全球首发VS百年字号，进博会到底有多好逛？Debuts vs Heritage:What Makes CIIE Worth a Visit?

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这里更是科技与艺术交织的试验田。

Tango 共创的 AI 装置让观众生成数字画卷汇入顶部大屏；语音 AI 化身造型师定制专属穿搭；粒子动画则将无形气味化为视觉渐变。

进博期间，百联集团旗下的百联股份更迎来了 PHUTAWAN 泰国香水及 Under Armour × Feng Chen Wang 联名鞋款的中国首发。而百联的精彩远不止于展台之内。

场外，“百联全球精品汇”的溢出效应全面爆发：这些展品不仅能在第一购物中心及 the bálancing 买手店线下购买，联华、百联股份旗下第一百货、第一医药、逸刻等多元业态更同步推出票根联动、满减优惠、老字号创新等促消费举措，真正将展品变商品，让进博热度融入上海城市肌理，让全球好物与本土生活在这个“新场域”中无缝交融。

This is a testing ground where the latest technology and innovative art intertwine!

An AI installation co-created with the artist Tango lets visitors generate digital artworks that flow onto the overhead screen, while nearby a voice AI acts as a personal stylist to give you fresh inspiration and particle animations translate scents into visual gradients. Among many notable highlights, during CIIE the booth hosted the China debuts of Thailand’s PHUTAWAN perfume collection and the Feng Chen Wang × Under Armour collaborative footwear.

Beyond the venue, the spillover effect of the Bailian Global Boutique Collection fully reveals itself: exhibits are available for purchase at the No.1 Shopping Center and the bálancing stores, while multiple retail formats like Lianhua, Shopping Center, No.1 Pharmacy, and EGO simultaneously launch ticket-stub-linked promotions, discounts, and time-honored brand innovations. This truly transforms exhibits into merchandise, integrating CIIE's energy into Shanghai's urban fabric and seamlessly blending global goods with local lifestyle.

张园把“静安会客厅”开进了进博会 6.2 馆，以“赛珍游艺园：明日轨道”为设计理念，用一条过山车轨道串联全球限量腕表与中国首发珠宝。

瑞士独立制表品牌 De Bethune 百万级腕表 DB28GS 坐镇；德国高珠品牌 CAPOLAVORO 携 INHORGENTA AWARD 获奖作品 Grace 1991 钻石戒指中国首展。

更关键的是“首秀变首店”：张园发布“365 臻藏季”，De Bethune 全国首店、LIVINGTIME 乐问时首店等相继签约，把六天展期拉长至 365 天。

Zhangyuan brought its Jing'an Reception Room into Hall 6.2 with a concept entitled Grand Exhibition Amusement Park: Tomorrow's Track, using a wonderful roller-coaster track to connect globally limited watches and China-debut jewelry. 

Swiss independent watchmaker De Bethune anchored the space with the million-yuan DB28GS and German high jewelry house CAPOLAVORO brought its INHORGENTA AWARD-winning Grace 1991 diamond ring for its China premiere. 

Their boldest move this year: a debut becomes a first store! Zhangyuan launched the 365 premium collection season, with De Bethune's first national store and LIVINGTIME signing on, stretching six days into 365.

进入中国市场 20 周年，卡骆驰全球首发“上海往昔&未来”系列：

往昔系列以石库门建筑为灵感，将花砖纹样刺绣、仿古铜锁头与钥匙挂饰融入鞋履；

未来系列以霓虹配色、金属光泽与流线廓形回应摩天大楼的天际线。

围绕“经典很适意”展台主题，Crocs 将“上海往昔&未来”系列的设计灵感延伸至进博展台：展台以“匠造时光，自带腔调”与“敢想未来，潮向未来”两大空间，把上海的历史文脉与当代都市美学串成一条动线。

Marking 20 years in China, Crocs unveiled the global premiere of the Shanghai Past & Future collection. 

The Past series draws on shikumen architecture, including features such as encaustic tile embroidery and antique brass lock and key charms. 

Meanwhile the Future series mirrors the modern skyline with neon colorways, metallic finishes and streamlined silhouettes.

Under the theme comfort in tradition, Crocs extends the design inspiration behind the Shanghai Past & Future Collection into its CIIE exhibition space. Two themed areas—shanghai past and shanghai future—create a dialogue between Shanghai's rich cultural heritage and its contemporary urban character.

