Held on April 2-5, the Spring Edition of Notes Shanghai drew 17,661 visitors from 37 countries to the West Bund International Convention and Exhibition Centre. The event hosted around 200 exhibiting brands from nearly 30 countries and regions, alongside 10 boutique stores, and 12 fragrance houses.
“The strong international turnout this spring – with exhibiting brands and buyers from across Asia, Europe, and beyond – reflects notable confidence in China’s dynamic fragrance market. Over four bustling days, the halls were filled with lively conversations and opportunities to make new connections. Notes Shanghai has once again proven itself as a strategic gateway for cross-border collaboration, connecting overseas brands with local innovators. Looking ahead, we will continue to unlock the potential of the regional market and shape the future of fine perfumery in China and key markets worldwide,” commented Edward Che, General Manager of Messe Frankfurt (Shenzhen) Co Ltd, upon the fair’s closing.
A mix of international and local names shared the spotlight, offering B2B and B2C buyers a wide range of sourcing options and creative inspiration, across fine perfumery, home fragrances, car perfumes, scented candles, and traditional Chinese incense. Exhibiting brands included distinguished names such as Boadicea the Victorious (UK), Ella K (France), Montale (France), Parfums de Nicolaï (France), and Parfums Dusita (France), among others.
“Notes Shanghai is a pivotal platform for deepening our presence in China, and for reaching discerning Asian customers. Its curated audience and industry influence make it the ideal venue to forge meaningful collaborations, as it bridges cultural gaps and connects brands with partners who truly understand niche perfumery,” commented Ruxandra Fodor, PR Manager at France’s Kajal Perfumes.
Local exhibitors also expressed positive feedback. Yuzhong Wang, Founder of Zhufu, commented: “For us, Notes Shanghai serves as a vital platform to build B2B connections while also reaching end consumers. It is highly professional and offers excellent networking opportunities, and we especially value its international appeal. We have already connected with many overseas clients here.”
When it came to market trends, exhibitors noted that tea, fruity, and milky notes remained popular, while woody and metallic facets drew growing interest. Visitors also showed strong appetite for bold, spicy, and food-inspired scents.
During the four days of the event, over 40 forums and seminars delivered market insights and original perspectives from industry professionals. Topics spanned technique and artistry, heritage and reinvention, sensory expression and cross-cultural dialogues, as well as market dynamics, designed to help companies and perfumers stay ahead of emerging trends while discovering new creative directions in perfumery.
At a roundtable session, Ms Daisy Shi, Marketing Director, Fine Fragrance Asia at dsm-firmenich, spoke about her insights into fragrance trends across Indonesia and China with other regional leaders. She commented: “We are delighted to see Notes Shanghai become a leading platform in shaping fragrance trends, and the innovative use of local ingredients is a standout highlight for domestic brands. Our company is leveraging technology to restore the true aromas of pandan and guava, challenging the notion that such fruit notes cannot be premium. Through a localised approach, we hope to be a trendsetter and bring a new experience to Asian consumers.”
Notes Shanghai is held twice a year – Spring and Autumn edition.
