3rd International Agarwood & Huanghuali Trade Fair Opens in Haikou Nov 21: Venue Expands to 50,000 sqm with 300+ Middle East Buyers Registered

A bigger floor: from 30,000 to 50,000 square meters

According to the Oct 9 press conference in Haikou, the third edition of the Tianxiang Guose International Agarwood & Huanghuali Trade Fair is scheduled for Nov 21-24, 2026 at the Hainan International Convention and Exhibition Center, with planned exhibition space of 50,000 square meters, a clear step up from the 30,000 square meters of the two previous editions. Organizers report that since its launch in 2024 the fair has welcomed 123,000 visitors, generated CNY 1.377 billion in combined sales, and signed cooperation projects worth more than CNY 10 billion. The event has been formally incorporated into Hainan's 15th Five-Year Plan for the service industry, ranking alongside the China International Consumer Products Expo and the Hainan Winter Trade Fair as a provincially cultivated signature exhibition.

Going global while deepening the value chain

Themed “Five Resonances, One Fragrant Chain,” this edition keeps agarwood, huanghuali (scented rosewood) and jiangzhenxiang at its core while extending into associated sectors — ornamental stones, jewelry and jade, ceramics, tea and coffee, and cultural-creative goods — building an integrated platform for exhibition and trade, appraisal and collection services, industry matchmaking and cultural experience. Organizers say international participation has risen sharply, with more than 300 entrepreneurs and traders from the Middle East already registered and buyers from Southeast Asia, Japan, South Korea, Hong Kong, Macao and Taiwan still being invited. Domestically, the fair is led by Hainan's Aquilaria sinensis industry while coordinating producing regions in Guangdong, Fujian and Guangxi. On the digital side, over 200 leading livestream hosts will set up online sourcing sessions, joined by closed-door buying meetings and e-commerce exchanges. Booth sales have reached 87%, and close to 5,000 domestic and overseas buyer records have been collected.

Side events: from incense competitions to export strategy

The program includes an Aquilaria sinensis industry forum, an international jiangzhenxiang forum, an overseas-expansion salon, the 3rd Incense Competition, interactive Dongpo-themed cultural experiences, the “Tian Diao” craft awards and tea-ceremony performances. The 3rd Incense Competition runs three tracks — huanghuali, agarwood and jiangzhenxiang — and since launching in August has drawn nearly 150 entries, with over 770,000 online views and 410,000 votes; semifinals and finals take place on site Nov 21-22, judged by industry experts, scholars and enterprise representatives. For practitioners, fairs endorsed by government bodies, industry associations and exhibition platforms are often the clearest window onto producing-region supply, testing standards and compliant export requirements.

This article is an industry observation and educational summary. It does not constitute trading or investment advice. Purchase agarwood only through legal channels with traceable, testable provenance.