Brands are investing in exhibitions to target China’s “forgotten” middle class, a demographic considered a significant and underserved market for consumer goods and services.

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In 2025, the luxury industry in China is shifting its focus to smaller, more intimate exhibitions for the masses. Brands like Penhaligon’s, Gucci, and Loro Piana are hosting public-facing shows in Shanghai to capture local and international attention. This change is driven by a desire to connect with consumers and create an immersive experience. With 192 exhibitions organized in China in 2024, the trend is expected to continue, providing a unique way for luxury brands to showcase their heritage, craftsmanship, and creativity. This approach can help increase sales and build brand loyalty.