World · East Asia & Pacific · 15 hrs ago
Zhangyuan Turns CIIE Displays Into Year-Round Shanghai Showcase
At the China International Import Expo in Shanghai, Zhangyuan opened a showcase for global brands inside the expo venue.
Zhangyuan is a historic Shanghai site that hosted exhibitions of unusual objects more than a century ago.
This year’s pavilion uses a “curiosity fair” theme and displays luxury watches, jewellery and other goods from international brands.
The bonded display has expanded beyond jewellery to include high-end watches and artistic home products.
The aim is to help brands introduce products in China and keep them on display after the expo.
Zhangyuan plans year-round displays and brand openings at its Shanghai site, including a proposed first De Bethune store in China.
The expo’s six-day display can therefore continue through bonded storage and a longer-term presence in the city.
Zhangyuan has launched a plan to turn displays at the China International Import Expo into year-round showcases in Shanghai.
Its “Jing’an Reception Hall” at the expo presents global luxury goods, including watches and jewelry, in a design inspired by historic “competition of rarities” fairs.
After the expo, goods can return to Zhangyuan’s bonded warehouse for continued display, extending a six-day showcase to 365 days.
Zhangyuan also announced plans for new stores and a year-round program called “Zhangyuan 365 Collection Season.”
An online beauty store launched during the expo as another channel for turning exhibited products into sales.
- Who
- Zhangyuan, with participating global brands and other partners.
- What
- It is extending China International Import Expo displays into year-round showcases and announced related retail plans.
- When
- The plan was announced at the ninth China International Import Expo in 2026.
- Where
- At the expo’s National Exhibition and Convention Center in Shanghai, with continued displays planned at Zhangyuan in central Shanghai.
- Why
- To extend the expo’s commercial impact, support brand launches and connect exhibited products with consumers.
This story does not have two clearly opposing sides.
Zhangyuan hosted three “competition of rarities” fairs, according to the article.
Zhangyuan’s bonded-warehouse exhibits were mainly jewelry, with brands testing the Chinese market.
Zhangyuan presented its “Jing’an Reception Hall” at the China International Import Expo.
Exhibits can return to Zhangyuan’s bonded warehouse for continued display instead of leaving after the six-day event.
The TTS. Aishangmei online flagship store launched.
- Exhibition venue
- National Exhibition and Convention Center (Shanghai)
- Showcase duration
- Six days at the expo; 365 days through continued display
- Historic fairs
- Zhangyuan hosted three “competition of rarities” fairs more than 100 years ago
- New program
- Zhangyuan 365 Collection Season
- Online store
- TTS. Aishangmei
- Limited-edition watch
- De Bethune brought a model limited to 50 pieces