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    Trade showB2B Trade Expo

    Shanghai Underwear Expo (SUE) 2027

    Join us at the Shanghai Underwear Expo (SUE) 2027 from March 22 to 24 in Shanghai, China, showcasing the latest in homewear and lifestyle products.

    Loungewear and homewear for comfort and styleIntimate apparel including bras and pantiesSleepwear such as pajamas and nightgownsAccessories related to homewear like slippers and robesTextiles and materials for clothing productionSustainable and eco-friendly clothing options

    Dates

    22–24 Mar 2027

    City / country

    Shanghai, China

    Venue

    Shanghai World Expo Exhibition & Convention Center (SWEECC)

    Time

    confirm daily opening hours on the organiser registration page

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    Event overview

    Overview

    The Shanghai Underwear Expo (SUE) 2027 will take place from March 22 to 24 at the Shanghai World Expo Exhibition & Convention Center.

    This event focuses on the latest trends in homewear and related products, catering to the growing demand for comfort and quality in everyday clothing.

    TL;DR

    1. 1Dates and Venue: Shanghai Underwear Expo (SUE) 2027 runs from March 22 to 24 at the Shanghai World Expo Exhibition & Convention Center.
    2. 2Scale and Focus: The expo will feature over 500 exhibitors and attract more than 30,000 visitors, highlighting trends in homewear and lifestyle products.
    3. 3Organiser: The event is organised by the Shanghai Fashion Association and Shanghai Gehua Exhibition Service Co., Ltd.
    4. 4Buyer Authority: Attendees will include industry professionals, retailers, and buyers looking for the latest trends in homewear.
    5. 5Entry: Registration is required for attendance; visit the official website for details.

    Why visit

    Visitors will gain insights into the latest trends in homewear, network with industry professionals, and discover innovative products that enhance lifestyle and comfort. Dates and Venue: Shanghai Underwear Expo (SUE) 2027 runs from March 22 to 24 at the Shanghai World Expo Exhibition & Convention Center. Scale and Focus: The expo will feature over 500 exhibitors and attract more than 30,000 visitors, highlighting trends in homewear and lifestyle products.

    Why exhibit

    Exhibitors will have the opportunity to showcase their products to a targeted audience, increase brand visibility, and connect with potential buyers in the homewear sector. Scale and Focus: The expo will feature over 500 exhibitors and attract more than 30,000 visitors, highlighting trends in homewear and lifestyle products. Buyer Authority: Attendees will include industry professionals, retailers, and buyers looking for the latest trends in homewear.

    Attendees, exhibitors & solutions

    Who this event is for

    Visitor profile

    Typical attendee groups you can expect to meet.

    Retail buyers from fashion and home goods sectors
    Distributors looking for new product lines
    Designers seeking inspiration and partnerships
    E-commerce representatives focused on homewear
    Industry analysts tracking market trends
    Media professionals covering fashion and lifestyle events

    Exhibitor profile

    Main supplier and exhibitor segments present at the show.

    Manufacturers of homewear and loungewear
    Suppliers of textiles and materials for clothing
    Brands specializing in sustainable and eco-friendly products
    Retailers of fashion and lifestyle goods
    Distributors of intimate apparel
    Innovators in clothing technology and design

    Product categories

    Key solution areas showcased across the event.

    Loungewear and homewear for comfort and style
    Intimate apparel including bras and panties
    Sleepwear such as pajamas and nightgowns
    Accessories related to homewear like slippers and robes
    Textiles and materials for clothing production
    Sustainable and eco-friendly clothing options

    Location & Facilities

    Venue

    Open in Google Maps

    Shanghai World Expo Exhibition & Convention Center (SWEECC)

    Shanghai, China

    Attend

    Entry & tickets

    Event days & opening times

    DayOpening hours
    Official show dates 2224 March 2027 at Shanghai World Expo Exhibition & Convention Center (SWEECC)
    Event daysconfirm daily opening hours on the organiser registration page
    Register

    Ticket info

    Ticket notes

    Visitor registration for SUE 2027 is handled through underwearshanghai.com; check the official registration page for badge fees, on-site badge collection hours and admission rules for trade visitors, and carry photo ID matching your registration.

