Prior to the fair, Mr Edward Che, General Manager at Messe Frankfurt Shenzhen Co Ltd, said: “Notes Shanghai is especially timely as the Chinese fragrance sector has immense potential, with an increasing interest in niche, personalised scents. We are excited to launch our partnership with Notes Shanghai Exhibition Co Ltd to expand our fragrance portfolio in China, with the goal to build a stage where international expertise and local creativity converge. Leveraging our global networks and deep knowledge of the consumer goods and beauty industries, our vision is to create more than just a trade fair – it's a meeting point where the artistry of the past resonates with the imagination of the future.”
Commenting on the fair’s new start, Mr Alex Wu, Founder of Notes Shanghai Exhibition Co Ltd added: “The rising demand for fine fragrances across China presents a pivotal opportunity, shaped by discerning consumers and fresh creative energy. Through our new partnership, this upcoming edition will be a strategic launch point connecting worldwide innovations with the dynamic pulse of the local market, creating an essential ecosystem that accelerates growth for the entire industry.”
More than 16,000 visitors are expected to engage in meaningful business exchanges at Notes Shanghai, including perfume and cosmetics retailers, department stores, distributors, agents, e-commerce platforms, social media influencers, and fragrance enthusiasts.
Niche brands, special displays and zones that promises to captivate and inspire
Exhibiting brands from Africa, Asia, Australia, Europe, Middle East, and North America will present a diverse array of products including perfumes, home fragrances, car scents, scented candles, and traditional Chinese incense. Featured brands include 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.
In addition, special displays and zones will be set up to provide a sensory experience for both local and international buyers:
- Nine special showcases: including the featured “The Odyssey of Perfume History”, curated by the world’s only perfume conservatory, Osmothèque, which will make its debut in China with a rare showcase of classics from ancient Egypt to the 1970s, such as Chanel N°5, Guerlain Mitsouko, Dior Dioressence, and Coty L’Origan. Other thematic exhibitions include: “CARON' S FREE ODYSSEY”, “dsm-firmenich House of Musk exhibition”, “Dunhuang Resonances by MANE”, “Givaudan HAUTE PARFUMERIE Show”, “NOSE IDEA-Olfactory Art Experience”, “Notes Shanghai Osmanthus in Perfume”, “See the Scents Immersive Experiment Project” and “Tmall Fragrance Healing Expo”.
- Shanghai Perfume Week: a dedicated zone for overseas exhibitors invited by Nez – the French platform providing fragrance educational resources and workshops in the industry, showcasing international fragrance innovations.
- Scents Box: an interactive area featuring innovative machines for raw materials exploration and blind perfume testing, allowing participants to engage directly with the olfactory experience.
A global gathering of fragrant ideas and experiences
One of the key highlights of the fair will be the Golden Osmanthus Awards (GOA), the highest official honour in China’s fragrance industry. Held alongside Notes Shanghai, the 2025 GOA selection aims to recognise and celebrate outstanding fragrance creations and brands.
In addition, over 50 industry forums will bring together experts and influencers to share insights, explore trends, and foster connections within the fragrance community, featuring notable discussions such as:
- “The Power of Criticism: Perfume Reviewing as a Bridge Between Industry and Consumers”: Luca Turin, renowned for his groundbreaking contributions to olfactory science, will highlight how perfume criticism shapes dialogue between brands and consumers.
- “Writing Perfume: Translating the Invisible into Culture”: Victoria Frolova, founder of Bois de Jasmin, brings a literary perspective to fragrance. She will reflect on how perfume writing not only interprets scent but also situates it within broader cultural conversations.
- “Changing the ‘Perfume Desert’ of Japan: The Challenge of NOSE SHOP”: Tomonobu Nakamori from NOSE SHOP Inc will share his business perspective on the Japanese fragrance industry.
- Insights into the US perfume market: keynote speaker and perfume influencer Sebastian Jara will provide an in-depth look at current trends within the US perfume market.
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 2,500 people at its headquarters in Frankfurt am Main and in 29 subsidiaries, it organises events around the world. Group sales in financial year 2024 were around € 775 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
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