Dates

    21–23 Oct 2026

    City / country

    Shanghai, China

    Venue

    Shanghai New International Expo Centre - SNIEC

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    Event overview

    Overview

    The 19th CHINA LICENSING EXPO will take place from October 21 to 23, 2026, at the Shanghai New International Expo Centre.

    This leading licensing exhibition will showcase over 2,700 global IP resources, attracting more than 100,000 professional visitors.

    The event will feature nearly 100 activities, providing a platform for industry professionals to explore cross-industry cooperation.

    TL;DR

    1. 1Dates: October 21-23, 2026
    2. 2Location: Shanghai New International Expo Centre
    3. 3Exhibitors: 620+
    4. 4IP Resources: 2,700+
    5. 5Expected Visitors: 100,000+

    Why visit

    Visitors will gain access to a diverse range of licensed products, network with industry leaders, and discover the latest trends in IP licensing.

    Why exhibit

    Exhibiting at the CHINA LICENSING EXPO provides brands with unparalleled visibility, access to a targeted audience of decision-makers, and opportunities to forge valuable partnerships in the licensing industry. The CHINA LICENSING EXPO is the only 'China International' licensing exhibition approved by the Ministry of Commerce, making it a premier platform for licensors and licensees to connect and explore opportunities in the Chinese market.

    Attendees, exhibitors & solutions

    Who this event is for

    Visitor profile

    Typical attendee groups you can expect to meet.

    Brand owners seeking licensing opportunities
    Retailers looking for new IP products
    Manufacturers interested in licensing agreements
    Marketing professionals in the licensing sector
    IP creators and developers
    Industry analysts and consultants

    Exhibitor profile

    Main supplier and exhibitor segments present at the show.

    Licensing agents and brokers
    IP owners and licensors
    Manufacturers of licensed products
    Retail chains and distributors
    Marketing and advertising agencies
    Trade associations and industry groups

    Product categories

    Key solution areas showcased across the event.

    Licensed toys and games
    Apparel and fashion accessories
    Home decor and furnishings
    Food and beverage products
    Digital content and media
    Educational materials and resources

    Location & Facilities

    Venue

    Shanghai New International Expo Centre - SNIEC

    2345 Longyang Road, Shanghai, China

    Attend

    Entry & tickets

    Who runs the show

    Organisers

    中国玩具和婴童用品协会

    How the last edition performed

    Previous edition

    Last edition

    2025

    unknown

    This edition

    2026

    Visitors: 100,000

    Next edition

    Not announced yet

    Impact

    A bigger and stronger platform

    The 19th CHINA LICENSING EXPO will take place from October 21 to 23, 2026, at the Shanghai New International Expo Centre. This leading licensing exhibition will showcase over 2,700 global IP resources, attracting more than 100,000 professional visitors. The event will feature nearly 100 activities, providing a platform for industry professionals to explore cross-industry cooperation. The CHINA LICENSING EXPO is the only 'China International' licensing exhibition approved by the Ministry of Commerce,.

    Exhibitor outcomes

    Real business growth

    Exhibiting at the CHINA LICENSING EXPO provides brands with unparalleled visibility, access to a targeted audience of decision-makers, and opportunities to forge valuable partnerships in the licensing industry. The CHINA LICENSING EXPO is the only 'China International' licensing exhibition approved by the Ministry of Commerce, making it a premier platform for licensors and licensees to connect and explore opportunities in the Chinese market. Exhibitor categories include Licensing agents and brokers, IP owners.

    Intelligence

    Market context

    Key market insights, trends, news and related events to help you understand the bigger picture.

    Shanghai (Pudong), China — Asia-Pacific licensing and brand-extension hub

    Why it matters

    China Licensing Expo sits at the centre of Asia's licensed-merchandise circuit and is held inside the co-located China Toy Expo / China Kids Expo / China Baby Expo block at SNIEC — one of the largest toy and juvenile-product trade gatherings in the world. For IP owners it is a route into Chinese manufacturing, retail and licensing partners in a single trip; for retailers, licensees and brand teams it is the practical way to view new properties, negotiate rights and meet the factories that produce licensed goods. Shanghai's role as China's commercial capital, with PVG/SHA gateways, visa-free entry for many nationalities and a dense hotel base at Pudong, makes it one of the most accessible major trade-show destinations in the region.

