SHANGHAI, July 1 (Xinhua) -- As an warm-up event for the upcoming China International Import Expo (CIIE), the 2018 Belt and Road Brand Expo kicked off in Shanghai Friday.

More than 200 enterprises from 40 countries and regions along the Belt and Road are showcasing their products and services, including food, cosmetics, handicraft, jewelry, clothes, and tourism products at the expo.

"Institutions and associations from countries and regions along the Belt and Road are attending the expo. They are also looking forward to attending the CIIE in November," said Yang Jianrong, head of Council for the Promotion of International Trade in Shanghai.

"The CIIE will be one of the most important events for my company this year," said Dariya Tlepbergenova, a Kazak national who volunteered at the brand expo last year but now graduated from a Shanghai university and found a job in the city.

"The Belt and Road Initiative has not only deepened economic and trade cooperation between China and Kazakhstan but also brought more opportunities for young people," she added.

"We have more visitors who are interested in our truffles and skin care products at the expo this year because of Croatian team's excellent performance in the World Cup," said Jonas Huang, from the Croatian Chamber of Commerce, adding more new products from Croatia will be shown at the CIIE.

"The CIIE will be a good platform for Croatia to show our products and services to the world. It will also facilitate people-to-people exchanges," said Huang.

With the theme "Quality life to share," the expo runs until July 1 and will then travel to Chongqing in November.