上海，2025年11月17日。备受瞩目的气味上海2025秋季香水香氛精品展（简称：气味上海）已圆满落下帷幕。今年，法兰克福展览（深圳）有限公司与上海四季桂展览有限公司首度联合主办展会，为香水香氛行业的国际合作拉开了崭新序幕。本场以“传承”为主题的芬芳盛宴，于10月16至19日在西岸国际会展中心华彩绽放。该场国际香氛盛会汇聚了来自全球超过30个国家及地区的150多家参展商所携带约300个品牌精英荟萃，共
同为超过18,000名观众缔造了一场无与伦比的嗅觉之旅，共谱全球香水产业新华章。
为期四日的展会人潮涌动，逾18,000名观众共聚与全球香水品牌共鉴芬芳。（图片：气味上海组委会）
在展会落幕之际，法兰克福展览（深圳）有限公司总经理车立超先生对本届具有里程碑意义的盛会评价道：“我们决定进军香水领域，是认识到气味已成为定义个人身份的核心要素之一。当下越来越多消费者——尤其是年轻群体——正寻求通过香水香氛表达独特个性。为此，我们与上海四季桂展览有限公司联合打造了一个有效促进行业人士与香氛爱好者精准对接的商贸平台，并取得了显著的商业成效。我谨代表法兰克福展览，向合作伙伴致以诚挚的谢意，感谢其精诚合作与行业专精。展望未来，双方将共同践行对香水香氛产业可持续发展的承诺，持续深耕该专业市场。”
上海四季桂展览有限公司创始人武岳先生也表示：“自加入了 Beautyworld系列展会以来，气味上海也成为了法兰克福展览集团中的重要一员。展会也将继续致力于搭建一个专注于精品香水与香氛领域的高质量交流平台。承续今年多方合作的累累硕果，我们期盼能与更多全球伙伴与品牌携手通过多元展示与交流，共同探索香氛产业的未来方向。”
汇聚全球香水品牌，开拓新兴市场
本届展会展览面积逾6,000平方米，其中六成参展品牌来自非洲、亚洲、澳大利亚洲、欧洲、中东及北美洲等地区的海外品牌，当中的25%品牌更是今年首次参展。众多知名国际品牌，如AMOUAGE、BORNTOSTANDOUT、ELLA K和Jo Loves等，均借此战略平台作为跳板切入方兴未艾的中国市场。
作为气味上海的新晋参展商，韩国小众香水品牌BORNTOSTANDOUT一经亮相便收获了观众们不俗的关注。“我们所收到的反响远超预期，大家对我们的品牌都特别感兴趣并给予了高度评价，” HOUSEBYLM INC（BTSO）市场营销部 – 助理营销专员张子文女士分享道，“除了B2C的客人外，我们也接触到很多比如SKP和太古里等大型B2B线下客户，以及线上渠道的客人如京东和抖音等。我们选择在此亚洲规模最大的香水展会参展是希望可以深入洞察亚洲和中国市场，因为我们在中国尚未建立任何分销渠道。我们也希望能通过平台了解中国大众的喜好和进行面对面交流。本届展会展现了中国市场所蕴藏的巨大潜力，我们也对参展效果感到满意。”
随着全球对中国香水市场的兴趣与日俱增，该展会已成为如银杉、melt season、竹浮等本土新锐品牌走向世界舞台，以及向国际市场展现他们独特的中国香氛美学的重要平台。
竹浮品牌创始人王煜中先生对整体参展体验感到非常满意：“在开放给专业观众的展期间，我们接触到了很多意向客户。展会也为我们提供了与酒店、商场等重要渠道的客人进行商贸洽谈的机会，为未来线上及海外市场的布局奠定基础。我们也期待借助平台，在长期由法国香水主导的国际市场中，为中国品牌开辟一席之地，将东方美学与中华文化底蕴带给全球客户。”
香气为纽，链接全球香氛圈
从精品香水、家居香氛到中式传统香道，本届展会呈现了一场丰富的嗅觉艺术全景。平台不仅吸引到众多国际行业人士、专业买家、消费者、社媒达人与香氛爱好者，同时也让本地观众得以直观感受全球香潮的趋势及无界交融。
植间健康管理咨询（上海）有限公司总经理孙伊娜女士前来观展是为了采购家居香氛产品：“我们公司专注于芳疗类产品开发，而我们每年都会来展会寻找一些气味灵感，并寻找合适的香薰类产品或者可以定制开发新品的伙伴。气味上海有着非常精准的市场定位，囊括了海内外中高端的代表性沙龙香氛香水类品牌，也有像芬美意、IFF、乐尔福的香精原料公司。中国消费者对香水的多元个性追求和接受度都在上升，所以相较于传统的美业展会，该平台对我们芳疗赛道的从业者而言有更高的商贸匹配度。”
文化交融，创意互通：灵感交流的调香台
除产品展示之外，展会凭借超过50场同期举行的论坛、研讨会、圆桌会议及其他特别活动，进一步巩固了其作为关键行业枢纽的角色。各场论坛活动不仅深度解读市场趋势，更汇聚了包括Luca Turin、Sebastian Jara (The Perfume Guy)、Victoria Frolova
等国际重磅嘉宾的参与，成功引领与会者共同探索香氛世界。
NOSE SHOP株式会社创始人和执行长中森友喜先生在其专题分享中，就如何在日本竞争激烈的香水市场中识别战略机遇发表了独到见解。他表示：“观众反响非常热烈，许多观众在我演讲完后前来咨询。我真切感受到了他们对于香水行业和日本市场的热情，展会确实提供了一个有效促进了行业交流的平台。尽管中国市场体量庞大，但真正走向海外的中国品牌比较少，因此我必须亲身来到中国才能了解当地市场。正所谓‘百闻不如一见不’，今天亲眼看到了如此多具备高品质和独特理念的参展品牌，让我觉得此趟行程非常值得。这次是我首次参加气味上海，整体体验都超出预期。”
此外，本届展会精心打造的九大特别主题展示区成为核心亮点，在整个展期内持续吸引观众驻足。其中，由世界唯一的香水档案馆Osmothèque所策划的“香水历史漫游”展示区，带领观众们进行了一场穿越经典香氛传承的沉浸式嗅觉体验。
首届上海香水周与法国嗅觉组织Nez联合主办，在展馆内设立了特别展区，重点呈现了一系列小众国际香水品牌，并另外打造了一家专注于呈现香水文字文化的嗅觉书店。
