Notes Shanghai 2025 AWBridging Heritage and Innovation in Fragrance
A Global Gathering Celebrating Craft, Creativity, and Commerce
Shanghai, China — From 16th to 19th October 2025, the West BundInternational Convention and Exhibition Center became the epicenterof the fragrance world as it hosted Notes Shanghai 2025AW. Spanningover 6,000 sqm, the event brought together nearly 300 fragrancebrands from 30 countries, creating an unparalleled platform wheretradition and innovation converged. Under the theme “Past andFuture,” the fair provided a comprehensive view of the globalfragrance industry, highlighting both the rich heritage and emergingtrends that are shaping the sector today.
Opening Ceremony
The opening ceremony featured addresses by Mr. Wang Wanxu, Chairman of the China Daily Chemicals Association and Chairman of the Golden Osmanthus Award; Ms. Xu Ru, Secretary-General of the China Daily Chemicals Association; Ms. Wendy Wen, Managing Director of Messe Frankfurt (HK) Ltd; Mr. Alex Wu, Founder of Notes Shanghai Exhibition Co. Ltd; Mr. Mathieu Chévara, Co-founder and Creative Director of NEZ Olfactory Culture Magazine; Mr. Matthieu Prat, Chairman of the Jury of the 2025 Golden Osmanthus Award; and Mr. Zhu Yuchen, Chairman of the Supervisory Committee of the 2025 Golden Osmanthus Award and Director of the Fine Fragrance Division at Symrise.The dignitaries shared their insights on the growth of China’s fragrance industry and opportunities for global collaboration. The ceremony concluded with a group photograph of all speakers and organisers, marking the formal inauguration of Notes Shanghai 2025AW.
Global Participation and Industry Presence
This edition featured a mix of 40% domestic Chinese brands and 60% international brands, representing markets from Europe, Asia, North America, the Middle East, and Oceania. Renowned brands such as AMOUAGE (Oman), BORNTOSTANDOUT (Korea), CARON (France), Etat Libre d’Orange (France), Jo Loves (the UK), melt season (China), MEMO PARIS (France), Mendittorosa (Italy), NASOMATTO (Italy), Skandinavisk (Denmark) and many more exhibited their latest creations. The diversity of exhibitors ensured a truly global perspective, from perfumes and home fragrances to scented candles, car perfumes, and traditional Chinese incense. This blend of international and domestic expertise highlighted China’s growing significance in the premium and niche fragrance markets.
Press Conference
The press conference featured Julia Uherek and Philipp Ferger, Vice Presidents of Consumer Goods Fairs, Messe Frankfurt Exhibition GmbH, who addressed the media about the upcoming 2026 editions of Beautyworld, Ambiente, Christmasworld, and Creativeworld. Teresa Heitor, Portfolio Director at Messe Frankfurt Middle East, further elaborated on the upcoming Beautyworld shows and shared insights into the Middle Eastern markets. Alex Wu, CEO of Notes Shanghai, also addressed the gathering, while Edward Che, General Manager of Messe Frankfurt Shenzhen Co. Ltd., and Wendy Wen, Managing Director of Messe Frankfurt (HK) Ltd., were present at the occasion. In addition to discussions on market trends and innovations, the organisers announced the schedule of forthcoming Beautyworld events — to be held in Riyadh, Saudi Arabia (18–20 May 2026), Tokyo, Japan (18–20 May 2026), Fukuoka, Japan (16–18 February 2026), Nagoya, Japan (23– 25 March 2026), and Tashkent, Uzbekistan (20–22 November 2025) for Beautyworld Central Asia. Furthermore, Ambiente, Christmasworld, and Creativeworldwill take place from 6–10 February 2026 at the Frankfurt Fair and Exhibition Centre. The press conference concluded with Julia Uherek, Philipp Ferger, and Alex Wu engaging with media representatives during a Q&A session, followed by a group photograph.
Special Showcases: Experiencing Fragrance Beyond the Bottle
The fair featured nine immersive showcases designed to engage visitors with olfactory art, innovation, and history.
- “The Odyssey of PerfumeHistory” curated by the world’sonly perfume conservatoryOsmothèquemade its debutin china with a rare showcaseof classics from ancient Egyptto the 1970s, such as ChanelN°5, Guerlain Mitsouko, DiorDioressence, and Coty L’Origan.
