HARBIN, May 21 (Xinhua) -- Crowds gathered at the Hokkaido booth during the 34th Harbin International Economic and Trade Fair, drawn by live demonstrations of handcrafted rice balls and an array of regional delicacies from the northern Japanese prefecture.

"This year, 14 Hokkaido-based enterprises are showcasing 36 specialty products, with 12 companies and 34 products making their debut at the fair," said Takayuki Kano, Vice Governor of Hokkaido, expressing hopes that the event would help Hokkaido businesses secure local distributors and expand their footprint across China.

Held in Harbin, capital of northeast China's Heilongjiang Province, this year's fair, which concluded on Wednesday, attracted over 1,500 enterprises from 38 countries and regions, including the United States, Japan and Switzerland, alongside participants from 23 Chinese provinces, autonomous regions and municipalities.

During the fair, foreign officials and corporate representatives highlighted Heilongjiang's growing appeal as an investment destination and pledged to deepen their engagement with the Chinese market.

Jonathan Pauwels, director of product development and branding for agricultural equipment manufacturer Case IH's Asia-Pacific division, spoke about his company's more-than-two-decade journey in the region.

"We established our first factory in Harbin as early as 1999 and set up an agricultural machinery product development and research center in 2013. Over the past decade, we have continuously invested approximately 1 billion yuan (about 139 million U.S. dollars) in Heilongjiang to promote smart manufacturing. Now, many of our new agricultural machinery products have been introduced to the entire Chinese market," he said.

With 40 global production facilities and 49 R&D centers, Case IH plans to expand its investments in Heilongjiang over the next five years by localizing components, developing advanced combine harvesters, and expanding exports from its Harbin base, according to Pauwels.

Cao Jingheng, senior vice president of Nestle Greater China, attributed the renewed confidence of foreign companies to Heilongjiang's "revitalization through opening up" strategy. The province's fertile black soil, premium dairy pastures, and business-friendly policies prompted Nestle to establish its first Chinese mainland factory in Harbin's Shuangcheng district in 1987. To date, the Swiss conglomerate has invested 3 billion yuan in the province, supporting 33,000 dairy households and creating 10,000 jobs.

"China is now Nestle's second-largest global market. We look forward to further strengthening our cooperation with Heilongjiang by introducing Swiss technologies and managerial experience, while bringing more premium local products to international markets," Cao said.

The fair also attracted new entrants like Canadian athletic apparel brand Lululemon. Since opening its first store in Heilongjiang in 2022, sales have surged, according to Kang Tai, the company's general manager of government affairs.

"We are confident about our development in Heilongjiang and plan to expand our presence and collaborate with the province to promote winter sports development," Kang said.

Ren Hongbin, chairman of the China Council for the Promotion of International Trade, emphasized China's enduring appeal to global investors, adding that the fair and the concurrent events serve as a vital platform for international businesses to explore opportunities in Heilongjiang and beyond.