22nd Shenzhen cultural industries fair opens with first APEC economies pavilion

Overview

On May 21, 2026, the 22nd China (Shenzhen) International Cultural Industries Fair (ICIF) opened at the Shenzhen World Exhibition and Convention Center in Bao'an District, running for five days until May 25. According to China Daily, 6,312 exhibitors took part online and offline, 32 more than at the previous edition, displaying more than 120,000 cultural products.

The Shenzhen government said 310 overseas exhibitors from 65 countries and regions joined the fair, including 148 from 42 countries and regions exhibiting on site. Besides eight halls at the main venue, 51 satellite venues were set up across the city. A key feature this year was the first-ever APEC Economies Pavilion.

Background

Launched in 2004 and held in Shenzhen since then, ICIF is one of China's largest trade fairs for the cultural industries. China chairs APEC in 2026, and Shenzhen is due to host the 33rd APEC Economic Leaders' Meeting in November. The new APEC pavilion is seen as an effort to deepen exchange with the Asia-Pacific region through culture in that context.

China is also promoting spending by inbound visitors. Six government departments recently issued a notice on improving departure tax refund measures and expanding inbound consumption, and the fair strengthened its services for overseas visitors in response, seeking to combine cultural displays, technology products and shopping more closely.

Key points

• APEC Economies Pavilion: The pavilion showcases tourism, cultural products, traditional crafts and food from across the Asia-Pacific, with the aim of strengthening cultural exchange and cooperation.
• Expanded tax refund zone: The departure tax refund zone introduced at the previous fair grew from 100 to 400 square metres, with participating merchants rising from three to 12 and refund agencies from one to three. Self-service refund machines were deployed for the first time, and a multilingual team from the Shenzhen tax authority explained procedures. The zone featured Shenzhen-made technology products, consumer electronics and cultural and creative goods.
• Technology meets culture: Attractions included robot performances, VR experiences, chess against robots, intangible cultural heritage embroidery and video games.
• Deals: On the closing day, May 25, the Guangdong delegation was reported to have signed 22 key projects in film, animation, online games, e-sports and live entertainment, worth more than 10 billion yuan. The delegation held 69 events, attended by more than 1,500 professional buyers in 51 buyer groups.

Item	Details
Dates	May 21–25, 2026
Exhibitors	6,312 (online and offline)
Overseas exhibitors	310 from 65 countries and regions (148 on site from 42)
Exhibits	More than 120,000
Satellite venues	51

What it means for Japan–Shenzhen exchange

The reports do not specifically mention Japanese exhibitors. However, content industries such as animation, games and character licensing are areas of international strength for Japan, and there appears to be considerable room for cooperation with China's cultural industries, including those in Shenzhen. Japan is also a founding member of APEC, and the new APEC pavilion is drawing attention as a venue for cultural exchange across the Asia-Pacific.

The expanded tax refund zone and self-service machines make it easier for overseas visitors, including those from Japan, to make purchases at the fair. Shenzhen's mix of technology products and culture may also help Japanese companies and creators understand consumer trends and content preferences in the Chinese market.

Outlook

The fair closed on May 25. The reports did not give total attendance or the overall value of deals, and the dates of the next edition have not yet been announced. Whether the APEC Economies Pavilion will become a regular feature also remains to be seen.

From the Association

The Association will continue to follow exchanges between Shenzhen and Japan, including in culture and content. We will keep working to create opportunities for companies and creators from both sides to meet and collaborate.