Australia’s relationship with China is entering a more productive and commercially focused phase. As stability returns to the bilateral relationship, the scale of opportunity between the two markets is becoming increasingly clear.
Recent signals from the market point to a significant shift in perception – particularly around the growing prestige and competitiveness of Chinese brands. A visit to this year’s Melbourne Motor Show made that impossible to ignore. Chinese automotive manufacturers dominated the floor, not only in volume, but in sophistication, design and positioning.
Brands such as Denza are now competing credibly in the luxury and performance segments. The latest Denza Z9 GT, for example, delivers a level of finish, technology and driving ambition comparable to established European marques. In contrast, only a small number of non-Chinese OEMs were present.
The shift feels structural rather than cyclical. China increasingly sees Australia as both a strategic trading partner and an influential early-adopter market for premium consumer products and technology. At the same time, leading Australian brands including Penfolds/TWG continue to strengthen their positions in China, reinforcing the depth and mutual value of the relationship.
The Australia China Business Council (ACBC) is playing a central role in this next chapter of engagement. That momentum was evident at the recent launch of the Australia-China Economic Trade & Investment Expo (ACETIE) 2026.
Led by former Trade Minister Andrew Robb AO, Chair of the Organising Committee, the event brought together senior leaders from across the Australia–China business community, including ACETIE CEO Wendy Yang and newly appointed ACBC CEO Frank McGuire. The mood was notably optimistic — particularly against the backdrop of broader economic uncertainty in Victoria.
For DPR&Co, these developments are strategically important. As a Melbourne-based agency working with global brands, we see increasing demand for marketing and communications capability that can operate credibly across both Australian and Chinese markets.
Our role as the founding agency of AMIN Worldwide’s APAC regional presence gives us unique access to trusted independent agency partners across the region, including mainland China, while also providing clients with sophisticated market support throughout Australia and other global regions. That combination of local insight and international reach is becoming increasingly valuable as trade and brand investment between the China and other countries accelerates.
We’re proud to be members of the ACBC and optimistic about the future of Australia-China commercial relations. A business-led partnership between the two countries has the potential to become one of the defining economic growth stories of the coming decade.