Ms Judy Cheung, Deputy General Manager of Messe Frankfurt (HK) Ltd, said: “Paperworld China reflects how the stationery and personal stylish sectors are combining creativity and business value. The fair’s dual B2B and B2C model links professional buyers, distributors, and design-focused brands with consumers who value originality and quality. This year’s edition will feature an extensive selection of fine art materials, design-driven stationery and culturally inspired collectibles that highlight current market and design trends. New IP projects and brand collaborations also show how original ideas are being transformed into distinctive products and experiences, bringing fresh momentum to the fair.”
The global stationery market continued to grow steadily in 2026, with Asia Pacific maintaining the largest share worldwide. China remained one of the region’s key markets, with a projected value of USD 25.26 billion for the year, highlighting its strong role in the industry’s overall growth.[1] The country’s stationery sector is also benefiting from the rapid development of e-commerce, which is accelerating demand for innovative and co-branded products. Younger consumers, in particular, are showing strong interest in limited-edition collections, mystery boxes, and collaborations with popular cultural IPs. Many consumers are also willing to pay a premium for stationery that combines character licensing, original design, and cultural appeal. This shift has boosted the performance of “China-chic” stationery, with exports recording 50% year on year growth in 2025.[2] China’s stationery industry is shifting from basic manufacturing toward customisation focused and design-led production, reflecting the broader transformation of the country’s consumer market.
Underpinning this growth is a broader shift in consumer behaviour, where carefully selected products that deliver emotional value are becoming increasingly important. Storytelling, originality, and design are playing a more prominent role in capturing consumer attention and strengthening brand connections. Against this backdrop, Paperworld China continues to serve as a platform that supports both commercial expansion and creative brand expression.
Providing a dynamic platform connecting B2B and B2C audiences
The 2026 fair’s three signature zones reflect the market’s growing appetite for quality, creativity, and lifestyle-oriented products. Together, they bring distinct yet complementary offerings to Paperworld China’s professional and creative segments, from international brands and craftsmanship to fine art materials and collectible design goods. Twenty Pro gathers leading international stationery brands connecting directly with China’s fast-growing retail and design market, offering buyers a focused view of global craftsmanship and new product trends. Art Top serves as a premium showcase for fine art materials, presenting a comprehensive range of papers, pigments, and drawing tools that reflect the rising demand for quality from China’s growing base of artists, students, and hobbyists. The Mart distinguishes itself as a curated platform for collectible stationery, original design goods, and personal stylish products, catering to aesthetic-minded consumers and boutique retailers seeking originality and cultural value.
At the same time, intellectual property (IP) is rapidly gaining prominence within China’s consumer landscape. Local brands are actively collaborating with internationally recognised IPs, while independent designers are developing new original IPs and seeking new partnership opportunities. In response to this growing trend, a dedicated IP Zone will be introduced at this year’s fair to encourage collaboration and business exchange. Increasing global attention on Chinese cultural IPs is also unlocking new opportunities for cross-border collaboration, adding a fresh dimension to creative and commercial exchange.
Paperworld China 2026 will bring together brands, buyers and IP owners to translate creativity into tangible business outcomes. With strong international participation and clearly defined showcase zones, the fair offers direct access to new markets and cross-border partnership opportunities.
[1] ‘Stationery Products Market, April 2026, Fortune Business Insights, https://www.fortunebusinessinsights.com/stationery-products-market-104633, (Retrieved May 2026)
[2] ‘China-chic stationery writes its way into global markets’, September 2025, China Daily,
https://www.chinadaily.com.cn/a/202509/15/WS68c7494fa3108622abca0abb.html, (Retrieved May 2026)
Paperworld China is organised by the China Stationery and Sporting Goods Association (CSSGA), Messe Frankfurt (Shanghai) Co Ltd and Zhejiang Growin International Exhibition & Convention Co Ltd and is the only trade fair in the domestic stationery industry that receives official support from the CSSGA, an influential national industry association in China. For more information about the show, please visit www.paperworldchina.com or email: pwc@china.messefrankfurt.com.
Press information and photographic material:https://paperworldchina.hk.messefrankfurt.com/shanghai/en/press.html
Links to websites:
https://www.linkedin.com/company/paperworld-china
https://www.facebook.com/paperworldchina
WeChatID:paperworldchina
xiaohongshu: https://qr.messefrankfurt.com/Fa972
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 around € 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. We are using our digital expertise to develop new business models. The wide range of services includes renting exhibition grounds, trade fair construction and marketing, personnel and food services.
Sustainability is a central pillar of our corporate strategy. Here, we strike a healthy balance between ecological and economic interests, social responsibility and diversity.
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
Background information on Conzoom Circle
conzoom-circle.messefrankfurt.com/information
Background information on the China Stationery and Sporting Goods Association
The China Stationery and Sporting Goods Association (CSSGA) is accredited by the Ministry of Civil Affairs of China. It is a national-level industrial association dedicated to managing the stationery and sporting industries, and forming a communication bridge between the government and the two industries. So far the CSSGA has enrolled 800 enterprise members from around China.
Background information on Zhejiang Growin International Exhibition & Convention Co Ltd
Zhejiang Growin International Exhibition & Convention Co Ltd is one of the leading exhibition companies specialising in local and international exhibition services. The team consists of business professionals with practical industry expertise and over 10 years of experience delivering exhibition services, particularly in the stationery domain. The company is dedicated to introducing the most professional and valuable exhibitions to local businesses, assisting them in global expansion, and providing a comprehensive range of exhibition services local and abroad.
For further information about the company, please visit www.growinexpo.com.
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