain and grow our market access,” he said. “By tackling these challenges now, Vanuatu can position itself as a reliable supplier and build a strong reputation globally.”

CIIE 2025 represents a strategic platform for Vanuatu to showcase its products, strengthen trade relations, and gain insights into international markets.

With continued focus on packaging, labeling, and shipment, the country aims to convert these opportunities into sustainable growth and economic development.