    Industry trends

    Key trends shaping this market and its wider industry.

    01

    Digital buyer journeys

    Professionals expect pre-show agendas, product finders, and meeting tools; suppliers align demos and literature to short on-stand decision cycles.

    02

    Sustainability in procurement

    Energy use, recyclable materials, and carbon reporting increasingly appear in RFPs and exhibitor scorecards across industrial trade fairs.

    03

    Automation and labour efficiency

    Visitors benchmark machinery, software, and services that reduce downtime, staffing pressure, and total cost of ownership.

    04

    Regional supply-chain resilience

    Buyers diversify suppliers across Europe, MENA, and Asia while favouring vendors with local service, spare parts, and training.

    05

    Hybrid engagement models

    Live demonstrations remain decisive, but follow-up webinars, digital catalogues, and year-round supplier portals extend the commercial window after the show.

    Plan your trip

    Travel & logistics

    Local currency · CNY

    Arrival airports

    Choose from the following airports, with convenient access to the event and venue.

    PVG

    Shanghai Pudong

    Maglev + metro or taxi to Pudong expo clusters.

    to venue

    45–70 min to SNIEC

    by car

    SHA

    Shanghai Hongqiao

    Hongqiao is closer to central Shanghai halls.

    to venue

    30–45 min

    by car

    Hotel tiers

    A range of accommodation options near the venue and across key areas.

    Budget
    Huamu / Longyang Road, Pudong (1–2 metro stops or a short taxi from SNIEC)

    Limited-service domestic chains; cheapest rates book 6–8 weeks out, show week sells out early.

    Mid-range
    Century Park / Kerry Parkside / Longyang Road business district, Pudong

    10–20 minutes to SNIEC by taxi or metro Line 7/2; the sweet spot for exhibitor and trade-visitor stays.

    Premium
    Directly at / adjoining SNIEC and Lujiazui (Puxi-side river views)

    Kerry Hotel Pudong is the on-site option at SNIEC — book very early for show week; Lujiazui adds a 25–40 minute commute.

    Local transport

    Get around the city with these convenient transport options.

    maglev

    Estimated costCNY 50 one-way (CNY 40 with a same-day air ticket); add CNY 20–35 taxi to the venue
    Best forShanghai Pudong (PVG) → Longyang Road Maglev Station, then taxi/metro to SNIEC

    Roughly 8 minutes PVG–Longyang Road, the fastest airport link; runs ~06:45–21:40 — check last departure against your arrival time.

    metro

    Estimated costCNY 7–8 total metro fare
    Best forPVG → Line 2 to Longyang Road → transfer to Line 7 → Huamu Road (SNIEC)

    Cheapest option, roughly 60–75 minutes with luggage and one transfer; avoid 07:30–09:30 and 17:30–19:00 for luggage on packed trains.

    taxi

    Estimated costCNY 150–180 metered taxi (about USD 21–25); DiDi rideshare CNY 130–190
    Best forShanghai Pudong (PVG) to Shanghai New International Expo Centre - SNIEC

    30–45 minutes off-peak, 60+ minutes in weekday rush hour. Use the official taxi queue at arrivals and avoid unlicensed touts.

    taxi

    Estimated costCNY 130–170 metered taxi (about USD 18–24)
    Best forShanghai Hongqiao (SHA) to Shanghai New International Expo Centre - SNIEC

    45–60 minutes off-peak; a direct Line 2 metro ride also exists but takes around 75–90 minutes with a Line 7 transfer.

    metro

    Estimated costCNY 3–5 per trip
    Best forLine 7 to Huamu Road Station → SNIEC North/Metro entrance (walk)

    Huamu Road is the venue station; Lines 2/7/16 and the maglev interchange at Longyang Road. Buy a Shanghai Public Transport Card or use Alipay/WeChat Pay metro QR.

    ride_hail

    Estimated costCNY 25–60 per short trip (about USD 4–8)
    Best forDiDi / ride-hailing within Pudong (hotel ↔ SNIEC)

    DiDi is the dominant app; an international-card-linked Alipay or WeChat Pay account is the most reliable way to pay. Allow extra time on show mornings.

