3rd Agarwood and Huanghuali International Fair Opens in Haikou This November: 50,000 sqm, 300+ Middle East Buyers

Larger scale, with Middle East buyers as the key variable

Chinese media report that the fair is co-hosted by the Hainan Daily Press Group and the China Collectors Association under the theme of linking the fragrance industry worldwide. Building on agarwood, huanghuali and jiangzhenxiang, it expands into ornamental stones, jewellery, ceramics, tea, coffee and cultural creative products. Exhibition space grows from 30,000 to 50,000 square metres, with over 300 Middle East entrepreneurs and traders registered and buyers from Southeast Asia, Japan, South Korea, Hong Kong, Macao and Taiwan still being invited.

The programme includes an Aquilaria sinensis industry forum, an international jiangzhenxiang forum, an overseas expansion salon, the third incense competition, interactive cultural experiences and craft awards. The third incense competition features three tracks plus a cultural creative design contest; nearly 150 works have been submitted since August, with semi-finals and finals held on 21-22 November on site.

From exporting goods to exporting brands

Public data shows the fair has received 123,000 visitors since 2024, generating 1.377 billion yuan in comprehensive sales and over 10 billion yuan in signed cooperation. Leveraging the free trade port's zero-tariff raw material imports, tariff exemption for processing value added and visa-free entry for 86 countries, the fair seeks to connect Chinese production regions directly with the high unit price fragrance market of the Gulf.

Industry observers note that large-scale Middle East participation redefines the role of Chinese agarwood regions: the question is no longer simply selling raw material abroad, but whether producers can upgrade into brand suppliers with standards, testing and traceability. This article is industry observation and educational summary only and does not constitute trading or investment advice.