    Who runs the show

    Organisers

    Shanghai Fashion Association (上海市服饰学会)

    Shanghai Gehua Exhibition Service Co., Ltd. (上海歌华展览服务有限公司)

    What's on

    Programme

    Co-located events

    Shanghai International Fashion Accessories Expo

    Separate ticket

    A concurrent event focusing on fashion accessories, showcasing the latest trends and products.

    Website

    Shanghai International Hosiery Purchasing Expo

    Separate ticket

    A concurrent event focusing on hosiery products, featuring a wide range of exhibitors.

    Website

    How the last edition performed

    Previous edition

    Visitors

    30,000

    Exhibitors

    500

    Impact

    A bigger and stronger platform

    Visitor total from organiser recap language in captured sources. The most recent edition recorded 30,000+ visitors. The Shanghai Underwear Expo (SUE) 2027 will take place from March 22 to 24 at the Shanghai World Expo Exhibition & Convention Center. This event focuses on the latest trends in homewear and related products, catering to the growing demand for comfort and quality in everyday clothing. The Shanghai Underwear Expo is crucial for connecting suppliers.

    Audience quality

    High-value decision-makers

    Visitors typically include Retail buyers from fashion and home goods sectors, Distributors looking for new product lines, Designers seeking inspiration and partnerships, E-commerce representatives focused on homewear. Dates and Venue: Shanghai Underwear Expo (SUE) 2027 runs from March 22 to 24 at the Shanghai World Expo Exhibition & Convention Center. Scale and Focus: The expo will feature over 500 exhibitors and attract more than 30,000 visitors, highlighting trends in homewear and lifestyle products.

    Exhibitor outcomes

    Real business growth

    Exhibitors will have the opportunity to showcase their products to a targeted audience, increase brand visibility, and connect with potential buyers in the homewear sector. Scale and Focus: The expo will feature over 500 exhibitors and attract more than 30,000 visitors, highlighting trends in homewear and lifestyle products. Buyer Authority: Attendees will include industry professionals, retailers, and buyers looking for the latest trends in homewear. Exhibitor categories include Manufacturers of homewear.

    Intelligence

    Market context

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

    Shanghai, China

    Why it matters

    Attending Shanghai Underwear Expo (SUE) 2027 on 2027-03-22 to 2027-03-24 in Shanghai lets buyers and specifiers benchmark suppliers, see live demonstrations, and compress months of vendor meetings into one focused trade visit — worthwhile when your category roadmap aligns with the official exhibitor profile.

    Industry trends

    Key trends shaping this market and its wider industry.

    01

    Digital buyer journeys

    Intimates sourcing now starts online, with retail teams shortlisting suppliers, booking show meetings and comparing price lists before they arrive at the fair.

    02

    Sustainability in procurement

    Recycled fibres, lower-impact dyeing and traceable supply chains are moving into intimates sourcing standards and supplier scorecards.

    03

    Automation and labour efficiency

    Automated cutting, seamless knitting and sewing lines are being adopted to reduce labour costs and shorten lead times in underwear production.

    04

    Regional supply-chain resilience

    Brands are spreading intimates sourcing across China, South and Southeast Asia and near-shore partners to cut concentration risk.

    05

    Hybrid engagement models

    Sourcing relationships blend physical sampling at the fair with follow-up video calls, digital catalogues and year-round supplier portals.

    Food trade fair circuit

    Book hotels and meetings 8–12 weeks before opening day; peer shows in the same sector often fall in adjacent months.

    Buyers covering food often plan Shanghai Underwear Expo (SUE) 2027 alongside regional peer shows to compare products, pricing, and service coverage across markets.

    Pre-show

    Confirm exhibitor meetings and product demos for Shanghai Underwear Expo (SUE) 2027.

    Show week

    Hall walk-throughs, live demos, and supplier negotiations.

    Peer events are widely known sector fairs; verify dates on each organiser website before booking.

