When the fledgling China International Aviation & Aerospace Exhibition (Airshow China) began recruiting potential overseas exhibitors the question was inevitably, " Where is Zhuhai?" That was only one of the hurdles facing Lin Jieru, deputy manager of Zhuhai Airshow Co, who joined the company 16 years ago.

Airshow China debuted in 1996 and was eclipsed in service, marketing, and professionalism by the century-old Farnborough International Airshow in the UK and France's Paris Air Show. "But now as soon as you talk about the event, everyone knows it's in Zhuhai," Lin quickly adds.

Lin was born in nearby Jiangmen City on Aug 26, 1980, the date the Zhuhai Special Economic Zone was established. At age 11 her family moved to Zhuhai. When she was a student, Lin was taken to the exhibition as a spectator. It made quite an impression; Lin joined Zhuhai Airshow Co as soon as she graduated from college in 2004.  

Lin Jieru at Airshow China [Photo provided by Lin Jieru / Guanhai App]

She had become one of the Airshow staff that had to impress the rest of the world. Many exhibitors refused to participate in such an "unprofessional" event because, for example, there initially were no clear Professional or Public days set aside. The situation, however, was resolved before the 3rd Airshow China in 2000.

Another major challenge was hard to overcome when Lin was soliciting exhibitors at the Paris Air Show in 2005. Many had not heard of Zhuhai due to the city's low-profile on the international stage. Nonetheless, matters greatly improved with publicity generated by Zhuhai Airshow Co, and more significantly, with leapfrog development of the city and its extensive transportation network.

While at the 2005 Paris Air Show, Lin was captivated by the world's largest wide-body passenger plane -- the A380 -- and wanted it exhibited in Zhuhai. Only three years later, the A380 appeared at the 7th Airshow China.

Over more than two decades, Airshow China has become one of the five most prestigious aerospace exhibitions in the world. It is widely participated in by the world's top 100 companies and China's top 10 military enterprises. As a point in fact, the exhibition area ballooned from 8,000 sq m (2 acres) to 100,000 sq m (25 acres).

The 13th Airshow China will take place at the Zhuhai Airshow Center in Jinwan District from Nov 10 to 15. As of now, 500 renowned aerospace enterprises have confirmed participation. No longer do they ask where or what Zhuhai is; it is the gateway to what is expected to very soon be the world's largest aviation market.