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5 May 2025
Notes Shanghai, Asia’s only trade show dedicated to fine perfumery, brought together over 200 renowned international brands and emerging Chinese brands in late March under the theme “East Meets West”. “The rapid expansion of this trade show is a sign of the liveliness of China’s perfume ecosystem,” notes Dao Nguyen, founder of Essenzia ByDao, a boutique marketing strategy agency specialising in supporting perfume, luxury, and beauty brands in their expansion in China.
While most major luxury groups across all sectors are currently experiencing a decline in sales in the Chinese market, the perfume market is expected to grow by around 14%, reaching EUR 5.8 billion by 2028, according to US consulting firm Frost & Sullivan. Another feature of the Chinese perfume market is a less than 5% penetration rate and a growing number of enthusiasts among Generation Z (19-24-year-olds).
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