连续第三年参展的 lululemon，用一道红白渐变的弧形立面，在场馆里造出了充满“呼吸感”的磁场。

从“遇见我们”到“遇见感受”，四大空间邀请参观者放慢脚步。品牌大使、游泳世界冠军汪顺亲临揭幕，并把“夏日乐挑战”中的“一起向上”引体向上挑战搬到了现场，让汗水与欢呼成为最好的破冰方式。

此外，品牌全球社会影响力计划 lululemon Gives 的本土实践——与中国乡村发展基金会合作的“青少年赋能计划”——也在此娓娓道来，展现运动之外的温度。

lululemon returned for its third CIIE, creating a breathing sanctuary through a red-and-white gradient curved facade.

The four zones, from Meet Us to Breathing Practice Room, invited visitors to slow down. Brand ambassador and swimming world champion Wang Shun unveiled the booth and brought the Pull-Up Challenge from the Summer Sweat Games to the venue, turning sweat and cheers into the best icebreaker possible.

Meanwhile, the local practice of lululemon Gives, the Youth Empowerment Program in partnership with the China Foundation for Rural Development, shared a story of warmth and kindness beyond the boundaries of sports.

宜家这次不谈大动干戈的装修，而是抛出了“一样大，大不一样”的哲学，首发“轻定制”解决方案。

通过模块化产品和灵活组合，让家能以更轻盈、可负担的方式“生长”。“成长中的家”展间生动演绎了：当两口之家变成三口之家，客厅如何巧妙调整，容纳新的亲子时光。

此外，全球首发的 FÖSSTA 弗斯达羊年新年系列，用北欧设计语言讲透了中国“三羊开泰”的吉祥意。宜家中国代总裁兼首席可持续发展官宋颖爱一句话点题：“与中国同行，就是与未来同行。”

IKEA shifted the focus from major renovations to its Light Customization solution under the philosophy of Same Place, More Space.

Modular products and flexible combinations allow homes to ‘grow’ in a lighter, more affordable way. The Growing Home showroom vividly demonstrated how a living room adapts to accommodate new parent-child moments when a couple becomes a family of three. 

The globally launched FÖSSTA Chinese New Year collection brings the auspicious Chinese saying “Three Goats Heralding Good Fortune” to life through the language of Scandinavian design. As Lydia Song, IKEA China Acting CEO and President & CSO, puts it, “Moving forward with China means moving forward into the future.”

乐高首次将目光聚焦于成年人，把展台变成了一座“愉悦社区”。

在“玩心未眠”的主题下，六款新品精准击中不同热爱：从年味十足的乐高金喜貔貅、团圆号龙船，到定格花艺之美的芍药花束，再到重温奇幻故事的幻影忍者道场。

过去九年，乐高在进博首发了 40 款新品，其中三分之二的灵感汲取自中国文化与历史。正如 CEO 倪志伟所言，乐高将继续用积木，把纯粹创造的快乐带给更多年龄段的消费者。

LEGO Group focused on adults for the first time, transforming its booth into a ‘Joyful Community’.

Under the theme Awaken Your Joy, six new sets targeted diverse passions: from the festive Golden Pixiu and Reunion Dragon Boat, to the floral beauty of the Peony Bouquet, and the fantasy adventures of the NINJAGO Dojo.

Over the past nine years, LEGO has launched 40 new products at CIIE, with two-thirds inspired by Chinese culture and history. As CEO Niels B. Christiansen noted, LEGO will continue bringing the pure joy of creation to consumers of all ages.

步入ASICS亚瑟士的展台，仿佛登上一列“新势线列车”，品牌在华二十年的历程与 2027 年“YEAR OF CHINA”的愿景在此交汇。

本届进博会，ASICS WALKING 亚瑟士步履系列迎来中国线下首秀，四大系列承包了从商务到日常生活的不同场景。而在专业跑步区，GEL-NIMBUS 29 与“回弹家族”集中亮相，展现硬核科技。

亚瑟士中国董事长林晃司表示，面向2027年，品牌将带着更专业的产品，更深地扎进中国体育事业。

Stepping into ASICS' booth felt like boarding a New Momentum Line train, where the brand's 20-year journey in China intersects with its 2027 YEAR OF CHINA vision. 

