(Yicai) Sept. 9 -- A special media event at Berlin’s Internationale Funkausstellung, the world’s largest consumer electronics and home appliances trade fair, brought Chinese technology companies together with international media and industry resources, creating a conduit between them and overseas markets.

The Global Connect @IFA 2025, held on Sept. 5, was co-hosted by communications and business consulting firm iMpact and marketing, media, and public relations consultancy Communicate More. Yicai Global, the English-language news service of China’s Yicai Media Group, was the event’s key media partner.

Business networking services provider InterCulture and end-to-end partnership marketing software solutions provider PartnerBoost were the Global Connect’s co-hosts, with Seel, a US e-commerce insurer, joining as sponsor.

More than 50 prominent media outlets from countries including France, Germany, Spain, the United Kingdom, and the United States, such as Benzinga, Forbes, Heise.de, TechnologyInsider, and Welt, joined the Global Connect event.

The several hundred Chinese companies attending this year’s IFA represent a broad spectrum of cutting-edge sectors, including home entertainment and displays, smart home and major appliances, mobiles and wearables, green energy and e-mobility, as well as artificial intelligence-driven solutions and components, IFA Chief Executive Officer Leif Lindner told Yicai.

Performance-driven marketing strategies were a hot topic at the event. Affiliate marketing and pay-per-conversion influencer partnerships were frequently discussed among exhibitors, reflecting the growing sophistication of the overseas marketing approaches taken by Chinese businesses.

The Global Connect also integrated cultural elements to enrich its narrative. InterCulture hosted an Art Meets Tech segment, showcasing German photographic artist Carsten Sander’s Good People of Sichuan exhibition at the IFA. This initiative underscored that “innovation transcends technology, it is about people and their stories.”

IMpact has supported more than 300 Chinese brands in their global expansion over the past five years, founder and CEO Chris Pereira told Yicai.

“We’re seeing more Chinese brands forging deep connections with international media, partners, and industry ecosystems,” Pereira said. “This not only reflects the rapid evolution of the tech sector but also highlights the increasing confidence of Chinese companies on the global stage.”

“Global Connect has evolved into a pivotal platform for linking industry influencers and exchanging forward-thinking ideas,” said Sun Ji, director of Yicai Global.

“Through partnerships with professional organizations, Yicai Global is committed to dismantling information barriers and fostering meaningful dialogue among businesses, service providers, media, and thought leaders,” Sun added.

Building on the success of the Global Connect series, previously held at the Consumer Electronics Show 2025 in Las Vegas and in Shenzhen, China, Yicai Global launched the Eyes on IFA series. It provides in-depth market insights to support Chinese companies’ outbound strategies and foreign firms’ entry into China, empowering businesses to seize opportunities and navigate risks in their globalization journey.

Editor: Futura Costaglione