Since 2025, Notes Shanghai has been associated with Messe Frankfurt’s global Beautyworld network, further enhancing its international visibility while maintaining its strong local expertise and close industry ties. The collaboration brings together Messe Frankfurt’s international footprint and trade fair expertise with the fair’s dedicated focus on niche perfumery and its close ties to China’s fragrance community, creating a platform for cross-border exchange and sustainable sector growth.
Building on this powerful partnership, the 2026SS edition is set to connect industry players with new opportunities and key trends in China’s growing fragrance market.
Commenting on the fair’s return, Mr Edward Che, General Manager of Messe Frankfurt (Shenzhen) Co Ltd, highlighted the growing momentum: “Entering the second year of our strategic collaboration with Notes Shanghai Exhibition Co Ltd, we are excited to deliver even greater impact for the niche fragrance sector with the spring edition. By leveraging our global Beautyworld network and resources, we are dedicated to expanding the fair’s reach, cultivating innovation, and introducing more international brands to China. The strong take-up reflects confidence in this dynamic market.”
Echoing this sentiment, Mr Alex Wu, Founder of Notes Shanghai Exhibition Co Ltd, emphasised the platform’s strategic importance: “Notes Shanghai works to deepen connections and drive progress within one of the world’s largest fragrance markets. We are seeing that consumer choices are becoming more diversified, with a stronger focus on cultural storytelling and emotional resonance. This edition is themed 'Boundless', aiming to transcend cultural and creative boundaries, and to provide fragrance creators with an open, cross-disciplinary platform where inspiration flows freely and diverse expressions and collaborations are encouraged.”
As Asia’s leading perfume exhibition and one of the few dedicated trade platforms in its sector, Notes Shanghai is uniquely positioned to offer nuanced insights into shifting consumer preferences. With China’s fragrance market forecast to grow at approximately 8% annually over the next five years,[1] the fair informs the business and product strategies of brands, perfumers, distributors, and retail channels, supporting them in navigating this thriving landscape.
A global nexus for encounters in fragrance
The 2026SS edition will bring together over 200 brands from over 30 countries and regions, including Australia, China, France, Italy, Saudi Arabia, Switzerland, Thailand, Türkiye, the UAE, the UK, and Vietnam. Spanning 6,000 sqm, the fair is expected to attract more than 8,000 professional visitors, comprising distributors, retailers, e-commerce platforms, influencers, and investors, among other industry participants. The strong international presence will not only bring a rich array of distinctive scent philosophies but also facilitate cross-regional collaboration.
The exhibitor lineup features a compelling blend of established icons and emerging innovators, headlined by winning brands of the 2025 Golden Osmanthus Awards (GOA) – China’s first official fragrance industry accolade. Standout exhibitors include Boadicea the Victorious (the UK), ELLA K (France), Etat Libre d’Orange (France), Farmacia SS. Annunziata 1561 (Italy), Fragrance Du Bois (France), Matiere Premiere (France), MDCI Parfums (France), MEO FUSCIUNI (Italy), Mobius (China), NICOLAÏ Parfumeur-Créateur (France), Papillon Artisan Perfumes (the UK), Parfums Dusita (France), The O.B.A (Thailand), Voice From The Sky (China), and Zhu Fu (China).
Against this vibrant backdrop, visitors are set to embark on an immersive sensory journey exploring a complete product ecosystem, ranging from fine perfumery, home fragrances, car perfumes, scented candles, to traditional Chinese incense.
Nine curated showcases to enrich the narrative of scent
Additionally, the 2026SS edition will elevate its offerings with nine special showcases. These thematic exhibitions will provide multi-dimensional perspectives on perfume blending, delving into the fusion of fragrance, history, and art. By bridging cultural legacy with modern creative expression, the displays are set to inspire new ideas for perfumers and brands alike.
Featured prominently, the world’s leading flavour and fragrance houses – CPL Aromas, dsm-firmenich, Givaudan, and IFF– will each present dedicated showcases at the fair. The displays will address pivotal industry topics, from raw materials and perfume design to practical applications, offering fresh ideas and professional insights aimed at driving progress within the sector.
Other highlights presented by Notes Shanghai include:
- The Odyssey of Perfume History Season 2 – Perfume Families – co-organised with the world’s only perfume conservatory, Osmothèque, builds on the success of the previous edition’s The Odyssey of Perfume History, offered visitors a journey through the legacy of timeless fragrances. The new chapter will present a curated collection of classic perfumes shipped from Paris to Shanghai, tracing the evolution and interplay of foundational scent families throughout the history of fragrance; and
- Masters – a tribute to the legendary perfumer Mr Dominique Ropion, who has shaped the fragrance industry, inviting visitors to explore the heritage and evolving artistry of perfumery.
For more information about Notes Shanghai, please visit: www.notesshanghai.com
[1] ‘Songmont, Feng Chen Wang, and Champion join China’s fragrance race’, November 2025, https://jingdaily.com/posts/songmont-feng-chen-wang-and-champion-join-china-s-fragrance-race, (Retrieved February 2026)
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