The State Administration for Market Regulation (SAMR) is a prominent Beijing-based Chinese governmental body, established in 2018 to consolidate market supervision. Its primary mission is to enhance market oversight efficiency and maintain fair competition. SAMR’s main areas of activity include comprehensive market regulation, antitrust enforcement, product quality and safety, consumer protection, and intellectual property. As China’s primary antitrust regulator, it plays a pivotal role in standardising and maintaining market order, ensuring a trustworthy and competitive business environment across the People’s Republic of China.