Nvidia CEO Jensen Huang made a surprise visit to Beijing on Thursday, signaling the U.S. chipmaker's ongoing commitment to the Chinese market despite escalating U.S. export restrictions that threaten a significant portion of its business.

According to multiple sources familiar with the trip, Huang met with several nvidia clients in China, including DeepSeek founder Liang Wenfeng, to explore the design of next-generation chips tailored for Chinese customers. He also held closed-door talks with Chinese Vice premier He Lifeng—an unusually high-level political engagement for Huang, who typically avoids publicized meetings with Chinese officials.

The visit came just days after Nvidia warned of a potential $5.5 billion revenue hit from new U.S. export restrictions targeting its H20 chip—a lower-powered model specifically designed to comply with previous Biden-era regulations. These new measures, reportedly encouraged by former President Donald Trump, caught Nvidia off guard and triggered a sell-off in its stock.

Despite tightening controls, Nvidia is not retreating. Huang's visit and discussions underscore the company's determination to maintain its presence in China, which generated $17 billion in sales last year. Plans for the trip were finalized shortly after China's State Council approved Nvidia's meeting request earlier this week.

Huang emphasized China's strategic importance to Nvidia and expressed hope to "continue cooperating" with the country, according to state-owned broadcaster CCTV.

Huang further stated that the enhanced U.S. export controls have already had a significant impact on Nvidia's business. "Every country is accelerating technological applications and innovation, which will reshape the global market—including China. We've grown with the Chinese market over the past 30 years. China's vast consumer base, vibrant ecosystem, and software strength have driven Nvidia's innovation. The deep cooperation with Chinese companies has made us a stronger global enterprise. Therefore, Nvidia will continue to optimize products that meet regulatory requirements and remain firmly committed to serving the Chinese market."

Nvidia's future in China now hinges on its ability to thread the regulatory needle—designing chips that both satisfy U.S. export rules and appeal to China's AI-driven tech ecosystem. Huang's presence and diplomacy on the ground suggest the company is determined to make that balancing act work.