Every shift in trends forges a new champion. 

This time, the power to define China's cultural and creative consumption is in your hands.

As Gen Z's consumption choices become the business benchmark, and as Guochao evolves from a cultural phenomenon into a national hallmark, a fundamental question confronts all cultural and creative brands: 

In this pivotal leap from "cultural resources" to "consumer brands", who will seize the initiative? 

For an industry trapped in homogeneous competition and striving to find new growth engines, the answer does not lie in creating another hit IP, but in gaining access to a top-tier arena that shapes the rules, connects the ecosystem and ignites new trends. 

The 120^th China Stationery Fair, an industry cornerstone with a 120-year legacy, is undergoing its most radical strategic transformation in 2026 – evolving from a "leading industry exhibition" into the must-hold home ground for the growth of China's cultural and creative brands. 

This is no mere marketplace for goods, but a launchpad for brand elevation. Its sole mission is to systematically address the core challenges facing China's cultural and creative brands: transitioning from viral fame to enduring success, from product-centricity to brand-building, and from standalone business to ecosystem integration.

I. Cognitive Reshaping Arena: 

Decode the Core Logic of New Consumption Here

The market has changed, and old maps won't lead to new frontiers.

The purchasing logic of the new generation of consumers is no longer "I need a pen", but "the cultural attitude this pen represents resonates with me". The essence of consumption has evolved from functional satisfaction to identity recognition and emotional co-creation.

The 120^th China Stationery Fair has built an industry Trend Decoding System:

· Sliced Data from 10-Billion-Yuan Real Transactions:

In partnership with Tmall E-commerce and new retail platforms, we uncover the real purchasing motivations and price elasticity behind the trends of "IP-based cultural and creative products", "gifting-oriented daily necessities" and "lifestyle-focused office supplies".

 · User Behavior Lab:

At the fair, you'll step into a vivid Scenario Melting Pot – featuring Guofeng study spaces, emotional wellness office zones and casual social spaces for cultural and creative products. Your products will undergo rigorous testing by the most discerning users, yielding not vague "positive reviews", but precise data on scenario adaptability and actionable paths for experience optimization.

 · Face-to-Face with Trendsetters:

We welcome not only buyers, but also founders of new consumer brands, top content planners and community curators with millions of followers. They bring insights into the next quarter's content themes, planning blueprints and co-branding demands. Here, the contracts you sign are not just orders – they are tickets to capturing the hearts and minds of future consumers.

II. Ecosystem Connection Arena:

Access All Growth-Enabling Resources in One Click Here

Isolated innovation cannot survive. The 120^th China Stationery Fair builds a plug-and-play growth ecosystem for you.

 · IP Supply-Side Reform

Tired of sky-high IP licensing fees and homogeneous competition? We have partnered with national cultural and museum institutions, top anime platforms and emerging artists to establish the IP Open Innovation Alliance. Instead of rigid licensed images, we offer a library of user-tested cultural elements and innovative co-creation models. Leveraging a mature "IP-Product-Scenario" conversion framework, you can build your own brand assets with lower risk and higher success rates.

· Cross-Channel Integration

Hit a growth ceiling in traditional channels? At the CSF's home ground, we demystify the "black box" of all emerging channels.

• · Themed Track

  A dedicated zone for developing blockbuster cultural and creative products for tourism, connecting you directly with merchandise managers of cultural and tourist scenic spots.

• · Precise Matching

  A new channel sourcing fair, matching your products with premium boutiques, high-end hotel supply chains and corporate welfare procurement platforms with pinpoint accuracy.

  · Practical Roadshows

  Closed-door sessions on Douyin content e-commerce, where top operators provide on-site product diagnostics and polish short video scripts and note strategies for instant market success.

III. Growth Implementation Arena: 

Convert Influence Directly into Market Share Here

All strategies ultimately answer one question: How to sell better? Every segment of the 120^th CSF is designed with a direct conversion pathway.

· New Product to Blockbuster Launch Program:

New products unveiled on the fair's central stage will be automatically included in the "Must-See List" of the CSF's omni-media matrix, receiving targeted, explosive exposure across industry media and mainstream social platforms. Historical data shows that new products in this program see an average 300% increase in search popularity in the six months following the fair.

·  AI-Powered Precise Buyer Matching System:

Based on AI algorithms, we analyze the historical procurement data and potential demands of 10,000 registered buyers in advance. On the first day of the fair, you will receive an exclusive list of high-intent customers and personalized negotiation recommendations, maximizing the value of your exhibition time.

· Year-Round Order Catalyst:

The fair features a dedicated "Showroom Order Fair" and "Annual Strategic Cooperation Signing Hall". We assist you in integrating your products into annual gifting solutions, corporate custom cultural and creative projects and flagship merchandise catalogs for cultural and tourist destinations, facilitating strategic large orders that define your brand's annual performance.

Your Home Ground Action Roadmap

· For Top-tier Brands: This is a military exercise to consolidate market leadership. Launch your annual strategy, set up ecosystem cooperation windows, attract top creative talent, and demonstrate to the entire industry your ability to shape the track.

·  For Growing Brands: This is a springboard for non-linear growth. Concentrate your resources to create an exceptional "brand experience pod" and an innovative product line that clearly answers the question "What makes you different" – enough to put you on the radar of core customers.

· For Innovation Pioneers: This is the best stage to find angel customers and visionary investors. Showcase your most disruptive ideas with minimal prototypes, and connect directly with investors and channel partners in search of the next big thing. 

In 2026, the landscape of China's cultural and creative consumption market will be reshaped amid differentiation. The first half of the competition is about products; the second half is a battle for ecological niche and systemic capabilities.

The China Stationery Fair (CSF) has prepared your ticket to the second half. Here, we gather all the elements needed to define the future:

Insights into trends, connections to the ecosystem, validation of growth. 

This is no longer an option, but a must for all cultural and creative brands aspiring to win the next decade.

The home ground is ready – waiting for its protagonists.

See you in Shanghai in 2026, as we jointly pen a brand-new chapter for China's cultural and creative industry.