    Plan your trip

    Visa & entry documents

    Check the latest visa requirements and entry guidelines before travelling.

    Visa required
    ATA Carnet: accepted
    TypeWho needs itFeeProcessing
    Visa-free entry (unilateral / mutual agreements)Citizens of eligible countries on China's 30-day visa-free list (e.g. France, Germany, Italy, Netherlands, Spain, Switzerland, Japan, South Korea, Australia, New Zealand, Malaysia) travelling for business meetings or trade fairs—Not applicable — no application required
    240-hour visa-free transitCitizens of the eligible transit countries arriving at PVG/SHA from one country and departing to a third country within 240 hours, holding a confirmed onward ticket—Granted on arrival at immigration
    M visa (business / trade fair)Visitors and exhibitors from nationalities without a visa-free or transit exemption$140.00About 4 working days standard; 2–3 working days express (plus appointment/agent time)

    30-day visa-free entry currently applies to a broad list of European and Asian nationalities, and 240-hour visa-free transit is available at Shanghai PVG/SHA for eligible transit passengers. Policies are time-limited and change frequently — verify with the Chinese embassy or Visa Application Service Centre before travel.

    China is an ATA Convention member and carnets are generally accepted for temporary admission of exhibits and professional equipment at Chinese trade fairs; confirm handling with the China Council for the Promotion of International Trade (CCPIT) and the show's freight forwarder.

    Official visa page

    Weather

    Late October in Shanghai is mild and mostly dry: daytime highs around 22–24 °C with overnight lows of 15–17 °C, and roughly 6–8 rain days across the month. Humidity eases noticeably from the summer peak, though early-October remnants of the typhoon season can bring short heavy showers — pack a compact umbrella and a light layer for air-conditioned halls.

    Plan for the climate

    Check temperatures and pack accordingly

    Venue connectivity

    Confirm mobile roaming or local SIM options for business visitors to China.

    Ride-hailing

    Taxis

    Public transit

    Car rentals

    Cultural notes

    Useful information to help you have a smooth and respectful visit.

    Tipping & payments

    Tipping is not customary in Shanghai and service charges are usually already included. Mobile payment (Alipay / WeChat Pay, both now linkable to international cards) dominates; keep a small amount of cash for older taxi meters and small vendors.

    Business etiquette

    Exchange business cards with both hands and take a moment to read them. Meetings start with brief relationship-building; direct, hard negotiation in a first meeting is less effective than a follow-up exchange. Punctuality is expected for scheduled appointments.

    Dress & air conditioning

    Smart-casual business dress works for trade-fair halls; SNIEC halls are large and air-conditioned, so layers help. Comfortable shoes matter — walking distances between halls and metro entrances are significant.

    Practical guides

    Visitor & Exhibitor Essentials

    Everything needed to arrive prepared, navigate the event, and make the visit productive.

    Flights

    Destination: PVG

    Book flights to PVG when possible for the shortest transfer to the venue; compare SHA only if fares are materially lower.

    Visa

    Most foreign visitors need a Chinese visa unless they qualify for visa-free entry. China currently grants 30-day unilateral visa-free entry to citizens of a long list of countries (including France, Germany, Italy, Netherlands, Spain, Switzerland, Japan, South Korea, Australia, New Zealand, Malaysia and others, policy in force through 2026), and a 240-hour (10-day) visa-free transit applies to eligible nationalities entering via Shanghai Pudong (PVG) or Hongqiao (SHA) with an onward ticket to a third country. Everyone else needs an M (business/trade) visa obtained in advance from a Chinese embassy/consulate or Visa Application Service Centre — typically 4 working days standard processing, longer in peak season. Always verify your own nationality's status before booking.

    Estimated cost: Varies by visa type and nationality (check official site).

    Processing: Varies by nationality; apply several weeks before travel.

