Commenting on the new partnership, Mr Edward Che, General Manager at Messe Frankfurt (HK) Ltd, said: “This partnership represents an exciting milestone for us, marking Messe Frankfurt’s first trade fair dedicated to the fragrance and beauty sector in China. By harnessing our comprehensive industry resources and market knowledge through our consumer goods and beauty network, we aim to fulfill the needs of both industry players and consumers. With our global expertise, we aspire to attract more international brands, fostering industry innovation, amplifying the event's worldwide appeal, and provide a premium platform that connects exhibitors with brands and fragrance lovers.”
Mr Alex Wu, Founder of Notes Shanghai Exhibition Co Ltd, shared his insight on the show’s potential: “The recent surge in consumer interest and growing appreciation for niche and creative scents have set the stage for significant expansion in China's fragrance market. This partnership reaffirms the fair’s recognition within the industry and pools international resources for Notes Shanghai. Eager to capitalise on this potential, we are excited to collaborate with Messe Frankfurt to enhance the B2B aspect of Notes Shanghai, to build stronger relationships between brands and retailers, and drive innovative partnerships and market development.”
Premier destination for fragrance innovation this autumn
This October, Notes Shanghai promises a unique and premium experience for both industry players and consumers, featuring a carefully curated selection of top-quality brands and a well-rounded fringe programme. Spanning 5,000 sqm, the event will host over 200 exhibitors from more than 20 countries and regions, each showcasing their unique scent philosophies, with more than 25% of international brands making their debut. Notably, over half of the displayed products will come from overseas.
The fair is expected to attract over 16,000 visitors and professional buyers, including perfume and cosmetics retailers, department stores, distributors, agents, e-commerce platforms, social media influencers, and fragrance enthusiasts. Visitors can look forward to a sensory journey, exploring a broad range of offerings such as perfumes, home fragrances, car perfumes, scented candles, and traditional Chinese incense.
Key highlights of the upcoming fair include:
- Shanghai Perfume Week – this curated zone was launched in collaboration with NEZ, a prominent platform in France providing educational resources, workshops, and tools for both enthusiasts and professionals in the fragrance industry. The Shanghai Perfume Week will feature international exhibitors, connecting global olfactory[1] culture with local creative voices.
- Noses – this dedicated space will feature perfume artisans and highlight their innovative creations and unique approaches to fragrance design. Visitors will have the opportunity to engage with these experts, gaining insights into the artistry and craftsmanship behind each scent.
- The Golden Osmanthus Awards 2025 – the prestigious event in China’s fragrance sector will be held alongside Notes Shanghai, recognising and celebrating outstanding fragrance creations and brands, thereby amplifying the market influence and supporting industry development.
For more information about Notes Shanghai, please visit: www.notesshanghai.com
Notes Shanghai will be held from 16 – 19 October 2025.
[1] Olfactory refers to the sense of smell. It involves the detection and perception of chemical substances, known as odorants, by the olfactory system in the nose. This sense plays a crucial role in flavour perception, emotional responses, and memory recall. The olfactory system is vital for identifying scents and contributes to our overall sensory experience.
- end -
Your contact:
Chiela Pun
Phone: +852 2230 9281
chiela.pun@hongkong.messefrankfurt.com
Messe Frankfurt (HK) Ltd
35/F, China Resources Building
26 Harbour Road, Wanchai
Hong Kong
www.messefrankfurt.com.hk
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 28 subsidiaries, it organises events around the world. Group sales in financial year 2024 were around € 780* 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.
Download
- Notes-Shanghai-2025-PR2-EN (pdf, 136 KB)