As night falls, Chengbei Road in Yiwu City, Jinhua, Zhejiang Province, comes alive with vibrant energy. A row of exotic-themed restaurants along the street are filled with both Chinese and international patrons. Inside the Nisar Restaurant, Bishal from Nepal and his wife are busy attending to tables of customers. "From morning till night on New Year's Day this year, our restaurant was packed," Bishal remarked while handing menus to guests, expressing his thoughts in fluent Chinese. Having worked hard in Yiwu for over a decade, he and his wife have witnessed many new years, yet the current bustling scene still allows them to tangibly feel the city's warmth and vitality once again.
A medical doctoral student from Pakistan crosses over to open a consulting firm; a Turkish investor who has founded three companies in ten years sees his foreign trade business grow ever larger; a Syrian trader opens two distinctive restaurants... These remarkable investment stories all unfold in Yiwu—a county-level city boasting more than 80,000 shops and famously known as the "World's Supermarket." Since the first foreign-invested business entity settled here in the late 1980s, Yiwu has continuously deepened reforms and expanded openness, attracting global factors with its market-oriented, rule-of-law, and internationalized business environment.
Today, Yiwu is bustling with over 10,000 foreign-invested business entities from more than 160 countries and regions, spanning 14 industry sectors including commercial services and modern logistics. Their presence infuses Yiwu with even greater dynamism. Spotting the opportunity, the medical student pivots to business, deeply attracted by the city's openness and vitality. "I didn't expect to get the business license so quickly; doing business in Yiwu is incredibly convenient," exclaimed Ali Kamran last July when he collected the license for his new company, becoming Yiwu's 10,000th foreign-invested business entity.
Born in Pakistan, Ali Kamran came to China for studies in 2007 and has lived here since. In July 2023, he arrived in Yiwu to pursue a medical doctorate at Zhejiang University's "Belt and Road" International Medical School, deepening his connection with the city. "The openness and vitality of this city deeply attracted me," Ali Kamran said, noting that each visit to the Yiwu International Trade City immersed him in a strong commercial atmosphere, gradually sparking his entrepreneurial aspirations. "Ever since friends learned I was in Yiwu, my phone has turned into a hotline for inquiries," he shared.
Frequently asked about how to do business in Yiwu—which market has the most comprehensive supply, how to engage in cross-border e-commerce, finding reliable logistics companies—the stream of questions made him realize a business opportunity. Consequently, Ali Kamran established Yiwu Ava Business Information Consulting Co., Ltd. Serving as a trade service platform rooted in Yiwu and connecting China and Pakistan, the company offers "one-stop Yiwu procurement solutions" for buyers from the Middle East and Africa, while also supporting Yiwu merchants in expanding into overseas markets.
"Yiwu is an open and inclusive international entrepreneurial city; I am very happy doing business here," Ali Kamran stated. He often brings his family to Yiwu, viewing the city not only as an ideal place for business but also as a livable community. A "Foreign Business Friend Card" integrates various services covering daily needs, facilitating the business and life of foreign operators; the "Foreign Mediator" office innovates dispute resolution models to help resolve cross-border issues; issuing vocational competency certificates for foreign talents smooths employment channels; government service windows provide multilingual services, enhancing convenience—these measures help foreign merchants settle and thrive in Yiwu.
"I often hear a saying: if you have a dream, come to Yiwu. This city provides us with opportunities and a stage to pursue our dreams," Ali Kamran expressed. Policy conveniences make foreign trade business increasingly successful, as reform measures significantly boost export efficiency. In the production workshop of Yiwu Jintai Trading Co., Ltd. located in Fotang Town, Anas from Turkey carefully inspects whether a batch of fabrics meets standards for weight and width. In his office, clothing racks are filled with various styles of women's dresses.