    Stay limited to 30 days per entry; policy is currently stated to run through 2026 — re-check before booking and confirm business (non-work) purpose is covered. 10 days of stay covering Shanghai and neighbouring provinces; requires a genuine onward booking to a third country — not a same-country return.

    Official

    Transport

    Get to the venue and around the city with these options.

    Airport → venue: Primary gateways: Shanghai Pudong (PVG): 45–70 min to SNIEC; Shanghai Hongqiao (SHA): 30–45 min. Allow road or rail time to Shanghai New International Expo Centre - SNIEC; on-site parking is usually available at major exhibition venues.

    Hotel → venue: Precinct hotels near Shanghai New International Expo Centre - SNIEC: Huamu / Longyang Road, Pudong (1–2 metro stops or a short taxi from SNIEC): Jinjiang Inn (Shanghai New International Expo Centre), Hanting Hotel Longyang Road, Home Inn Plus (Century Park area); Century Park / Kerry Parkside / Longyang Road business district, Pudong: Dorsett Shanghai, Grand Mercure Shanghai Century Park, Novotel Shanghai Clover; Directly at / adjoining SNIEC and Lujiazui (Puxi-side river views): Kerry Hotel Pud

    Ride-hail: Ride-hailing apps are commonly used in Shanghai; confirm local availability before travel.

    Public transit: Check local bus/metro options for routes to Shanghai New International Expo Centre - SNIEC.

    Parking: On-site parking is available at Shanghai New International Expo Centre - SNIEC; confirm daily rates and hall access on the organiser or venue site.

    Weather

    Plan and pack for the event climate.

    Month: October 2026

    Temperature: 15–24 °C (daytime highs around 22–24 °C, overnight lows 15–17 °C) during the 21–23 October 2026 show window

    Seasonality: Mid-autumn in Shanghai: around 6–8 rain days and roughly 50–60 mm for October, humidity lower than summer, with a small early-month late-typhoon risk; light layers plus a compact umbrella cover most conditions.

    Packing: Late October in Shanghai is mild and mostly dry: daytime highs around 22–24 °C with overnight lows of 15–17 °C, and roughly 6–8 rain days across the month. Humidity eases noticeably from the summer peak, though early-October remnants of the typhoon season can bring short heavy showers — pack a compa

    Plan your trip

    Planning

    Best day to visit: Day 2 — Thursday 22 October 2026

    Mid-show days typically combine the heaviest conference and trend-session programming with peak exhibitor staffing, so a Day 2 visit gives you the fullest licensing programme plus the best chance of meeting senior IP and brand representatives. Day 1 is better for a fast orientation and first-pass sourcing; Day 3 suits closing meetings and follow-ups before exhibitors begin packing down.

    Sample visitor itinerary

    Route-optimised day
    09:00–11:30

    Trade registration, badge collection and a full orientation walk of the licensing halls and co-located toy, kids and baby expo zones

    SNIEC North Entrance / main licensing halls, Pudong
    13:00–17:00

    Structured IP owner and licensee meetings booked in advance, plus first-pass sourcing of new IP for your market

    SNIEC licensing halls and exhibitor meeting booths
    10:00–13:00

    Licensing conference and trend/insight sessions — brand extension, China IP and Asian market outlook

    SNIEC conference area
    10:00–15:00

    Follow-up deal meetings, contracting discussions and final sourcing sweep before departure

    SNIEC halls; depart via metro Line 7 or taxi to PVG/SHA

    Side trips

    2

    The Bund & Lujiazui waterfront, Puxi/central Shanghai

    Suzhou (classical gardens, Tongli-style canals)

    Networking spots

    3

    SNIEC exhibitor conference and matchmaking areas

    Official meeting zones and buyer lounges are where pre-scheduled licensing meetings and matchmaking sessions take place — highest density of decision-makers.

    Kerry Hotel Pudong (connected to SNIEC)

    The on-site hotel of the venue; lobby and bar areas are the standard informal meeting point for exhibitors and visiting IP executives during show week.

    Century Park / Kerry Parkside & Thumb Plaza restaurant cluster, Pudong

    Concentration of business-friendly restaurants and cafés 10–15 minutes from SNIEC, practical for small after-show dinners and follow-up conversations.

