The China International Import Expo, one of China's largest trade fairs, opened in Shanghai. Exhibits targeting young people's preferences have appeared at booths operated by Japanese companies, against a backdrop of growing emotional consumption.
The China International Import Expo opened in Shanghai, drawing exhibitors from around the world. This is the 9th edition, with more than 4,100 exhibiting companies, making it the largest expo ever.
A total of 155 companies participated in the JETRO (Japan External Trade Organization) booth, where displays including crane games represent the first initiative of their kind in 2026. The backdrop is the expansion of emotional consumption, particularly among young people in the Chinese market, who place value not only on quality and functionality but also on such qualities as fun and nostalgia.
According to a private Chinese research institution, the market for emotional consumption-related products and services has expanded by approximately 1.7 times over the past 4 years and is expected to reach approximately ¥64 trillion in 2025, as businesses seek to uncover new demand.
Tanaka Masayoshi (田中 正義), head of the JETRO Shanghai office, said that self-satisfaction-driven consumption is growing and that the perspective of how people want to satisfy themselves, rather than how they are perceived by others, is becoming important.