At this CIIE, the ASICS WALKING line made its offline China debut,with four collections covering a wide range of occasions, from business to everyday life. In the performance running zone, the powerful ‘Rebound Family’, featuring the GEL-NIMBUS 29, showcased cutting-edge technology. 

Koji Hayashi, Chairman of ASICS China, stated that heading toward 2027, the brand will further embed itself in China's sports landscape with more professional products.

来伊份这次不仅带回了 2.55 亿元的意向签约，更带来了一场“舌尖上的环球旅行”。

21 款来自 8 个国家和地区的进口好物集中亮相，其中首发的亚米椰子脆片（泰国）与榛子黄油薄脆黑巧（马来西亚）大受欢迎，后者更斩获国际美味大奖。

从单纯的“商品引进”到如今的“联合共创”，来伊份正与全球伙伴一起，把世界风味装进中国消费者的口袋。

Lyfen brought back not only RMB 255 million in intended contracts but also a global culinary journey for customers to experience! 

21 imported products from 8 countries and regions were showcased. The debuts of Ami Coconut Chips (Thailand) and Hazelnut Butter Crisp Dark Chocolate (Malaysia) were huge hits, with the latter winning an International Taste Award.

Moving from simple product importation to co-creation, Lyfen is working with trusted global partners to put delicious world flavors into the pockets of Chinese consumers.

第七次的邂逅，LVMH 携宝格丽、迪奥、法国娇兰、轩尼诗、路易威登、丝芙兰及蒂芙尼等七大品牌，以“新生代，继往开来”（New Generations）为主题亮相：

娇兰“蓝调淡香精”（L'Heure Bleue）选择上海全球首发；宝格丽呈献“Kaleidos 万花绮镜”特展，工匠大师现场演绎 Tubogas 工艺；轩尼诗中国首家旗舰店即将在上海启幕。

LVMH 集团董事会主席兼首席执行官 Bernard Arnault 表示：“我对中国及其未来的信心坚定不移。”

LVMH returned for its seventh CIIE with a gorgeous pavilion featuring seven iconic houses, Bvlgari, Dior, Guerlain, Hennessy, Louis Vuitton, Sephora and Tiffany & Co., under the theme New Generations.

Guerlain chose Shanghai for the global debut of L'Heure Bleue; Bvlgari presented the Kaleidos exhibition with master artisans demonstrating Tubogas craftsmanship live. There was also an announcement that Hennessy's first China flagship store is set to open in Shanghai.

"My confidence in China and its future is unwavering," said Bernard Arnault, Chairman and CEO of LVMH.

以“美之奥德赛”（The Beauty Odyssey）为主题，本次欧莱雅集团带来 27 个品牌、近30 项首发。

全球首发艺术装置“龙凤美神”（KALLISTÉ TWINS）；4 项亚洲首发美妆科技，包括巴黎卡诗 K-SPA 院线级护理、兰蔻菁纯驭时光能面膜、多效光能美发棒、全新人类皮肤生物工程；

5 大中国首发新品牌，其中 COLOR WOW 与 Skinbetter Science 首次亮相中国市场，Creed 恺芮得、Bottega Veneta 葆蝶家、Balenciaga 巴黎世家完成加入欧莱雅集团后的中国首秀。

L'Oréal returned for its ninth CIIE under the theme The Beauty Odyssey, presenting 27 brands and nearly 30 debuts.

The global premiere of the KALLISTÉ TWINS art installation anchored the booth while 4 Asia Debut Beauty Tech: Kérastase K-SPA, LED MASK from Lancôme Absolue Longevity MD, The Light Straight™ + Multi-styler, Human Skin Bio-engineering.

Five brands made their China debut, among them COLOR WOW and Skinbetter Science, while Creed、 Bottega Veneta Parfums、 Balenciaga Parfums made their first CIIE appearance since joining the L'Oréal portfolio.

连续第七年参展，优衣库以近 1000 平方米“City of Inspiration 灵感之城”亮相。

首发方面，UNIQLO and Cecilie Bahnsen 2026 秋冬系列迎来中国大陆首秀，五大设计师合作系列集结；12 件基于全球超 4200 万条顾客反馈迭代的产品首次创意呈现。

可持续方面，优衣库举办论坛提出“LifeWear = A New Industry”愿景，宣布未来三年每年在华捐赠超 2300 万元，惠及超 350 万人；

晨风集团 7 家工厂全面引入光伏，东丽（南通）自 2027 年 4 月起全切生物质蒸汽；RE.UNIQLO 回收服务覆盖全部门店，PEACE FOR ALL T恤利润全数捐赠本地公益。

Marking its seventh consecutive CIIE, UNIQLO presented a nearly 1,000 sqm City of Inspiration.

