NOTES SHANGHAI 2025:A Fragrant New Chapter for China’s Growing Market
This October, Shanghai will once again become the epicenter of fragrance innovation as Notes Shanghai returns to the West Bund International Convention and Exhibition Center (16–19 October 2025). But this year marks a turning point. Through a strategic partnership between Notes Shanghai Exhibition Co Ltd and Messe Frankfurt (Shenzhen) Co Ltd, the fair is stepping into a new era of international collaboration, poised to elevate both the business landscape and creative dialogue within China’s fast-expanding fragrance industry.
Messe Frankfurt, one of the world’s most respected trade fair organizers, is bringing its Beautyworld network and global expertise to the show. For the first time, the company will co-organisea fragrance and beauty fair in China, signaling the industry’s growing importance in the region. “This partnership represents an exciting milestone for us,” said Edward Che, General Manager at Messe Frankfurt (HK) Ltd. “We aspire toattract more international brands,foster innovation, and provide apremium platform that connectsexhibitors with both businessesand fragrance lovers.”
For Alex Wu, Founder of NotesShanghai Exhibition Co Ltd, thecollaboration aligns with the risingdemand for niche and creativescents in China. He explained,“The recent surge in consumerinterest has set the stage for significant expansion. This partnershippools international resourcesand strengthens our B2B focus,helping brands and retailers buildstronger ties.”
A Premium Showcase for Global Scents
Spread across 5,000 sqm, the exhibition will feature 200+ exhibitors from over 20 countries, with more than 25% international brands making their debut. Notably, over half of the displayed products will come from overseas, giving Chinese buyers a fresh window into global olfactory artistry. The fair expects to welcome 16,000+ visitors, ranging from retailers and distributors to e-commerce platforms, department stores, influencers, and passionate fragrance enthusiasts. The exhibition will go far beyond displays. Among its highlights:
- Shanghai Perfume Week – held in collaborationwith NEZ (France), connecting international expertise with local creative voices through workshops and educational sessions.
- Noses –a dedicated space spotlighting perfumeartisans, offering visitors a chance to engage directly with creators and understand the craft behind scent-making.
- Golden Osmanthus Awards 2025 – China’smost prestigious fragrance award ceremony, celebrating excellence in perfume creation and branding, will run alongside the show.
Beyond Business: Shaping China’s Fragrance Culture
Notes Shanghai isn’t just a trade event—it isincreasingly shaping the culture of scent in China.By combining professional networking with publicexperiences, it reflects the country’s dual appetitefor creativity and commerce in perfumery. WithMesse Frankfurt’s backing, the show is set to growin international stature, firmly establishing Shanghaias a hub for fragrance innovation.
As China’s fragrance industry continues its rapidgrowth, Notes Shanghai 2025 promises to be morethan a trade fair—it will be a celebration of scent,artistry, and opportunity.