除此之外，中国业内权威的金桂奖（GOA）评选活动也在展会现场同期举办，为平台增添更多精彩。该奖项通过专业与大众评审相结合的双重评选机制，旨在表彰中国香氛行业的卓越产品与成就，并确保获奖者既在技艺层面获得认可，也具备广泛的市场吸引力。
欲了解更多气味上海香水香氛精品展资讯，请访问官网: www.notesshanghai.com
媒体联系： 陈天楚小姐 电话：+86 21 6160 8557 merry.chen@china.messefrankfurt.com
法兰克福展览（上海）有限公司 中国上海浦东新区世纪大道1229号 世纪大都会1号楼11层，200122 www.messefrankfurt.com.cn 上海四季桂展览有限公司 |
法兰克福展览集团简介
法兰克福展览集团是全球最大的拥有自主展览场地的展会主办机构，其业务覆盖展览会、会议及活动，在全球29个地区聘用约2,500名员工，业务版图遍及世界各地。2024年营业额约7.75亿欧元，集团与众多行业领域建立了丰富的全球商贸网络并保持紧密联系，在展览活动、场地和服务业务领域，高效满足客户的商业利益和全方位需求。法兰克福展览集团核心优势在于遍布世界各地庞大、紧密的国际行销网络，覆盖全球约180个国家。多元化的服务呈现在活动现场及网络平台的各个环节，确保遍布世界各地的客户在策划、组织及进行活动时，能持续享受到高品质及灵活性。我们正在通过新的商业模式积极拓展数字化服务范畴，可提供的服务类型包括租用展览场地、展会搭建、市场推广、人力安排以及餐饮供应。作为核心战略体系之一，集团积极实践可持续化经营理念，在生态、经济利益、社会责任和多样性之间达成有益的平衡。有关集团可持续发展进一步资料，请浏览网页：www.messefrankfurt.com/sustainability。集团总部位于德国法兰克福市，由该市和黑森州政府分别控股60%和40%。有关公司进一步资料，请浏览网页：www.messefrankfurt.com.cn。
上海四季桂展览有限公司简介
气味上海Notes Shanghai是世界精品香水及香氛品牌行业性展览会，一年举办两届（春季展和秋季展）。展会为中国香氛行业官方顶尖荣誉“金桂奖GOA”唯一授权展，由金桂文化旗下上海四季桂展览有限公司主办，以专业性、国际性及深耕精品香水领域为其标志性特点。
展会致力于推进精品香水香氛品牌的国际交流，鼓励原创与创新，为香水香氛行业从业者及爱好者创造深度交流机会，丰富的展会议程及高品质的参展品牌也为专业人士与大众提供了独特且优质的观展体验。
Conzoom Circle简介
conzoom-circle.messefrankfurt.com/information
如下英文区域
Shanghai, 17 November 2025. The highly anticipated 2025AW edition of Notes Shanghai has concluded, leaving behind a vibrant aroma of international success. For the first time, the fair was co-organised by Messe Frankfurt (Shenzhen) Co Ltd and Notes Shanghai Exhibition Co Ltd, marking a new chapter of international collaboration within the fragrance sector. Themed “PAST AND FUTURE”, the recent edition took place at the West Bund International Convention and Exhibition Center from 16 – 19 October. It brought together a distinguished global ensemble, with more than 150 exhibitors representing around 300 brands from over 30 countries and regions. This gathering created an unparalleled olfactory experience for over 18,000
dedicated B2B and B2C visitors, inviting them to dive into the world of fragrance.
Over 18,000 visitors engaged with global fragrance houses during the bustling four-day fair. (Photo: Notes Shanghai organisers)
