Russian Pollock Roe at CFSE Qingdao 2026
In short
At the 2026 China Fisheries & Seafood Expo (CFSE) in Qingdao, HI-COM supported an activation that put Russian pollock roe in front of trade buyers through a booth demonstration, Chinese-language recipe cards and a business breakfast. For food brands exhibiting in China, it shows how to give buyers concrete uses to discuss once they have seen and tasted the product.
CFSE took place from 28 to 30 October 2026 at the Hongdao International Convention and Exhibition Center in Qingdao. The Russian Pollock Roe Business Breakfast was held on the opening day, 28 October. CFSE organiser
A buyer may spend three minutes at a seafood stand. In that time, the product has to answer a simple question: what could I make with it? This case follows the three moments that answered it in Qingdao.
Written by the HI-COM Asia team.
Published: 11 November 2026
Project at a Glance
| Event | China Fisheries & Seafood Expo (CFSE), 28–30 October 2026 |
| Venue | Hongdao International Convention and Exhibition Center, Qingdao |
| Product | Russian pollock roe |
| Stand | Pollock Universe, with Russian Fishery Company and Pacific Rim Group branding |
| Formats | Booth demonstration and tasting, Chinese-language recipe cards and brochure, business breakfast on 28 October |
| Audience | Seafood suppliers, distributors, processors and culinary professionals |
| Media | 12 coverage items mentioning the breakfast, logged in HI-COM’s 5 November review |
At the Stand: Show the Product, Then Show What It Can Become
The Pollock Universe stand carried Russian Fishery Company and Pacific Rim Group branding. A product display and live explanations gave visitors a closer look at the seafood range and a place to ask questions.
At a busy show, a well-briefed team uses those few minutes to show the product, learn what the buyer is looking for and decide which questions need a longer conversation. Tasting samples made the explanation concrete: visitors could judge the texture and flavour before discussing any application.
This hand-off from a short booth visit to a qualified follow-up is the core of trade-show and exhibition support in China.
Recipe Cards in Chinese Made the Ingredient Easy to Discuss
The printed cards showed pollock roe in three dishes: steamed egg with clams, a braised preparation and a baguette with seaweed. Each one gave buyers a different way to picture the ingredient, from a familiar Chinese home-style dish to a bakery application.
A bilingual brochure completed the cards with product information, photographs of the fish and more dish ideas, so guests could take the references away after the conversation.
For food brands preparing printed materials for a trade show in China, the lesson is simple: a tabletop card explains one use in seconds and gives the host something concrete to point to.
The 28 October Business Breakfast
Russian Fishery Company and Sigma Marine Technology hosted the breakfast in Qingdao on the opening day of CFSE. It brought together seafood suppliers, distributors, processors and culinary professionals. Presentations explored uses in Chinese cooking, bakery and Western-style dishes, and guests tasted three preparations, which gave the discussion on foodservice and distribution a shared reference point.
A breakfast format suits a trade show: it takes place before the halls get busy, gives buyers time to ask detailed questions and lets the tasting do part of the selling. Sina Shandong commercial news report
What the Media Covered
HI-COM’s 5 November media review logged 12 items that explicitly mentioned the Qingdao breakfast, including republications and language editions. The figure counts coverage items, not unique outlets. Sina Shandong reported on the culinary presentations and the tasting.
The format gave publications concrete details to report, from the dishes served to the questions discussed by industry participants. Brands planning PR and media support in China can build an event around the same principle: give journalists something to see, taste and quote.
A Continuing Programme for Russian Seafood in China
Qingdao 2026 builds on earlier work with Russian seafood in China:
- At CFSE 2025, HI-COM supported Russian Crab Group and Sigma Marine Technology, alongside Russian Fishery Company and Pacific Rim Group: the Russian King Crab activation in Qingdao.
- In Shanghai, a pollock roe tasting event brought together industry insiders, culinary professionals and creators.
- In Weihai, a VIP tour on board presented the operational standards of the Alaska pollock industry.
- At World Seafood Shanghai, HI-COM delivered a turnkey seafood brand activation.
Katrina Hsiao, Gloria Fu, Paris Yu and Kate Chernavina from the HI-COM team contributed to the Qingdao project.
What to Prepare Before Exhibiting a Food Ingredient in China
Planning a visit rather than a stand? Our China trade fairs 2027 calendar lists the main seafood and food shows by city and date.
Exhibiting a food or seafood product in China? Tell us:
- the show you plan to attend;
- the product you are bringing;
- the buyers, distributors or partners you want to meet.
Our Shanghai team will help you plan what buyers see at the stand, the materials they need and how the conversation continues after the show. Prefer WeChat? Use the direct team contact on our contact page.