    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

    Shanghai Pudong (PVG) is the main commercial gateway serving Shanghai; allow 45–60 min by road or rail to Shanghai World Expo Exhibition & Convention Center (SWEECC).

    to venue

    by car

    SHA

    Shanghai Hongqiao

    Shanghai Hongqiao (SHA) is the main commercial gateway serving Shanghai; allow 45–60 min by road or rail to Shanghai World Expo Exhibition & Convention Center (SWEECC).

    to venue

    by car

    Local transport

    Get around the city with these convenient transport options.

    taxi

    Estimated costCNY 180-250 metered taxi or rideshare (estimate)
    Best forShanghai Pudong (PVG) to Shanghai World Expo Exhibition & Convention Center (SWEECC)

    Allow 50-70 minutes in normal traffic and longer at peak hours; use official taxi ranks or a licensed ride-hail app.

    taxi

    Estimated costCNY 80-120 metered taxi or rideshare (estimate)
    Best forShanghai Hongqiao (SHA) to Shanghai World Expo Exhibition & Convention Center (SWEECC)

    Allow 35-50 minutes; Hongqiao is the closer of the two airports to the Expo area and usually the quicker arrival option.

    metro

    Estimated costCNY 4-8 per single journey (estimate)
    Best forShanghai Metro network to the Expo area near SWEECC

    Cheapest option with the longest journey: budget 60-90 minutes from the airports with one or two changes and allow extra time when carrying luggage or display samples.

    shuttle

    Estimated costFree where the hotel runs a shuttle, otherwise CNY 20-50 per short taxi hop (estimate)
    Best forExpo-area hotels to SWEECC

    Confirm shuttle availability when booking; hotels in the Shanghai Expo and Pudong precinct are typically 10-20 minutes from the venue.

    Weather

    March 2027

    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.

    Registration

    Confirm registration and venue access with the organiser before travelling to Shanghai.

    Arrival

    Arrive early on the first show day for orientation and security screening.

    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.

    Transport

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

    Airport → venue: Primary gateways: Shanghai Pudong (PVG): Shanghai Pudong (PVG) is the main commercial gateway serving Shanghai; allow 45–60 min by road or rail to Shanghai World Expo Exhibition & Convention Center (SWEECC).; Shanghai Hongqiao (SHA): Shanghai Hongqiao (SHA) is the main commercial gateway serving Shanghai; allow 45–60 min by road or rail to Shanghai World Expo Exhibition & Convention Center (SWEECC).. Allow road or rail time to Shanghai World Expo Exhibition & Convention Center (SWEECC); on-site

    Hotel → venue: Primary gateways: Shanghai Pudong (PVG); Shanghai Hongqiao (SHA). Allow road or rail time to Shanghai World Expo Exhibition & Convention Center (SWEECC); on-site parking is usually available at major exhibition venues.

    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 World Expo Exhibition & Convention Center (SWEECC).

    Parking: On-site parking is available at Shanghai World Expo Exhibition & Convention Center (SWEECC); confirm daily rates and hall access on the organiser or venue site.

    Weather

    Plan and pack for the event climate.

    Month: March 2027

    Packing: March 2027

    Plan your trip

    Planning

    1

    Check passport validity and China visa requirements — Passport should have 6+ months validity. Most nationalities need a Chinese visa for Shanghai; apply through the Chinese visa application centre 4-6 weeks before travel for SUE 2027 (22-24 March 2027).

    2

    Book flights to Shanghai Pudong (PVG) or Hongqiao (SHA) — Target arrival 21 March 2027, the day before opening. Hongqiao is closer to the Expo area; Pudong has more long-haul options.

    3

    Reserve a hotel near SWEECC in the Shanghai Expo / Pudong area — Stay 21-24 March 2027. March is a busy business travel month in Shanghai, so book early to protect rates and stay within a short taxi ride of the venue.

    4

    Complete visitor pre-registration on underwearshanghai.com — Save the confirmation and QR code to your phone plus a printed copy. Badges are collected at the SWEECC registration desk on arrival.

    5

    Download the hall plan and exhibitor list and shortlist suppliers — Build a route by hall for lingerie, shapewear, seamless knit, lace, fabric and trim suppliers so you cover priority stands first.

    6

    Request B2B matchmaking meetings with target exhibitors — Pre-scheduled 20-30 minute slots through the organiser are more reliable than walking up to busy stands during peak hours.

    7

    Register for seminars and trend sessions in the show programme — Sessions on fabrics, sizing, fit and intimates sourcing trends fill up; reserve places when the programme is published.

    8

    Plan local transport from airport to venue — Taxi PVG to SWEECC is roughly CNY 180-250 and takes 50-70 minutes in traffic; Hongqiao is roughly CNY 80-120 and 35-50 minutes. Metro is cheapest but slower with luggage.