The UNIQLO and Cecilie Bahnsen 2026 Fall/Winter collection made its Chinese mainland debut, alongside five designer collaborations and 12 products evolved from over 42 million customer voices.

Concerning its commitment to sustainability, UNIQLO hosted a forum introducing the LifeWear = A New Industry vision, announcing over RMB 23 million in annual donations to reach 3.5 million people in China over three years.

All seven Morning Wind Group factories now use solar PV, and Toray (Nantong) will fully switch to biomass steam from April 2027. The RE.UNIQLO recycling service covers all mainland stores, and all PEACE FOR ALL T-shirt profits are donated to local charities.

此次进博会，资生堂以全新集团愿景“一瞬之美，一生之美”构筑了一座沉浸式美学空间，60 余款进博首秀新品在此集结。

从 SHISEIDO 悦薇「A醇精华水」的焕新发布、CPB 肌肤之钥「精雕面霜」的奢耀登场，到 NARS 娜斯「原生无瑕精华遮瑕液」的全球首秀；从怡丽丝尔为中国定制的「黄金」水乳，到 ANESSA 安热沙「智感倍护防晒凝乳」的中国首秀——每一款单品都在回应“当下”的美之所需。

而在“一瞬”的惊艳之外，资生堂更将目光投向“一生”。同期，资生堂中国宣布与海南启研干细胞抗衰老医院达成合作，依托博鳌乐城先行区政策，共同推进毛发再生医疗的应用探索，将科研的边界延伸至更长远的长效之美。

At this year's CIIE, Shiseido crafted an immersive aesthetic space under its new group vision 'In every moment, in every life Beauty', gathering over 60 CIIE debut products.

From the launch of SHISEIDO Vital Perfection Retinol Essence Water and the grand unveiling of Clé de Peau Beauté Sculpting Cream to the global premiere of NARS Light Reflecting Advanced Skincare Concealer there were many exciting moments for customers. Also featured were ELIXIR's China-customized Golden Lotion and Emulsion as well as the China debut of ANESSA Smart Shield Sunscreen Emulsion, and each product can be seen as responding to the beauty needs of the ‘instant.’

Beyond these stunning moments, Shiseido casted its gaze towards the concept of lifetime.’ In parallel, Shiseido China announced a collaboration with Hainan Qiyan Stem Cell Anti-Aging Hospital to advance the application of hair regeneration medicine in the Boao Lecheng pilot zone, extending the boundaries of science to long-term beauty.

进博会全球首发“领驭肌肤长寿”（Mastering Skin Longevity）科学创新平台，“肌肤长寿时钟”同步亮相，集团总裁兼首席执行官司泰峰等高管共同出席。

该平台将研究视野从单一“衰老标志”推向更上游的“长寿枢纽”，指引未来成分与配方创新。同期，集团与阿里云签署战略合作，围绕 AI 基础设施、数据决策及通义千问美妆 AI 等四大领域深化合作，持续推进“重塑美妆新境”愿景。

The Estée Lauder Companies gave the global premiere of its Mastering Skin Longevity science and innovation platform, anchored by the Skin Longevity Clock visual. President and CEO Stéphane de La Faverie and other executives attended the launch.

The platform shifts focus from individual Hallmarks of Aging to upstream Master Regulators of Skin Longevity. In parallel, the group signed an MOU with Alibaba Cloud Intelligence Group covering AI infrastructure, data-driven decision-making, and Qwen-powered beauty AI co-innovation, advancing its Reshape Beauty vision.

