Ahead of the fair, Ms Judy Cheung, Deputy General Manager of Messe Frankfurt (HK) Ltd, shared her vision: “Music China is, at its heart, a meeting point for the global music community. As we open the 23rd edition, we are proud to present a platform that not only drives business but also celebrates music’s power to enrich lives. By embracing emerging sectors such as wellness, cultural tourism and the senior economy, we strive to create new opportunities for collaboration and growth.”
A world of music under one roof
As a nexus for the global music industry, this year’s line-up sees notable presence from China, Germany, France, Italy, Japan, Spain, Romania, and beyond. Featured brands include Alesis, Algam, Alhambra, Apogee, Behringer, Beyerdynamic, Central Music, D’Addario, Denon DJ, DMT, Enya, Fender, Gewa, Hartke, Ibanez, Jinyin, KHS, Korg, Laney, M-Audio, Marshall, Medeli, Moog, Novation, NUX, Ovation, Shure, Soundking, Tama, Taylor, Yamaha, Yanagisawa, and Zildjian. 90% of exhibiting brands are returning from previous editions, illustrating the fair’s enduring appeal and value for the industry.
A returning favourite among fairgoers, Yamaha Music Station will once again be a major highlight. Located outside Hall W4, the independent outdoor hall will be transformed into a music playground – celebrating the pure joy of playing music, its power to express emotion, and the connections it creates between people. With instrument experiences, vibrant stage performances and interactive activities for all ages, the space unites musicians, families and first-time players, inviting everyone to ‘Make Waves’ with music — alongside world-renowned bassist Nathan East.
New frontiers: where music meets technology, culture and wellbeing
Exploring music’s broader horizons, this year’s fringe programme will continue to delve into emerging opportunities across music technology, cultural tourism, sound healing and the silver economy, through industry discussions, interactive workshops, displays and hands-on music experiences.
Highlighted events include:
- Into the Music Tech Groove: a dedicated display area spotlighting smart instruments, AI music creation tools, creative audio hardware and software, and immersive audio solutions.
- Global Tech Network: co-created with Plug and Play China, featuring keynotes, roundtable discussions and pitch sessions, where visitors can explore AI music tools, smart audio hardware, immersive spaces and new electronic instruments.
- Scratch & Match DJ Competition: a live DJ battle at the outdoor S1 stage on the afternoon of 28 October, where DJ talents showcase their mixing and scratching skills with high-energy beats.
- Reviving Ancient Melodies: A Celebration of China’s Musical Roots: a vibrant cultural programme spanning academic seminars, live performances with traditional instruments, craft workshops, and a bazaar showcasing Chinese intangible cultural heritage.
Adding to the fair’s community appeal, Music China marks a new chapter in public engagement, as it partners for the first time with JZ Festival Shanghai, one of Asia’s largest jazz events. The collaboration links the trade fair with a citywide jazz celebration, bringing music closer to the public and strengthening industry ties. Ahead of the show, both parties jointly organised a family music competition to encourage parents and children to discover the fun of making music together.
To enhance public engagement, Music China 2026 will introduce an Alipay-powered ‘Tap-to-connect’ check-in treasure hunt, inviting visitors to tap at over 60 interactive points along two routes for chances to win prizes. Also debuting at the fair is the AIGC Cultural Digital Content Creation Competition, featuring an online public vote throughout the show. Visitors can explore the displayed entries at Booth E2-A32 and vote for their favourites.
The fair will also continue to build on sound healing and holistic wellness through interactive events and forums, including the Music Healing Experience Workshop and the Forum on Music, AI and Health. Located in E3-M23 and E4-A27 respectively, Music and Wellness+ and Music and Education+ will deliver hands-on workshops and sharing sessions, covering topics such as music therapy, singing-based interventions for cognitive and emotional health, body awareness, and new interactive teaching methods in the classrooms.
For senior audiences, Ageless Melodies: Showcase for Seniors will return with public music classes, stage performances and music wellness sessions. A first-time partnership with the Shanghai Association of Senior Service and Silver Industry will further enrich the show experience for senior visitors through product displays, performances and interactive activities. Senior care institutions, open universities, and senior universities will attend as buyer delegations, and dedicated tours will also be organised to help visitors identify suitable smart instruments, wellness products, and more.