- “Need Not Bright Colors toBe the Best – Notes ShanghaiOsmanthus in Perfume”
- Givaudan Haute Parfumerie Show
- CARON’S FREE ODYSSEY
- dsm-firmenichHouse of MUSK
- Dunhuang Resonances by MANE
- NOSE IDEA – Olfactory ArtExperience
- See the Scents – ImmersiveExperiment Project
- Tmall Fragrance Healing Expo
The “Nose” Zone: Spotlight on Perfumers
A major highlight was the “Nose Zone,” dedicated to perfumers and their creative journeys. Leading fragrance houses and their perfumers included:
- TechnicoFlor– Cherry Li,Bérengère Bourgarel, JérémySabater, Pierre Flores
- CPL Aromas – Lam Siu Chung
- Givaudan – Jasmine
- FECHII – Philip Montague
- DHFF – Tianle Feng
- HERYNN – Tony Liu, Joe Gu
- MANE – Julia Ling, Gary Wang,Cathy Lu, Jane Tang, MaximeExler, Cécile Matton, RalfSchwieger, Julie Massé, VéroniqueNyberg
- dsm-firmenich– Steve Guo,Ashley Balavoine, Douglas Morel,Kira Zhu
- Robertet– David Huang, GuMeng, Somnus Zhou, Jinyu Ju,Shanshan Wang
- IFF – Gwen Gao
Special Displays:
- Shanghai Perfume Week, co-organized with NEZ
- Fragrance Salon by InteriorLifestyle China
- Scents Box offered hands-onexploration of raw materials andblind-testing experiences, allowingattendees to engage directly witholfactory science.
These initiatives reflected the industry’s shift toward experiential fragrance, blending education, engagement, and interaction.
Concurrent Programs:
Knowledge and Insights: 50+ Industry Forums
Notes Shanghai 2025AW also served as a knowledge hub, hosting over 50 forums and keynote sessions.
- “Past and Future” Roundtable featured Luca Turin (Perfume Critic), Julien Rasquinet (CPL Aromas), Victoria Frolova(Bois de Jasmine), Steve Guo (dsmdsmfirmenich),and Francesco Vidili.
- “The Osmothèque: Guardian of Perfume History” by Anne-Cécile Pouant (Director Osmothèque Conservatoire International des Parfums).
- “Changing the Perfume Desert of Japan – The Challenge of NOSE SHOP” by TomonobuNakamori (Founder and CEO,NOSE SHOP Inc.)
- Insights into the US perfumemarket: keynote speaker andperfume influencer SebastianJara provided an in-depth lookat current trends within the USperfume market.
Golden Osmanthus Awards: Recognizing Excellence
The Golden Osmanthus Awards (GOA), China’s highest fragrance honor, were presented alongside the exhibition. The awards celebrated exceptional fragrance creations and brands, reinforcing Notes Shanghai’s role as a platform for industry recognition and innovation.
Notes Shanghai 2025AW successfully demonstrated that fragrance is more than a product—it is an experience, a craft, and a cultural narrative. From immersive showcases and interactive zones to the celebration of perfumers and industry knowledge, the event reflected the vibrancy, innovation, and global outlook of the fragrance industry in China.
For the global fragrance community, Notes Shanghai remains a benchmark platform — a place where the past and future of scent converge.
About Messe Frankfurt
Messe Frankfurt is the world’s largest trade fair and event organiser, with its own exhibition grounds and a presence in 180 countries. Employing around 2,500 staff, it offers services from exhibition space rental and construction to marketing and event management. Sustainability, digital innovation, and social responsibility are central to its operations. The company is owned by the City of Frankfurt (60%) and the State of Hesse (40%).
About Notes Shanghai Exhibition Co Ltd
Notes Shanghai is China’s premier international fragrance exhibition, held twice a year. As the exclusive authorised exhibition of the Golden Osmanthus Awards (GOA), it showcases premium fragrance brands, fosters international exchange, and promotes innovation in perfumery. Organised by Notes Shanghai Exhibition Co Ltd, it offers a curated, professional, and immersive experience for industry professionals and fragrance enthusiasts alike.
