On January 30-31, 2026, Prime Minister Keir Starmer became the first British leader to visit China since Theresa May in 2018. Accompanied by a delegation of 54 UK companies, the visit marks what many are calling a "pragmatic reset" in UK-China relations.
For British brands eyeing the Chinese market, this is more than just diplomatic news — it's a potential turning point.
What Happened During the Visit
The visit produced tangible results beyond photo opportunities:
- Business deals signed — Multiple MOUs between UK companies and Chinese partners
- Suzhou Innovation Hub — A new gateway for UK startups entering China, backed by China-Britain Business Council
- Financial cooperation — Discussions on cross-border asset management schemes
- Shanghai business forum — Direct networking between UK delegation and Chinese counterparts
Peter Burnett, CEO of the China-Britain Business Council, described the atmosphere as one of "great optimism," noting that the eight-year gap without a prime ministerial visit had been "almost irresponsible."
"Start-ups looking to expand in China would be given a warm welcome in Suzhou."
— Peter Burnett, China-Britain Business Council
Why This Matters for British Brands
1. Political Cover for Business Decisions
For years, UK companies hesitated to invest in China due to political tensions. With the government actively pursuing engagement, businesses now have implicit endorsement to explore opportunities.
2. Improved Regulatory Environment
Diplomatic warmth often translates to smoother regulatory processes. Chinese authorities may be more accommodating to British products and investments as relations improve.
3. Timing Advantage
While other Western nations remain cautious about China, UK brands moving now could establish market presence before competitors. First-mover advantage in China can be significant.
⚠️ The Trump Factor
US President Trump has called Starmer's China reset "very dangerous." This geopolitical tension means UK brands should move quickly — the window of opportunity may not stay open forever if US pressure intensifies.
Industries with the Best Opportunities
Based on our analysis of Chinese consumer demand and regulatory complexity, these UK sectors are best positioned:
🧴 Cosmetics & Skincare
British beauty brands enjoy strong reputation in China. With China's simplified cosmetics registration (effective 2024) and removal of mandatory animal testing, barriers are lower than ever.
💊 Health Supplements
Chinese consumers trust British quality for vitamins and health products. Complex regulations mean high barriers — but also high margins for those who navigate them successfully.
🍼 Baby & Childcare Products
Post-melamine scandal, Chinese parents remain willing to pay premium prices for trusted foreign baby products. UK brands carry strong safety associations.
🥃 Premium Food & Beverage
Scotch whisky, specialty teas, and artisanal foods have growing audiences among China's affluent consumers.
What British Brands Should Do Now
✅ Recommended Actions
- Assess your products — Screen ingredients and claims against Chinese regulations before investing in market entry
- Understand the timeline — NMPA registration takes 3-12 months depending on product category
- Consider cross-border e-commerce — A faster route to test the market while full registration is processed
- Get expert guidance — Chinese regulations differ significantly from UK/EU rules; one mistake can delay entry by months
- Move quickly — Political windows don't stay open forever
The Bigger Picture
Starmer's visit comes at a pivotal moment. With Trump's "America First" approach straining transatlantic ties, the UK is carving out independent trade relationships. China, eager to counter Western decoupling narratives, is welcoming the outreach.
For British brands, the message is clear: if you've been considering China, 2026 may be your best window in years.
The question isn't whether to explore China — it's whether you can afford not to.