Upon the fair’s closing, Mr Edward Che, General Manager of Messe Frankfurt (Shenzhen) Co Ltd, commented: “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.”
Mr Alex Wu, Founder of Notes Shanghai Exhibition Co Ltd, added: “We are pleased to see this edition bring together different cultural inspirations and fresh perspectives. As one of Asia’s most influential fragrance platforms, we are committed to evolving with the industry. By working with perfume experts and creative talents from diverse backgrounds, we aim to enrich the fair’s offerings and facilitate greater exchange across the fragrance ecosystem. We believe these conversations and connections will help spark new creative directions for notes – not just in China, but also across Asia and beyond.”
A world of scent, a gateway to connection
The 2026SS edition saw the presence of nearly 200 exhibiting brands, 10 boutique stores, and 12 fragrance houses, presenting a diverse range of products and expertise across fine perfumery, home fragrances, car perfumes, scented candles, and traditional Chinese incense. A mix of international and local names shared the spotlight, offering B2B and B2C buyers a wide range of sourcing options and creative inspiration. Distinguished names included Boadicea the Victorious (UK), ELLA K (France), Montale (France), Parfums de Nicolai (France), and Parfums Dusita (France), among others. Highlighting its role as a key gateway for global brands seeking access to China, this robust overseas line-up underscored sustained interest in China’s fragrance market, with 60% of brands coming from outside the country and nearly half making their debut in the Chinese market.
The fair has proven its impact in driving business growth and expanding industry networks, with more than 70% of exhibiting brands returning. Among them was Kajal Perfumes from France, with Ms Ruxandra Fodor, the company’s PR Manager, emphasising the fair’s strategic value to the brand: “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.”
Local exhibitors also expressed positive feedback. Mr 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.”
Leading hub for olfactory trends and discoveries
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. Notably, over 100 new products launched at the 2026SS edition – further strengthening the fair’s position at the forefront of industry innovation.
The vibrant showcase proved highly attractive to first-time visitors seeking fresh inspiration, including Ms Emma Mokaya, Owner of Kenya’s niche perfume shop Scented Journeys, who said: “This is our first visit to Notes Shanghai, and I am truly impressed by the sheer variety of creative scents on site. The fair offers an international perspective with the latest releases and most inspiring olfactory concepts. As an owner, I am always looking to bring back interesting discoveries, and this is the perfect platform to find them.”
Thematic showcases and expert-led discussions link aroma to insight
Beyond the booths, Notes Shanghai amplified its role as a conduit for scent innovation across the globe through its extensive fringe programme. With thematic showcases, special zones, and a rich line-up of forums and seminars, the programme drew engaged crowds and enthusiastic participation throughout the fair.
In collaboration with Osmothèque, the world’s only perfume archive, as well as top brands and fragrance houses, the 2026SS edition featured nine thematic showcases that took visitors on an alluring, layered olfactory journey. In its inaugural ‘Masters’ series, Notes Shanghai presented Aphorisms by Dominique Ropion, a special showcase dedicated to the legendary perfumer from International Flavors & Fragrances (IFF). Centred on his iconic creations, the showcase explored both the structure of his fragrances and the creative logic behind them, offering insight into the core of perfumery. Mr Ropion was also present on site, sharing his vision with Chinese fragrance professionals and enthusiasts.
Additionally, 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.”
For more information about Notes Shanghai, please visit: www.notesshanghai.com
Background information on Messe Frankfurt
The Messe Frankfurt Group is the world’s largest trade fair, congress and event organiser with its own exhibition grounds. With a workforce of some 2,700* people at its headquarters in Frankfurt am Main and in 29 subsidiaries, it organises events around the world. Group sales in financial year 2025 were around € 766* million. We serve our customers’ business interests efficiently within the framework of our Fairs & Events, Locations and Services business fields. One of Messe Frankfurt’s key strengths is its powerful and closely knit global sales network, which covers around 180 countries in all regions of the world. Our comprehensive range of services – both onsite and online – ensures that customers worldwide enjoy consistently high quality and flexibility when planning, organising and running their events. We are using our digital expertise to develop new business models. The wide range of services includes renting exhibition grounds, trade fair construction and marketing, personnel and food services.
Sustainability is a central pillar of our corporate strategy. Here, we strike a healthy balance between ecological and economic interests, social responsibility and diversity.
For more information, please visit our website at: www.messefrankfurt.com/sustainability
With its headquarters in Frankfurt am Main, the company is owned by the City of Frankfurt (60 percent) and the State of Hesse (40 percent). For more information, please visit our website at: www.messefrankfurt.com
*Preliminary figures 2025
Background information on Notes Shanghai Exhibition Co Ltd
Notes Shanghai, the premier international exhibition for the fragrance industry, is held twice a year – Spring and Autumn edition. As the exclusive authorised exhibition of the Golden Osmanthus Awards (GOA) — the highest official honour in China’s fragrance industry — Notes Shanghai is organised by Notes Shanghai Exhibition Co Ltd, a subsidiary of Golden Osmanthus Culture Group. The event is distinguished by its professionalism, international outlook, and deep focus on the fine fragrance sector.
The exhibition seeks to foster international exchange within the fragrance industry, promote originality and innovation, and provide valuable networking opportunities for both professionals and enthusiasts. With its comprehensive conference agenda and a curated selection of high-quality brands, it offers a unique and premium experience for industry experts and the public alike.
Background information on Conzoom Circle