    Budget

    Costs & budget

    Cost reference

    Official cost items and estimated ranges for exhibitors.

    visitor_ticket

    visitor · standard

    —

    estimate

    hotel_night

    visitor · mid-range

    USD 80–150 / per night

    estimate

    visa_fee

    visitor · standard

    USD 30–140 / per person

    estimate

    exhibitor_stand

    exhibitor · shell_scheme_or_raw_space

    USD 110–250 / per sqm

    estimate

    visa_fee

    visitor · M visa (business / trade fair)

    USD 140 / per application

    official

    Decision

    Visit, exhibit, or skip?

    Should you go?

    Pick the closest answer for each. Your recommendation updates live.

    QUESTION 1 OF 6

    What is your primary role?

    Decision matrix

    Compare participation options side by side to choose the best fit for your objectives.

    visit

    You have a clear IP-sourcing or market-entry objective and can commit 2–3 full days on the floor with pre-booked meetings.

    Best for

    IP owners, licensees, agents, retailers and brand/marketing teams scouting Asian licensing deals and co-located toy, kids and baby sourcing in one trip

    Min. budget

    $450.00

    Timeline

    4–8 weeks (trade registration, flights and hotel; add 2–4 weeks for a visa if your nationality is not visa-free)

    Risks

    Budget estimate from listing cost signals — confirm live rates.

    Visa appointment and processing lead time can be longer than expected for non-visa-free nationalities.

    Show-week hotel rates around SNIEC spike and the connected properties sell out first.

    exhibit

    China or Asia rights representation is a priority for the next 12–24 months and you can staff the stand with Mandarin-capable or deal-authorised personnel for all three days.

    Best for

    IP holders, licensing agents, brand-extension consultancies and service providers who need a physical presence and in-booth buyer meetings

    Min. budget

    $2,700.00

    Timeline

    4–6 months (space booking, stand design and build, freight/ATA carnet, staff visas, travel)

    Risks

    Budget estimate from listing cost signals — confirm stand rates with the organiser.

    Prime hall positions at SNIEC are allocated early; late booking limits location and stand size.

    Total cost typically runs well above the floor budget once stand build, logistics, staff travel and promotional spend are added.

    skip

    You have no near-term China licensing or sourcing requirement — track developments remotely and revisit for a later edition rather than absorbing travel and visa cost and time.

    Best for

    Teams with no China/Asia licensing mandate, or those already covered in-market through agents, distributors or a regional licensing partner

    Timeline

    Not applicable

    Risks

    No major risks listed.

    FAQs & glossary

    Answers

    Frequently asked

    What are the dates of the event?
    The CHINA LICENSING EXPO 2026 will take place from October 21 to 23, 2026.
    Where is the event held?
    The event will be held at the Shanghai New International Expo Centre.
    How many exhibitors are expected?
    The event is expected to host over 620 exhibitors.
    How many visitors are expected?
    The event is expected to attract more than 100,000 professional visitors.
    What types of products will be showcased?
    The expo will showcase a wide range of licensed products including toys, apparel, and digital content.
    Are there any special events during the expo?
    Yes, there will be nearly 100 activities scheduled throughout the event.
    How can I register for the event?
    You can register for the event through the official website.

    Glossary

    1
    IP
    Intellectual Property, referring to creations of the mind such as inventions, literary and artistic works, and symbols.
    2
    Licensing
    The process of obtaining permission to use someone else's intellectual property.
    3
    Exhibitor
    A person or company that displays products or services at an exhibition.
    4
    Visitor
    A person who attends an exhibition to view products and services.
    5
    Trade Show
    An exhibition where businesses showcase their products to potential buyers.
    6
    Networking
    The act of interacting with others to exchange information and develop professional contacts.
    7
    B2B
    Business-to-Business, referring to transactions between businesses.
    8
    B2C
    Business-to-Consumer, referring to transactions between businesses and consumers.

    Trust footer

    Sources

    1

    References

    1

    Publishers

    0

    Date checked

    1

    CHINA LICENSING EXPO

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