The second Middle East Made-in-Anji Furniture Promotion Conference is held in Dubai on Dec 18 local time. [Photo/Tide News]

The second Middle East Made-in-Anji Furniture Promotion Conference was held in Dubai on Dec 18 local time, with nine furniture enterprises from Anji county, Huzhou, Zhejiang province, in attendance.

Anji has long been dedicated to promoting its green home brand and expanding its market reach, especially in emerging markets including the Middle East, Southeast Asia, and Africa.

It made significant strides last year by hosting the first Middle East Made-in-Anji Furniture Expo in Sharjah. This initiative resulted in partnerships between companies like Henglin Holdings and renowned Middle Eastern furniture distributors, leading to the establishment of a dedicated Middle East division.

Over 50 professional buyers from countries including the United Arab Emirates, Saudi Arabia, and Kuwait were invited to the conference. These buyers, acting as crucial intermediaries between production and sales, possess extensive market resources that can help Anji's enterprises expand into untapped markets.

At the event, nine enterprises showcased their premium products, engaged in fruitful discussions with buyers, and attended closed-door meetings to explore collaborative opportunities. Additionally, visits to major chain supermarkets were organized to help companies get practical insights and enhance commercial communication.