Mr Edward Che, General Manager of Messe Frankfurt (Shenzhen) Co Ltd, said: “Fragrance is a universal language – one that resonates deeply with all of us. The theme ‘Boundless’ reflects how fragrance creation transcends geographic and cultural borders, opening new avenues for niche growth and opportunities. Notes Shanghai strives to connect brands with new markets and partners across the globe, while fostering a community united by a shared passion for scents. We look forward to witnessing how this edition will continue to expand the boundaries of olfactory expression and facilitate exchange and connections across the industry.”
Mr Alex Wu, Founder of Notes Shanghai Exhibition Co Ltd, echoed this sentiment: “As China’s fragrance culture continues to grow, Notes Shanghai evolves with each edition. Building on the foundations of previous shows, this edition pushes boundaries by bringing together diverse cultural backgrounds and creative perspectives, allowing scent to be expressed and experienced across a wider range of contexts. More than a showcase, the 2026 Spring Edition serves as a space that connects creativity, communities, and culture, letting scent spark new dialogues and possibilities.”
Global fragrance community gathers to forge cross-border partnerships
The boundless vision comes to life through the fair’s extensive lineup, bringing together more than 200 brands from nearly 30 countries and regions. Representing Asia-Pacific, Europe, and the Middle East, the stellar lineup blends established icons and emerging innovators, such as Boadicea the Victorious (the UK), Etat Libre d’Orange (France), Farmacia SS. Annunziata 1561 (Italy), Matiere Premiere (France), and Parfums Dusita (France), alongside distinguished Chinese brands like Mobius, Voice From The Sky, and Zhu Fu.
This robust international presence reflects sustained interest in the growing domestic fragrance market. Buyer delegations from within China and beyond, including representatives from perfume associations and boutique stores, will attend to build partnerships and uncover new creations, reinforcing the fair’s role as a vital hub for cross-border networking and trade.
Where artistry meets innovation: targeted areas spotlighting sensory discovery
The 2026SS edition will foster industry growth by presenting nine thematic showcases exploring diverse olfactory narratives – from heritage classics to cross-sector inspiration – alongside special zones and interactive displays.
Among the thematic showcases are those delving into multi-sensory experience – namely SENTIRE®️ – The Art of Smelody, exploring the dialogue between music and scent; as well as Sight & Scent by Sandy-Z, celebrating artistry in vessel design and fragrance. Also on view are Aphorisms of A Perfumer, a tribute to the renowned Dominique Ropion; and The Odyssey of Perfume History Season 2 – Perfume Families, organised in collaboration with Osmothèque.
Other special showcases will also explore a wide spectrum of olfactory expression, including AromaHydro by CPL, envisioning the future of fragrance technology; Dose of Pleasure by dsm-firmenich, exploring scent as a source of emotional uplift; Boldful Grace by Givaudan, presenting a fresh take on modern femininity that is both playful and powerful; and Fragrance of the Song Dynasty Exhibition by IFF, drawing inspiration from China’s imperial heritage. Rounding out the showcases is the Golden Osmanthus Award Winners Showcase, a curated presentation of the 2025 award-winning niche perfumes in recognition of exceptional fragrance creations and brands.
The experience extends further with special zones and displays:
- Nose Vibe – a new zone spotlighting emerging Chinese brands, offering a curated platform to discover exciting new labels. It will bring together a dynamic selection of fresh, boundary-pushing offerings shaping the next generation of China’s niche fragrance landscape.
- Nose Idea – the zone showcasing distinguished works by visionary perfumers, featuring Mr Luca Maffei from AFM, Mr Tianle Feng from DHFF, Mr Philip Montague Peters from Fechii, and Mr Jérémy Sabater from TechnicoFlor, among others. Visitors can engage with their signature creations and hear the creators discuss the philosophies behind them.
- Scents Box – a popular attraction that invites visitors to take on a blind perfume testing challenge. With interactive devices placed throughout the halls, visitors can discover the scents of different raw ingredients, experiment with fragrance composition, and share their own reviews.
Engaging forums and NEZ in China publication to elevate the scent experience
Beyond the displays, the energy of inspiration and exchange will continue through an extensive fringe programme, with over 40 forums and seminars that examine industry directions and consumer shifts shaping the next chapter of fragrance.
Highlights of the programme include:
- My Favourite Chinese / International Perfumes – dedicated sessions in which influencers, journalists, and content creators from around the world reveal their favourite local and international fragrance creations at the 2026SS edition, offering an intimate glimpse into consumer tastes and trends.
- Resonance & Reminiscence: From China to SEA, Unpacking Asia's Fragrance Trends – a roundtable where fragrance leaders from dsm-firmenich across Asia will examine scent ingredients and consumer preferences shaping the regional fragrance development, shedding light on market strategies.
- The ‘Slow’ and ‘Deep’ of Niche Perfume: An Oriental Fragrance Worldview – a dialogue between Mr Sean Liu, founder of Chinese pioneering perfume brand Chu Jian, and MANE perfumer Mr Maxime Exler, exploring how Eastern philosophies inspire new frontiers in fragrance creation.
Complementing the discourses, the highly anticipated third edition of NEZ in China will be released at the fair, under the title ‘Scented Echoes.’ Produced in collaboration with NEZ, an esteemed French olfactory magazine, this seminal publication will deliver a deep analysis of the emerging trends in China’s niche fragrance market, share expert perfumery knowledge, and offer editorial picks for fragrance discovery.
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