Music China 2025 stands out for its diversity and the participation of 1,600 exhibitors

With exhibitor registrations coming from 20 countries and regions, Music China is gearing up for another vibrant edition combining musical innovation and heritage from October 22 to 25 at the Shanghai New International Expo Centre (SNIEC).

With ten national pavilions headlining the event, approximately 1,600 exhibitors will converge at Asia’s largest musical instrument trade fair to present the latest advancements. These manufacturers are adapting to challenging economic conditions by embracing diverse markets, enriching their product portfolios, and developing new models.

Supporting this evolution, the fair will introduce this year’s thematic focus Tomorrow’s Music in Hall N3, a showcase of technologies that enhance music creation and performances. Whether focusing on classical or contemporary, industry players acknowledge the fair’s importance in inspiring creative ideas and business strategies that drive the industry forward.

Underlining the event’s key role, Judy Cheung, Deputy General Manager of Messe Frankfurt (HK) Ltd, stated:

The musical instruments sector continues to demonstrate resilience in challenging times. As Asia’s largest industry event, Music China will support changes in the field by providing the insights and connections needed to navigate the evolving landscape. With its global resources and industry expertise, the fair is uniquely positioned to drive this progress. We are committed to opening new avenues in collaboration with retailers, manufacturers, educators, and musicians around the world, and this will be showcased in a vibrant edition this year.

The 2025 edition will feature a mix of industry professionals and emerging companies from Asia, Europe, and the Americas. National pavilions from Australia, China, the Czech Republic, France, Germany, Italy, Japan, the Netherlands, Spain, and the United Kingdom will offer visitors a distinctive journey through a global spectrum of musical heritage and contemporary innovations. The diverse lineup demonstrates the fair’s position as a focal point for product showcases and industry exchange.

Exhibitors explore new avenues to meet market challenges and opportunities

As one of the world’s most influential industry events, Music China has established itself as a critical platform for gauging market trends, collecting product feedback, exchanging ideas with peers, and exploring collaborations across the supply chain. This edition will present a wider range of musical instruments, services, and accessories—from handcrafted masterpieces to cutting-edge digital gear—with the fair’s business potential recognized by both newcomers and returning exhibitors.

Music China 2025 will see the debut of California Luthier Supplies Inc, a specialist in exotic tonewoods, along with other first-time participants such as Kentville Drums and Pug Cymbals (Australia); Henry Lemoine & Cie (France); Amitechs (Japan); Hawkins Mutes, SymphoMe, and Trinity College London (United Kingdom); and Positive Grid (United States). A strong roster of industry veterans will also return, including ABRSM, Algam, Cremona Violin Store, Fazioli, G7th, Henri Selmer Paris, Ibanez, Korg, Martin, Mishimaya Gakkiten, Orange, Pearl River, PRS, Samick, Seiler, Tama, and Taylor, together with leading sheet music publishers from Germany, the Netherlands, and the United Kingdom, among others.

In response to the dynamic market environment, Yamaha continues to broaden its product offerings to connect with a wider audience and foster a deeper passion for music. Building on the well-received format of the previous edition, the company will once again occupy an entire hall at the upcoming fair, with a fresh twist: conceived as a Music Playground, its 2,000 sqm independent brand hall will feature themed zones for keyboards, orchestral, percussion, and electric instruments, designed for immersive, interactive experiences. The space will also include an open stage, inviting amateur players to perform and share their passion for music. With performance registration starting in September, the hall promises to be a welcoming hub where everyone can participate and connect through music.

In line with our ‘Make Waves’ vision, we strive to inspire music lovers of all ages and skill levels to discover the joy of playing instruments. Music China serves as the ideal platform for this goal, given its extensive reach and impact. From professional buyers to amateur players, visitors will have the chance to explore our latest products first-hand while enjoying live performances by top-tier music talents. A highlight will be the Hokusai-themed Bösendorfer piano on display, celebrating a fusion of art and music, commented Daisuke Yamamuro, General Manager of Marketing at Yamaha Music & Electronics (China) Co Ltd.

New products: craftsmanship and innovation to seize greater opportunities

In recent years, the global music market has seen increasingly segmented and diverse user preferences, driving the need for innovation to meet personalized tastes and needs. At this year’s Music China, various manufacturers will present their newest models and showcase their diversity to capture a larger market share.

Fender, an iconic brand in modern music, will showcase a wide range of recent launches to elevate the playing experience, alongside upcoming releases and products making their China debut. Highlights include the Acoustasonic™ Standard series, combining a solid Sitka spruce top with inventive analog electronics at an accessible price, and the premium American Ultra Luxe Vintage model with Heirloom™ lacquer finish, blending classic design with modern refinement.

“Driven by varied player needs, we continuously diversify our product portfolio to cater to different tastes and scenarios. Beginners tend to prefer lightweight, user-friendly, and digitally integrated gear, while seasoned musicians focus more on sonic character, versatility, and compatibility for both stage and studio use. From accessible models to high-end series, we seek to inspire creativity and empower musicians at every level,” shared Peggy Dai, General Manager of Fender China.

Also returning to the fair, JodyJazz, a leading manufacturer of premium saxophone and clarinet mouthpieces, will unveil the latest addition to its acclaimed DV Series to mark the company’s 25th anniversary. Making its Asia debut, the new DV JC JODY CUSTOM saxophone mouthpiece delivers a sound combining richness and warmth with a sweetness and darkness ideal for ballads. The initial release will be the alto saxophone version, with a tenor model still in development. Now more than ever, moving forward requires the industry to keep investing in product development while maintaining visibility and gathering feedback at trade fairs to shape effective market strategies.

As a flagship fair within the industry, Music China offers a significant opportunity to connect with dealers, distributors, musicians, and experts from across Asia and beyond. The event enables us to gain valuable feedback to continuously improve our products. We remain optimistic about the Asian market, particularly in China, where rising disposable incomes and music education are driving demand for high-quality international brands that combine craftsmanship, innovation, and performance, noted Colin Schofield, Vice President of Sales & Marketing of the company.

'Tomorrow’s Music': supporting industry evolution with a thematic focus

To help industry players capitalize on emerging trends, Hall N3 will spotlight advancements in technology, music-making software, and recording equipment under the theme Tomorrow’s Music, offering fresh perspectives and insights for future product development. Alongside music technology events, cutting-edge production equipment will be presented by more than 50 global exhibitors and brands, including: AMS Neve, Amphion, Antelope Audio, AppSys ProAudio, Austrian Audio, Barefoot Sound, Beyerdynamic, CME, dmt, Dynaudio, Empirical Labs, Engl, ESI, Ferrofish, Fractal Audio, Focusrite, Friedman, Genelec, HEDD, ISK, JBL, Lake People, Lavry Engineering, Mutec, Native Instruments, Novation, PreSonus, RME, RunningMan, Shure, SOMA Labs, Sony, Soundking, Stellavox, Steinberg, Superlux, TASCAM, TOPPING, and Zaehl.

With several suppliers ready to unveil their latest innovations, the zone promises to be a powerhouse of creative energy. Specializing in audio-visual equipment, iCON ProAudio will debut its new touch-screen audio interface series at the fair, in celebration of the company’s 30th anniversary. Designed with an intelligent workflow, the series features advanced touch control for convenient parameter adjustments and function switching. It delivers enhanced audio precision and stability, as well as reduced environmental interference, elevating sound quality for both studio music creation and live performances.