Mr Edward Che, General Manager at Messe Frankfurt (Shenzhen) Co Ltd, commented on this milestone edition at the fair’s close: “Our decision to enter the fragrance market reflects our understanding that scent has become an integral part of personal identity. Increasingly, individuals – particularly within the younger generation – are seeking ways to express their distinctiveness through fragrance. In response, we co-organised a commercially successful platform with Notes Shanghai Exhibition Co Ltd to facilitate connection between industry professionals and fragrance enthusiasts. On behalf of Messe Frankfurt, I would like to express our sincere appreciation to our partner for their collaboration and industry expertise, and reaffirm a shared commitment to advancing and supporting the sustainable growth of the fragrance sector and engaging deeply within this specialised market.”
Mr Alex Wu, Founder of Notes Shanghai Exhibition Co Ltd, noted: “Having joined the Beautyworld family and becoming a part of Messe Frankfurt’s global portfolio, Notes Shanghai’s core mission remains to cultivate a high-quality platform for the niche perfume and home fragrance industry. Building on several special collaborations this year, we look forward to working with more international talents and brands through diverse showcases and exchanges to jointly explore the future direction of the industry.”
A magnet for global fragrance houses to connect with emerging markets
Occupying over 6,000 gross sqm, the fair dedicated 60% of its space to international brands from regions spanning Africa, Asia, Australia, Europe, the Middle East, and North America, with 25% of brands exhibiting at the show for the first time. Prestigious names including AMOUAGE, BORNTOSTANDOUT, ELLA K, Jo Loves, and many more, leveraged the fair as a strategic platform to access the burgeoning Chinese market.
As a first-time exhibitor at Notes Shanghai, Korean niche perfume brand
BORNTOSTANDOUT attracted significant interest from fairgoers. “The response surpassed our expectations, with strong interest and positive feedback from visitors,” shared Ms Ziwen Zhang, Associate Marketer – Marketing Division, HOUSEBYLM INC (BTSO). “Beyond B2C clients, we established valuable B2B contacts with leading retailers including SKP and Taikoo Li, as well as online channels like JD.com and TikTok. We chose to exhibit at Asia's largest perfume fair to explore the Asian and Chinese markets – we have yet to enter China. We hope to better understand local consumer preferences and engage in-person. The fair revealed the strong potential of the Chinese market, and we are pleased with the outcome.”
