As a smart pencil sharpener hums softly and a 3D-printed designer toy featuring Dunhuang caisson patterns rotates slowly on the booth, the eyes of over 100,000 professional visitors from around the world are fixed on the business opportunities behind more than 18,000 exhibits at the Shanghai New International Expo Centre (SNIEC)SNIEC. 

From June 26 to 28, 2026, the 120th China Stationery Fair (CSF) will kick off at the Shanghai New International Expo Centre (SNIEC). More than an industry gala spanning two 60-year cycles, it is set to be an unprecedented global sourcing storm. 

01 Trend Radar: Foresee Three Blockbuster Trends for 2026–2027

For professional buyers, mastering trends is the first step to successful procurement. The 120th CSF will showcase the core trends driving the future market. 

1. Emotional Healing & Meaningful Consumption

In the digital age, physical stationery and cultural & creative products have become precious "tangible touchpoints" and emotional carriers. The market has entered the "Era of Meaning," where products must respond to deeper spiritual and emotional needs. Buyers should focus on product designs that deliver a "sense of companionship" and "healing effect," such as stress-relief creative toys, customized stationery that preserves personal memories, and material applications emphasizing sensory experiences.

#tangle ©Irrr

2. Diversified Integration & In-Depth Development of Cultural & Creative IP

IP is the core of the cultural & creative and designer toy industries. The trend is shifting from simple image licensing to deeper cultural integration and cross-media storytelling. Buyers should watch these integration directions:

· Revitalization of cultural heritage IP: Modern and daily-life reinterpretation of collections from museums (e.g., Nanjing Museum) and intangible cultural heritage elements.

· Cross-category IP collaboration: Co-branding between film & animation, games (e.g., League of Legends), and trend brands to create new consumer touchpoints.

· Abstract brand IP development: IP-driven operation models similar to Luckin Coffee, building unique brand personalities and stories.

 Sanxingdui x Panda Series Blind Box © Sanxingdui Museum

3. Technology-Enabled Product Intelligence

Technology is enhancing both the emotional connection and functional utility of products. Smart learning companions, AI exploration devices, and similar offerings represent a new direction for the fusion of stationery and technology. "Smart stationery" with intelligent reminders, data synchronization, and interactive experiences will become a new growth driver in office and learning scenarios. 

02 Brand Matrix: A Must-See List Covering the Full Industry Chain

The 120th CSF has built a complete ecosystem ranging from traditional giants to emerging brands, offering buyers one-stop sourcing solutions. 

1. International Brands & a Bridge to Global Markets

The fair features a dedicated "Overseas Brands Showcase Zone," a window to discover international new products and design concepts. More importantly, it establishes an efficient channel for domestic brands to go global. The platform will invite targeted international buyers from Southeast Asia, Japan, South Korea, Europe, the U.S., and other regions, and organize matchmaking between domestic brands and global purchasing giants.

2. Domestic Leaders & Industry Cornerstones

Leading enterprises such as Deli, Comix, and Hero will continue to participate, showcasing their full-category solutions and annual strategic new products. These brands are the cornerstones of stable supply chains and mainstream markets. 

3. Emerging Design Forces & Cross-Border Players

This is a key area for discovering "future stars." The fair places special focus on cross-border cultural & creative products, attracting numerous designer toy, action figure, and ACG (Anime, Comics, Games) merchandise brands. At the brand-new "Cultural & Creative Design & IP Commerce Zone," buyers can explore new brands that blend traditional culture, art, and contemporary design language. 

4. Supply Chain Innovation Enterprises

Beyond finished products, buyers can connect with upstream suppliers of equipment, components, new materials, and automation solutions. This is critical for optimizing procurement costs and developing exclusive products.

03 Visitor Guide: An Action Roadmap for Efficient Business Opportunity Lock-In

With a vast array of tens of thousands of exhibits, an efficient procurement roadmap is essential.

Core Recommended Visiting Routes: Tailor your plan to your procurement goals with these three efficient routes.

Route 1: Cultural & Creative Designer Toys & Gift Procurement

· Target audience: Gift companies, designer toy stores, cultural tourism scenic spots, e-commerce live streamers.

· Core zones: Cultural & Creative IP Gift Hall, Cultural & Creative Design & IP Commerce Zone.

· Target products: High-margin IP derivatives, featured cultural & creative gifts, blind-box designer toys, cultural tourism souvenirs.

Route 2: Omnichannel Stationery & Office Procurement

· Target audience: Large wholesalers, cross-border e-commerce, corporate bulk buyers, chain bookstores.

·  Core zones: Comprehensive zones covering writing instruments, paper products, office supplies, and art materials.

· Target products: Brand new launches, green & smart stationery, office solutions, cost-effective items. 

Route 3: Supply Chain & Innovation Resource Matchmaking

· Target audience: Brand manufacturers, product development managers, OEM/ODM buyers.

· Core zones: Equipment & Components Zone, technology and material displays from various brands.

· Target products: Innovative materials, eco-friendly processes, smart manufacturing technologies, design services.

Can't-Miss Concurrent Events: The fair is not just a static display, but a dynamic industry hub.

· Professional Forums: Focus on practical topics such as "Breaking New Ground in Cultural & Creative Retail Channels" and "IP Commercialization Integration."

· E-Commerce Matchmaking Sessions: Partnering with platforms like Douyin, Tmall, and TikTok to directly connect top live streamers and MCN agencies.

· New Product Launches & Interactive Experiences: Numerous brands choose to debut their annual new products here, with trendy interactions such as "limited-edition badges" available on-site.

04 Key Action: Pre-Register Now to Secure Three Strategic Advantages

The 120th CSF is more than just a trade fair; it is a powerful boost injected by the organizer into the industry. Buyers who pre-register early will enjoy priority access to the following strategic advantages:

1. Precise Business Matching Service

The fair provides an automated buyer matching system that recommends compatible exhibitors and schedules meetings based on your procurement needs before the fair, greatly improving negotiation efficiency.

2. Priority Access to Invitation-Only Events

Many high-value closed-door procurement meetings, top-brand distributor conferences, and international buyer matchmaking sessions have limited seats. Pre-registered professional buyers will receive priority invitations.

3. Seize the Initiative for Full-Year Procurement

Locking in your visit plan early means you can more calmly plan budgets, research trends, and connect with partners. At the fair in June, you will stay one step ahead to secure supply for the second half of the year and even the spring of 2027.

 "The early bird catches the worm"—this business maxim rings especially true at the 120th CSF. With booth bookings exceeding 85%, competition among global buyers has already begun quietly before the fair opens. 

When 100,000 professional visitors pour into the Shanghai New International Expo Centre (SNIEC), the biggest winners will always be those who are best prepared and act fastest. 

The 120th China Stationery Fair is not just a procurement destination; it is a decision-making arena for the starting point of future business.