Messe Frankfurt & Notes Shanghai Partner to Elevate China’s Booming Fragrance Market
In a strategic move set to redefine China’s burgeoning fragrance and beauty sector, global exhibition organizer **Messe Frankfurt** has officially announced its partnership with **Notes Shanghai**. This landmark collaboration marks Messe Frankfurt’s inaugural dedicated trade fair venture into China’s vibrant fragrance and beauty industry, signaling a significant commitment to this rapidly expanding market. By joining forces with Notes Shanghai, which stands as Asia’s sole event entirely dedicated to high-end perfumery, the partnership aims to seamlessly integrate Messe Frankfurt’s extensive international exhibition expertise and its powerful Beautyworld network with Notes Shanghai’s unparalleled market insight and robust connections within the global personal care industry.
The synergy between these two industry leaders is expected to create a formidable platform for growth. Edward Che, General Manager of Messe Frankfurt in Hong Kong, expressed his enthusiasm, stating, “This partnership represents an exciting milestone for us. We aim to fulfil the needs of both industry players and consumers.” This collaboration is poised to introduce fresh resources to Notes Shanghai, with a clear objective of significantly increasing its international attendance. The overarching goal is to boost the event’s global appeal, forge new business opportunities for participating brands and professionals, and ultimately support the exponential growth of China’s dynamic fragrance market.
Alex Wu, Founder of Notes Shanghai, echoed this ambitious vision, underscoring China’s ever-growing appetite for niche and creatively distinctive scents. Indeed, the recent surge in consumer interest within China’s high-end and niche fragrance market has set the stage for remarkable expansion, largely driven by individuals’ search for self-affirmation through unique olfactory expressions. The previous edition of Notes Shanghai, held last March, impressively gathered over 200 brands, a testament to the market’s vitality. “The rapid expansion of this trade show is a sign of the liveliness of China’s perfume ecosystem,” remarked Dao Nguyen, founder of marketing agency Essenzia ByDao, in a recent interview with Premium Beauty News, highlighting the momentum of the sector.
The market potential is substantial. According to data from the US consulting firm Frost & Sullivan, China’s perfume market is projected to grow by approximately 14%, reaching an estimated **EUR 5.8 billion by 2028**. This forecast solidifies China as a key player in the global fragrance landscape, making strategic partnerships like this increasingly vital.
The upcoming Autumn edition of Notes Shanghai, scheduled for **October 16 – 19, 2025**, at the prestigious West Bund International Convention and Exhibition Center, promises to be even grander. It will span an impressive **5,000 square meters** and is set to host over **200 exhibitors from more than 20 countries and regions**, with over 25% of these being international brands making their debut. Organizers anticipate attracting over **16,000 visitors**, including a diverse audience of retailers, distributors, department store representatives, e-commerce platform executives, influential figures, and passionate fragrance enthusiasts, all eager to explore the latest trends and innovations.
This year’s edition will feature several exciting highlights, enriching the attendee experience. **Shanghai Perfume Week**, presented in collaboration with the renowned French platform Nez, will serve as a dedicated area linking global olfactory culture with local Chinese creativity through engaging educational content and showcasing international exhibitors. The **Noses** space will be specifically dedicated to artisanal perfumers, offering invaluable insights into the intricate art of fragrance design and craftsmanship. Furthermore, **The Golden Osmanthus Awards 2025** will return as an industry recognition event, celebrating excellence in fragrance creation and branding, setting benchmarks for the future of perfumery.
Notes Shanghai, known for its dynamic approach, takes place twice a year, with both Spring and Autumn editions consistently attracting a wide array of fragrance professionals and enthusiasts. Each event features a meticulously curated line-up of premium brands and a robust conference program, thereby delivering a compelling blend of business networking opportunities, expert insights, and unparalleled sensory discovery. For more information, visit www.notesshanghai.com.
The burgeoning interest of Chinese consumers in the fragrance segment has also caught the attention of other major industry players. **Cosmoprof Asia**, scheduled to take place in Hong Kong from **November 12 to 14, 2025**, is set to introduce **Fragrance Avenue**, a brand-new area specifically dedicated to niche perfumes. This initiative builds on the established expertise of Esxence, the acclaimed Milan-based trade show for artistic perfumery, further solidifying Asia’s growing prominence in the global fragrance landscape.