As global interest in China's perfume market continues to increase, the fair has become the leading platform for rising domestic brands like Maison Yin, melt season, and Zhufu to reach a worldwide audience, showcasing their uniquely Chinese olfactory identity.
Mr Bobber Wang, Founder of Zhufu, reflected positively on the fair’s outcome: “During the exclusive days for buyers, we engaged with a significant number of promising potential clients. The fair helped us connect with key channel clients, including hotels and premium shopping malls, and these engagements laid a solid foundation for our future expansion into online and overseas markets. This platform also served as our stage to break new ground for a Chinese brand in an international market traditionally led by French perfumeries, presenting a unique narrative of Eastern aesthetics and Chinese cultural depth.”
Uniting the worldwide perfume community through scent
From fine perfumes to home aromas and traditional Chinese incense, the fair presented a rich panorama of olfactory artistry. It attracted international professionals, buyers, consumers, social media influencers and fragrance enthusiasts while simultaneously providing local visitors first-hand access to global fragrance trends.
Ms Sun Yina, General Manager of Zhijian Healthcare Consulting (Shanghai) Co Ltd, visited the fair to source for home fragrance products: “Our company specialises in aromatherapy product development, and we visit every year to seek scent inspiration and suitable partners for customised projects. Notes Shanghai’s precise market positioning allows us to access a wide selection of mid-to-high-end niche fragrance brands from both domestic and international markets, along with leading fragrance ingredient suppliers such as DSM-Firmenich, IFF and TechnicoFlor. As Chinese consumers increasingly seek diverse and personalised scents, this event offers far greater efficiency for professional matchmaking in the aromatherapy sector compared to other traditional beauty fairs.”
Bridging cultures and creativity: a hub for innovation and exchange
Beyond the exhibits, the fair cemented its position as a key industry hub through an engaging agenda of over 50 forums, seminars, roundtable discussions and other special events held concurrently. These sessions provided deep insights into market trends and featured creative showcases from international guest speakers such as Luca Turin, Sebastian Jara (The Perfume Guy), Victoria Frolova and many more, engaging attendees within the realm of fragrance.
Mr Tomonobu Nakamori, Founder and Chief Executive Officer, NOSE SHOP Inc, shared his insights on identifying strategic opportunities in Japan's challenging perfume market during his session: “The audience’s response was enthusiastic, with many attendees approaching me with further enquiries. I could truly feel their passion for both the perfume industry and the Japanese market, and the platform is helpful to boost industry exchange. While the Chinese market is vast, few local brands expand overseas, making my in-person visit to the fair essential. Witnessing so many exhibitors today with such quality and unique concepts made this trip truly worthwhile. This is my first time attending Notes Shanghai, and the experience has exceeded my expectations.”
In addition, the fair's nine special presentations stood out as core highlights, captivating visitors throughout the fair. Among them, “The Odyssey of Perfume History”, curated by the world's only perfume conservatory, Osmothèque, offered visitors a journey through the legacy of timeless fragrances.
Co-hosted with the French olfactory organisation Nez, the first-ever Shanghai Perfume Week boasted a special zone within the hall, which spotlighted a collection of niche international perfume brands, along with an olfactory bookshop devoted to the literary and cultural dimensions of perfume.
The fair also hosted the prestigious Golden Osmanthus Awards (GOA), with the winner selection taking place onsite, adding further excitement to proceedings. The awards honoured excellence within China’s fragrance industry through a dual-judging system that combined evaluations from a professional panel with a public vote, ensuring that winners were recognised for both their technical artistry and popular appeal.
For more information about Notes Shanghai, please visit: www.notesshanghai.com
Your contact:
Betty Fong
Phone: +852 2230 9281
betty.fong@hongkong.messefrankfurt.com
Messe Frankfurt (HK) Ltd
35/F, China Resources Building
26 Harbour Road, Wanchai
Hong Kong
Emily Sun
Phone: +86 18601761180
emily@notesshanghai.com
Notes Shanghai Exhibition Co Ltd
Room C02, 4th Floor, No. 175 Longyao Road,
Xuhui District, Shanghai
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
conzoom-circle.messefrankfurt.com/information