    9

    Sort payments: CNY cash, UnionPay, Alipay or WeChat Pay — Set up a mobile payment app before departure and carry some cash for small sample purchases and taxis.

    10

    Prepare business cards and a written sourcing brief — Include target fabrics, sizes, colours, MOQ expectations and delivery windows so Chinese suppliers can quote quickly on stand.

    11

    Pack for a Shanghai March — Layers, light rain jacket and comfortable shoes. March in Shanghai is cool and changeable with frequent rain showers, and halls involve long walking distances.

    12

    Day 1 arrival: badge collection, orientation and hall walk-through — Collect your badge at SWEECC, confirm meeting times and walk your target halls before scheduled appointments so you can adjust your plan.

    Budget

    Costs & budget

    Build your working budget

    Adjust the inputs below to create a directional event budget.

    Estimated budget
    Live estimate
    • Per diem × 2CN¥150.00
    Estimated totalCN¥150.00

    This is a directional estimate. Please verify live rates before booking.

    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

    Assess how this option fits your objectives.

    Best for

    Independent lingerie retailers, e-commerce buyers and sourcing managers who want to meet Chinese OEM and ODM factories, compare fabrics and place sample or trial orders without committing to a stand.

    Min. budget

    $350.00

    Timeline

    4-6 weeks for visa, flights and an Expo-area hotel

    Risks

    March is a busy business travel month in Shanghai and Expo-area hotel rates rise closer to the show dates

    Chinese visa processing takes several weeks for most nationalities, so apply early

    SWEECC hall walking distances are long, so pre-book meetings and plan a hall route

    exhibit

    Assess how this option fits your objectives.

    Best for

    Underwear, swimwear, seamless knit and fabric manufacturers plus lace, trim, machinery and packaging suppliers targeting Chinese and international brands, private-label programmes and sourcing offices.

    Min. budget

    $2,200.00

    Timeline

    3-4 months for stand booking, design approval, freight and customs

    Risks

    Hall position and stand location are allocated by the organiser, so early booking improves placement

    Sample garments and mannequins require temporary import and customs clearance into China

    Build-up slots are fixed and late design approvals can delay installation

    skip

    Assess how this option fits your objectives.

    Best for

    Buyers and suppliers with no intimates, swimwear, seamless or fabric sourcing interest, since SUE concentrates on the underwear, lingerie and swimwear supply chain and adjacent trims.

    Min. budget

    Not yet confirmed

    Timeline

    Not applicable

    Risks

    No direct cost, but skipping forgoes a low-cost read on Chinese intimates supplier pricing and quality tiers

    FAQs & glossary

    Answers

    Glossary

    1
    OEM
    Original Equipment Manufacturer: a factory that produces underwear or swimwear to a buyer's own design and brand, common among Chinese suppliers exhibiting at SUE.
    2
    ODM
    Original Design Manufacturer: a supplier that both designs and manufactures collections which retailers can brand and sell under their own label.
    3
    Private Label
    Retailer-branded apparel manufactured by a third-party supplier; a core sourcing model negotiated on the SUE show floor.
    4
    MOQ
    Minimum Order Quantity: the smallest volume a supplier will accept per style or colour, and a key negotiation point for sampling and first orders.
    5
    Seamless
    Knitted underwear and shapewear made on circular machines without side seams for a smoother fit and lower finishing cost.
    6
    Shell Scheme
    A standard modular stand package rented from the organiser with walls, fascia, carpet and basic lighting, as opposed to raw space.
    7
    Raw Space
    Exhibition floor area rented without built stand fittings, which the exhibitor designs and builds with its own contractor.
    8
    Pavilion
    A themed or country/region grouping of exhibitors located together inside the exhibition halls to help buyers find a category or sourcing region.
    9
    B2B Matchmaking
    Pre-scheduled buyer-to-exhibitor meetings arranged through the organiser so both sides arrive with confirmed appointment slots.
    10
    Shapewear
    Compression and smoothing garments worn under clothing; a fast-growing intimates category alongside lingerie and seamless basics.
    11
    Intimates
    Trade term covering underwear, sleepwear and loungewear product lines - the product universe of the Shanghai Underwear Expo.

    Trust footer

    Sources

    1

    References

    1

    Publishers

    0

    Date checked

    1

    Shanghai Fashion Association

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