The Allure of Home Fragrance at the 137th Canton Fair: A New Era for Industry Growth

The Allure of Home Fragrance at the 137th Canton Fair

From April 23 to 27, 2025, the Canton Fair Complex in Guangzhou was transformed into a sensory paradise as it hosted the 137th session of the China Import and Export Fair. The event took place in Hall 19.1, where exhibitors showcased various home fragrances, aromatic candles, and lifestyle decor items. This year's fair was particularly noteworthy, not just for its captivating displays, but also for the enticing scents that filled the air, drawing in buyers and industry enthusiasts alike.

The global market for home fragrance was valued at around $11 billion in 2024 and is expected to grow at a compound annual growth rate (CAGR) of 5.8%, reaching approximately $17.27 billion by 2032. In the evolving landscape of this bustling industry, many Chinese companies are stepping up to the plate as significant contributors, leveraging their innovative capabilities and extensive manufacturing resources to cater to an array of international preferences.

One such key player is Shanghai Outstanding Industry Co., Ltd., a fragrance-centric business showcasing its commitment to innovation. CEO Michael Lu emphasized the company's recent launch of 12 new fragrance series at this year's fair, underlining the importance of continual research and development. The increasing consumer demand for products that are organic, natural, and environmentally sustainable prompted the introduction of their first carbon-neutral home fragrance offering, setting a new benchmark in the industry.

Similarly, Litbright Candle (Shijiazhuang) Co., Ltd. is actively responding to the shifting landscape by prioritizing innovation in its product lines. General Manager Sophia Lee remarked that the company is committed to developing new fragrance series tailored to current market trends, effectively bridging the gap between loyal customers and potential new buyers. She noted that there’s a rising sophistication in global demand, particularly for unique scent profiles such as fruit, wood, and even gourmand-like fragrances.

The Canton Fair remains one of the most influential trade platforms in the fragrance industry, crucial for Chinese manufacturers looking to enhance their global presence. Having participated in the fair for nearly two decades, Lu stated, “Most of our clients are introduced to us during the Canton Fair.” He elaborated that the event naturally attracts buyers from niche markets worldwide, facilitating connections that align the right scents, designs, and values with their ideal customers.

Lee echoed Lu's sentiments, reinforcing that the Canton Fair has established a robust global reputation. For many international buyers on the hunt for innovative products, it serves as the premier destination. The participation of these fragrance-focused companies underscores the fair’s ability to connect Chinese enterprises with international markets, cultivate enduring partnerships, and act as both a launchpad and a showcase for the growing fragrance economy.

In conclusion, the 137th Canton Fair not only highlighted the beauty and diversity of home fragrances but also served as a critical touchstone for industry growth and innovation. As the demand for eco-friendly and aesthetically pleasing home fragrance products continues to rise, the Canton Fair will undoubtedly play a vital role in shaping the future of the global fragrance market. This integration of sustainability, creativity, and market responsiveness positions these companies to thrive in an increasingly competitive landscape. As they navigate the nuances of consumer preferences, the fair remains a pivotal chapter in their ongoing success stories, marking a promising future for the world of home fragrances.