China Pavilion a hit with visitors at Expo Milano 2015

LED stalks at the China Pavilion showcase different patterns, including traditional terraced fields, colorful flowers and changing lights. [Photo by Tuo Yannan/China Daily]

Changyu is also negotiating with the Generali Group, which has seven chateaus in Italy. The agreement would allow Changyu to use Generali's wine laboratory, one of the most advanced in the world.

"Every province places a lot of emphasis on this platform. We held events in various formats including visiting local enterprises, banquets and trade fairs. We also received very positive feedback from the Italian side," Wang said.

Many Chinese companies seek business opportunities in Italy through the platform. Founded in 1998 at Weifang, Shandong, Foton Lovol International Heavy Industry Co recorded 2.8 billion euros ($3.1 billion) in sales revenue last year. It also bought an Italian agricultural machinery company earlier this year.

"Through the acquisition, we would like to promote high-end agricultural machine in the Chinese market, and it will set up a new center in Italy Emilia Romagna," said Massimo Zubelli, general manager of Lovol Europe, during the trade fair at Shandong Week.

More economic trading functions are expected to play major roles in the design of China pavilions in future world expos, to use the global platform to propel international trade relationships, Wang said.

Contact the writer at tuoyannan@chinadaily.com.cn