#China #Guangzhou #Home Fragrance #Canton Fair #Shanghai Outstanding

The Allure of Home Fragrances at the 137th Canton Fair

From April 23 to 27, Hall 19.1 in Area D of the Canton Fair Complex transformed into a sensory haven, merging stunning displays with enchanting fragrances. The 137th China Import and Export Fair, known as the Canton Fair, drew attendees who were eager to explore the latest trends in home fragrances, candles, and decorative products.

The global home fragrance market, valued at approximately $11 billion in 2024, is projected to grow at a compound annual growth rate (CAGR) of 5.8%, reaching nearly $17.27 billion by 2032. Within this expanding landscape, Chinese companies are emerging as key players, combining innovative approaches with robust manufacturing capabilities to meet diverse global demands.

Shanghai Outstanding Industry Co., Ltd., a company specializing in fragrances, serves as a prime example of this dynamic. Chief Executive Officer Michael Lu emphasized the company’s commitment to research and development, unveiling twelve new product lines at the fair. The product designs were crafted with aesthetics in mind, intended to enhance home spaces. Notably, Lu noted a rising consumer interest in “organic,” “natural,” and “eco-friendly” fragrances, prompting the company to introduce its first carbon-neutral home fragrance product.

Similarly, Litbright Candle (Shijiazhuang) Co., Ltd. is broadening its market presence through continual innovation. CEO Sophia Lee shared that beyond their flagship offerings, the company is actively developing new product lines, showcasing each series at the fair to engage both loyal customers and potential buyers. She remarked that global demand is not just increasing but also becoming more refined, with a growing preference for fruity, woody, and even gourmet-inspired aromas.

The Canton Fair stands as one of the world’s most influential trade platforms, playing a pivotal role in the global development of the fragrance industry. For Chinese fragrance enterprises seeking to enhance their international presence, the fair represents a vital entry point. Lu, who has attended the Canton Fair for nearly two decades, pointed out that most of his customers are sourced from this event. "At the Canton Fair, our products naturally attract niche market buyers from around the globe, facilitating the connection of scent, design, and values with the right customers," he stated.

Lee, also a long-time exhibitor, added that "the Canton Fair has established a strong global reputation. It is the primary destination for international buyers searching for new products."

The ongoing participation of specialized fragrance companies underscores the Canton Fair’s role as a bridge connecting Chinese businesses to global markets, fostering long-term partnerships and serving as a launch platform for the flourishing fragrance economy. As showcased through the innovative products and commitment to sustainability, the fair sets the stage for future expansions in the home fragrance industry, promising a fragrant future for manufacturers and consumers alike.



The excitement surrounding home fragrances at the Canton Fair illustrates the market's vitality, highlighting the importance of innovation and consumer preferences in shaping future trends.