Flagship fringe events deliver insights and performances
Alongside these initiatives, other flagship fringe events will bring the wider music ecosystem together through various forums, workshops and live performances, with over 800 fringe sessions running across the four days.
Featured events include:
- Industry Forum: industry experts and representatives from musical instrument associations in China and overseas will share perspectives on market trends, opportunities and the industry’s direction in the decades ahead.
- Music China New Product Launch: a dedicated display area will unveil advanced musical instruments and audio equipment from local and international suppliers, spotlighting the latest in product design and music technology.
- Future Music Technology and International MIDI Technology Application and Development Forum: a half-day programme featuring keynotes on MIDI 2.0 standards, AI-driven instrument design and interaction, digital preservation of traditional Chinese music, and music-based therapy, followed by a roundtable on the future of instruments and music technology in the AI era.
- Music and Education+, Music Trial Classes & People’s Music Publishing House Lecture Series: practitioner-led sessions on music education, institutional growth and instrument craftsmanship, covering topics from AI-driven business transformation and international certification to digital instrument design and handcrafted guitar making, as well as new methodology and tips for classroom teaching.
- Never-ending Music – Live shows: open-air stages S1, S2, and S3 will host four days of live performances, bringing instruments to life in a festival atmosphere. Featuring popular artists, emerging talents, and live bands from across the globe, the stages will offer visitors an energetic experience while enabling brands to demonstrate their gear in action. Highlighted artists include Tora Drums, popular drummer and songwriter from Vietnam; Felix Martin, Venezuelan guitarist known for his two-handed tapping techniques; and Qi Wei, drummer for the STARBENDERS band from the US.
Other highlights include Drum Circle, an interactive percussion experience; the 16th Performance of ‘Shanghai Little Musicians’ in 2026 and Music Warms Our Hearts – Care for Autism Charity Project, a heartwarming performance celebrating young talents and community care; as well as the Advanced Piano Tuning Training Seminar and Stringed Instrument Culture Series, designed for those looking to deepen their technical skills.
Music China is organised by Messe Frankfurt, the China Musical Instrument Association and Shanghai Intex Exhibition Co Ltd.
For more details, visit www.musikmesse-china.com or email the show’s organisers at music@hongkong.messefrankfurt.com.
For more information on Event & Entertainment Technologies shows worldwide, please visit: www.prolight-sound.com/worldwide
Press information and photographic material: https://music-china.hk.messefrankfurt.com/shanghai/en/press/photos.html
Links to social media:
https://www.facebook.com/musicchinamf/
https://www.instagram.com/musicchinamf/
Your contact: Messe Frankfurt (HK) Ltd |
Background information on Messe Frankfurt
The Messe Frankfurt Group is the world’s largest trade fair, congress and event organiser with its own exhibition grounds. With a workforce of some 2,700 people at its headquarters in Frankfurt am Main and in 29 subsidiaries, it organises events around the world. Group sales in financial year 2025 were about €766 million. We serve our customers’ business interests efficiently within the framework of our Fairs & Events, Locations and Services business fields. One of Messe Frankfurt’s key strengths is its powerful and closely knit global sales network, which covers around 180 countries in all regions of the world. Our comprehensive range of services – both onsite and online – ensures that customers worldwide enjoy consistently high quality and flexibility when planning, organising and running their events.
Messe Frankfurt develops new business models based on its digital expertise. Its range of services encompasses venue rental as well as exhibition stand construction, marketing services, staffing services, and catering.
Sustainability is a central pillar of our corporate strategy. Maintaining a balance between environmental and economic responsibility, social responsibility, and diversity lies at the heart of its approach. For more information, please visit our website at: www.messefrankfurt.com/sustainability
With its headquarters in Frankfurt am Main, the company is owned by the City of Frankfurt (60 percent) and the State of Hesse (40 percent). For more information, please visit our website at: www.messefrankfurt.com
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