In recent years, China’s policies regarding cross-border e-commerce (CBEC) for imported health foods have generally shifted from prioritizing “easy market access” to a model of “convenience combined with strict regulatory oversight”. The basic framework continues to treat CBEC retail imports as “items imported for personal use”, exempting them from first-import registration or filing requirements. Products may be sold in accordance with the standards of their country of origin, but platforms and enterprises must fully inform consumers of any potential discrepancies with Chinese standards.

The 2025 Opinions on Further Strengthening Whole-Chain Supervision of Food Safety further proposed establishing a negative list for CBEC retail food imports, strengthening information sharing between Customs and market supervisors, clarifying recall responsibilities, and enhancing supervision of recalls for problematic product. Overall, the cross-border import of health foods has not been subject to a “one-size-fits-all” tightening of regulations; however, requirements for ingredient compliance, risk warnings, platform responsibilities, and post-sale recalls have significantly increased, moving the industry toward closer alignment with general trade. However, as for now, there are no clear indications that CBEC imports of health foods will be fully subjected to the same requirements as general trade, such as mandatory GACC registration of overseas manufacturers or Blue Hat registration/filing.

To help companies respond to these policy changes, CIRS Group, together with HPA-Global, organized this webinar.