Music China announces October 2023 return

The dates are set: Asia’s largest trade fair for musical instruments will make its homecoming from 11 – 14 October 2023 at the Shanghai New International Expo Center – its longstanding home since 2002. Expectations for the fair to return on a strong footing next year are high, particularly given the country’s unrivalled position as not only the world’s biggest instrument manufacturer but also the largest market.

“We are already receiving exhibitor enquiries about the 2023 fair, and this is no surprise given Music China’s leading position in the global MI industry,” says Ms Judy Cheung, Deputy General Manager, Messe Frankfurt (HK) Ltd. “With the knowledge that the fair is the best place to meet dealers and distributors, exhibitors remain eager to expand their presence in the domestic market, and for good reason: the Chinese market is the world’s largest. This fact hasn’t changed, even amid the pandemic.”

This confident outlook is supported by domestic sales revenue, which is expected to reach USD 8.6 billion by the end of 2022[1]. “Despite the challenges facing other parts of the Chinese economy, the musical instruments industry has remained relatively immune, and this is partially due to a strong appetite for music culture,” explains Ms Cheung. “This gives us cause for optimism as we look ahead to the 2023 fair.”

In particular, the growth of music education continues to be one of the biggest drivers of instrument sales, especially in the piano category.  “Piano ownership in China now accounts for more than 75% of the world’s total,” Mr Huang Dong, Deputy General Manager of Schimmel Piano (China), expressed at the last edition of Music China. “Due to China’s rising levels of prosperity, more and more foreign brands have entered the market. So for us, and especially a big brand such as Schimmel, it’s an opportunity that can’t be missed. With Music China’s extensive influence, almost the entire industry chooses to participate.”

Instruments for every price point

While global brands such as Schimmel are a regular presence at Music China (evidenced by international participation from 15 countries and regions at the previous edition), home grown manufacturers that offer cost efficiency and order flexibility are also one of the fair’s key strengths.

“We expect the product mix to be the real forte of Music China 2023, with the fair showcasing instruments across every price point, and across the full spectrum,” says Ms Cheung. “For affluent Chinese buyers, international and heritage brands remain hugely popular, but for the likes of schools and training institutes who also visit the fair, price and durability are important considerations.”

Now entering its 20th edition, the 2023 fair is expected to feature 9 instrument halls spanning some 110,000 sqm of exhibition space, covering everything from pianos, bowed instruments, percussion, woodwind and brass, electronic instruments, music education, sheet music and much more. In addition, an extensive seminar programme and live music shows bring opportunities for networking and knowledge sharing.

Music China is organised by Messe Frankfurt (HK) Ltd, the China Musical Instruments Association and Shanghai Intex Exhibition Co Ltd. The organisers will closely monitor the pandemic situation and will strictly follow the local government’s protection guidelines.

For more details, visit or email the show’s organisers at More press information and photographic material can be found here:

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