"In Yiwu, our company deals with clients from different countries; this display makes it easy to show samples and find products anytime," Anas explained. In 2023, Anas partnered with local Yiwu businessman Xu Hangfei to establish this company specializing in cross-border apparel trade, marking his third enterprise in Yiwu. Now, Xu manages production while Anas focuses on sales, with clear division of labor and seamless cooperation. Having started his first trading company in Yiwu back in 2015, over more than a decade, Anas has built a stable clientele from Middle Eastern countries, growing his business steadily while truly appreciating the benefits brought by innovative policies.
"Previously, due to the vast variety and small quantities of exported goods, a single container often held over a dozen product types, making declaration procedures complex," Anas recalled. Thanks to the implementation of market procurement trade mode in Yiwu, companies can opt for simplified declarations when exporting more than five product categories, enabling mixed container loads that meet the small-batch, multi-variety foreign trade needs of SMEs. "This method is like opening a 'fast track' specifically for small and medium-sized foreign trade exporters," Anas noted. "The reform measures have greatly improved export efficiency, making business development smoother."
"Multiple service initiatives under the new round of Yiwu International Trade Comprehensive Reform are continuously empowering foreign-invested business entities," introduced Hu Xiaoyang, Head of Information and Publicity at the Comprehensive Service Center of Yiwu International Trade Comprehensive Reform Pilot Zone Committee. During the reform process, besides facilitating cargo customs clearance, Yiwu has innovatively established a comprehensive evaluation system for foreign trade talents and set up an International Trade Foreign-Related Labor Dispute Arbitration Tribunal. By integrating multiple resources and leveraging professional mediation teams and bilingual environments, it addresses issues in handling foreign-related labor disputes, allowing international investors to genuinely feel the "Yiwu warmth."
Efficient services continuously expand business domains, fostering greater confidence in the future rooted in Yiwu. "Please try our newly launched desserts," warmly offered Xiao An, manager of Al Ottoman Restaurant in Yiwu's Binwang Commercial District, as he served specialty sweets to customers. Having lived in Yiwu for 17 years, Xiao An from Syria speaks fluent Mandarin. "Now many of my Syrian compatriots are doing business in Yiwu; we keep in touch often," he shared. Reflecting on changes over the years, his strongest impression is the growing number of foreigners coming to develop their careers in Yiwu.
Beyond being a restaurateur, Xiao An is also the founder of Yiwu Pafa Trading Firm, established in 2013, primarily engaged in cosmetics trade with products exported to Africa, Europe, South America, and beyond. As global merchants gather and put down roots in Yiwu, the city's foreign-invested catering businesses have grown by an average of 20% annually over the past three years, revealing new opportunities to Xiao An. Thus, in 2024, he opened Al Ottoman Restaurant in Yiwu, expanding his business scope while allowing more expatriates working here to taste flavors from home.
"Doing business in Yiwu not only offers broad prospects but is also increasingly convenient," Xiao An said. When registering the restaurant, he submitted the application in the morning and received the business license that same afternoon—efficient services enhancing entrepreneurial ease. Since opening, customer flow has remained strong, with daily patronage exceeding 2,000 during holidays. "In February 2025, I opened my second outlet in Yiwu." Seeing his restaurant's popularity, Xiao An plans to expand beyond Yiwu, opening more branches elsewhere. "Being rooted in Yiwu, I have greater confidence in the future."
Simplifying documentation for some foreign investors, allowing foreign nationals to register using permanent residence IDs; promoting fully online foreign investment registration, reducing the processing time from 15 working days to just one day... "From the first foreign-invested entity settling in Yiwu to today, Yiwu has scientifically managed foreign investment access, cultivated experimental fields for business system reforms, and actively nurtured foreign-invested businesses, attracting international merchants to invest and prosper here," stated Chen Qunyang, Head of the Administrative Approval Section at Yiwu Market Supervision Administration.
From famed for small commodity trade to becoming the "World's Supermarket" hosting over 10,000 foreign-invested entities, Yiwu continues to embrace the international market with an open attitude, attracting global investors to take root and flourish.