Music China 2025 Unites Around 1,600 Global Exhibitors
With exhibitor registrations rolling in from 20 countries and regions, Music China is ready for another vibrant showcase of musical innovation and heritage from 22 – 25 October at the Shanghai New International Expo Centre (SNIEC). Headlined by ten country pavilions, approximately 1,600 exhibitors will converge at the largest musical instrument trade show in Asia to share the latest advancements. These manufacturers are striving to adapt to challenging economic conditions by embracing diverse markets, enriching their product portfolios, and developing new models. In support of this evolution, this year’s fair will introduce the thematic focus ‘Tomorrow’s Music’ for Hall N3, a showcase of technology that elevates music creation and performances. Whether specialising in the classical or the contemporary, industry players recognise the fair’s importance, inspiring creative ideas and business strategies that drive the industry forward.
Underlining the fair’s key role, Ms 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 up new avenues in collaboration with retailers, manufacturers, educators, and musicians across the world, and this will be demonstrated at a vibrant showcase this year.”
The 2025 fair will feature a mix of industry leaders and up-and-coming businesses from Asia, Europe, and the Americas. Domestic and international pavilions from Australia, China, the Czech Republic, France, Germany, Italy, Japan, the Netherlands, Spain, and the UK will offer visitors a distinctive journey across a global spectrum of musical heritage and contemporary innovations. The diverse lineup demonstrates the fair’s position as a focal point for product showcase and industry exchange.
Exhibitors explore new avenues to address 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 collaboration across the supply chain. This edition will feature a wider range of musical instruments, services, and accessories, ranging from handcrafted masterpieces to cutting-edge digital gear, with the fair’s business potential recognised by newcomers and returning exhibitors alike.
Music China 2025 will see the debut of California Luthier Supplies Inc, a specialist in exotic tonewoods, alongside other first-time participants like Kentville Drums and Pug Cymbals from Australia; Henry Lemoine & Cie from France; Amitechs from Japan; Hawkins Mutes, SymphoMe, and Trinity College London from the UK; and Positive Grid from the US. Meanwhile, a strong roster of industry veterans is set to return, such as ABRSM, Algam, Cremona Violin Store, Fazioli, G7th, Henri Selmer Paris, Ibanez, Korg, Martin, Mishimaya Gakkiten, Orange, Pearl River, PRS, Samick, Seiler, Tama, and Taylor, along with leading sheet music publishers from Germany, the Netherlands, and the UK, among others.
In response to the dynamic market environment, Yamaha continues to broaden its product offerings, with the aim to connect with a wider audience and foster a deeper passion for music. Building on its well-received format from the previous edition, the company will once again occupy an entire hall at the upcoming fair – although this time, there is a 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 visitor experiences. The space will also present an open stage, inviting amateur players to perform and showcase their passion for music. With performance registration starting in September, the hall promises to be a welcoming hub where everyone can engage with 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,” said Mr Daisuke Yamamuro, General Manager of Marketing at Yamaha Music & Electronics (China) Co Ltd. “From professional buyers to amateur players, visitors will have the chance to explore our latest products first-hand while enjoying live shows by top-tier music talents. A highlight of the captivating experience will be our Hokusai-themed Bösendorfer piano on display, celebrating a fusion of art and music.”
New products on show: using craft and innovation to seize wider opportunities
In recent years, the global music market has seen increasingly segmented and diverse user preferences, driving the need for product innovation to meet personalised needs and tastes. At this year’s Music China, various manufacturers across the instrument spectrum will present their newer models and demonstrate their diversity, aiming to capture a higher market share.
Fender, an iconic brand in modern music, is set to showcase a wide range of recent offerings to elevate the playing experience, alongside upcoming releases and products making their China debuts. Among the highlights are the Acoustasonic Standard series, combining a solid Sitka spruce top with inventive analogue 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 Ms 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 most recent addition to its acclaimed DV Series, upon the company’s 25th anniversary. Marking its debut in Asia, the new DV JC JODY CUSTOM saxophone mouthpiece delivers a sound that combines richness and warmth with a sweetness and darkness suited for ballads. The initial release will be the alto saxophone version, with a tenor model still in the works. 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,” said Mr Colin Schofield, the company’s Vice President of Sales & Marketing. “The show 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.”
‘Tomorrow’s Music’: supporting industry evolution with a thematic focus
To help industry players capitalise on emerging trends, Hall N3 will spotlight advancements in technology, music-making software, and recording equipment under the theme of ‘Tomorrow’s Music’, offering fresh perspectives and insights for future product development. Alongside music technology events, cutting-edge production equipment will be presented by over 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 set to unveil their latest innovations, the zone promises to be a powerhouse of creative energy. Specialising 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 music creation in studios and live performances.
Music China is organised by Messe Frankfurt, the China Musical Instrument Association and Shanghai Intex Exhibition Co Ltd.
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Source: musicinstrumentnews.co.uk
