The 54th Chengdu Beauty Expo (CCBE), a major cosmetics trade show originating in Chengdu, was held from 15 to 17 October, and JETRO set up a Japan Pavilion for the first time, enabling Japanese companies to exhibit.
The 54th Chengdu Beauty Expo (CCBE), held in Chengdu at the New International Convention and Exhibition Center, featured more than 3,500 brands offering cosmetics, makeup products, beauty equipment and related services.
JETRO set up a Japan Pavilion at the expo for the first time, with 16 Japanese and Japan-affiliated companies operating in China exhibiting. The exhibitors pointed to the Chinese market’s high price sensitivity and the importance of sales methods and product positioning.
According to a forecast released by Gongyan Industry Research Institute, China’s beauty market is expected to reach 1.2156 trillion yuan in 2026, up approximately 9.1% year on year, while Chengdu was recognized as a leading city for the medical aesthetics industry. Chengdu ranked second after Beijing on this index and was the only inland city to rank as high as third place.
The Japan Pavilion was featured in photographs taken by JETRO, which conveyed the atmosphere of the event, exhibitors’ responses and the growth potential of Chengdu’s medical aesthetics industry.