爱丁顿集团携麦卡伦、奥克尼高原骑士及格兰路思三大威士忌品牌亮相第九届进博会，连续第六年赴约。麦卡伦焕新系列收官之作“焕新2026版”在进博会迎来中国首发。

新作灵感源自美国新奥尔良的音乐律动与多元社群文化，礼赞这座城市的蓬勃活力与欢庆精神。风味上精妙平衡了美国与欧洲橡木雪莉桶风味，交织出橙皮、香草与温润辛香；包装则携手当地艺术家希尔·斯普里金斯（Hill Spriggins），以缤纷色彩呼应城市活力。

同台亮相的高原骑士带来核心年份系列及54年珍稀酒款，展区设计呼应奥克尼群岛的自然风貌；格兰路思则展出15年、18年、25年、32年及40年苏格兰单一麦芽威士忌，呈现品牌不同陈年阶段的匠艺积淀。

三大品牌通过沉浸式展陈与现场品鉴，让观众感受苏格兰不同产区的风土特色与制酒匠艺。

Returning to CIIE for its sixth consecutive year, Edrington showcased three of its Scotch whisky brands: The Macallan, Highland Park and The Glenrothes. A key highlight was the China premiere of The Macallan A Night on Earth, The Finale.

Inspired by the musical rhythms and diverse culture of New Orleans, the release celebrates the city's vibrant spirit. It balances flavours from sherry seasoned American and European oak casks, revealing notes of orange peel, creamy vanilla and reach spice. Its packaging features vibrant artwork by local artist Hill Spriggins.

Highland Park showcased its core range and a rare 54YO expression, with a booth design inspired by Orkney's island landscapes. The Glenrothes presented a selection of 15, 18, 25, 32 and 40YO expressions, highlighting its craftsmanship across different stages of maturation.

Through immersive displays and on-site tastings, the three brands offered visitors an opportunity to explore the distinctive terroirs and craftsmanship behind Scotch single malt whisky.

历峰集团以“匠心艺韵，共叙人和”为主题，携卡地亚、梵克雅宝、江诗丹顿、ALAÏA 阿莱亚、万宝龙五大品牌亮相。

卡地亚“寻踪豹影”呈现 Panthère de Cartier 系列，猎豹双豹首立体形象通过隐形开合机制贴合身体曲线；

梵克雅宝 Perlée 金珠系列与腕表演绎金珠传统；江诗丹顿呈献 Métiers d'Art 中国十二生肖传奇之羊年腕表，致敬中华生肖文化；ALAÏA 以雕塑笔触勾勒纯粹轮廓；万宝龙以皮具匠艺 100 周年为节点，带来李小龙特别款书写工具。

Richemont returned for its seventh CIIE under the theme Crafting Bonds: The Art of Human Connection, with Cartier, Van Cleef & Arpels, Vacheron Constantin, ALAÏA and Montblanc. 

Cartier presented Into the Wild featuring the Panthère de Cartier collection, its double-panther-head design following the body's curves through an invisible clasp mechanism.

Van Cleef & Arpels interpreted its gold-bead tradition through the Perlée collection and watches while Vacheron Constantin unveiled the Métiers d'Art Legend of the Chinese Zodiac—Year of the Sheep. ALAÏA sculpted pure silhouettes and Montblanc marked 100 years of leather craftsmanship with a Bruce Lee Special Edition writing instrument.

进博会期间，挪威海产局在挪威国家馆展示了丰富的挪威海产品，并正式发布“2035中国计划”，设定了到2035年将挪威海产对华出口额提升至人民币200亿元的整体目标。

2026年1至9月，挪威对华海产出口额达人民币83亿元（约116.9亿挪威克朗），同比增长26%（出口量增长15%），中国已跃升为挪威海产第二大市场。

挪威工业与商业大臣塞西莉·米尔塞斯（Cecilie Myrseth）表示：“中国是挪威重要的贸易伙伴，海产也是中挪双边贸易的重要支柱。期待进一步加强海产产业链上的合作。”挪威海产局中国总监毕思明（Sigmund Bjørgo）强调，将不断加大对中国市场的投资，与中国行业伙伴紧密合作，让更多优质挪威海产走近中国消费者。

The Norwegian Seafood Council (NSC) showcased a wide range of Norwegian seafood products at the Norway Pavilion during the 9th CIIE. On November 6, NSC unveiled the Norwegian Seafood Target 2035, setting an overall target of RMB 20 billion in seafood export value to China by 2035.

From January to September 2026, exports of all seafood to China reached approximately RMB 8.3 billion(NOK 11.69 billion), up 15% in volume and 26% in value year on year, making China Norway's second-largest seafood market. 

"China is an important trading partner for Norway, and seafood is an important pillar of our bilateral trade relationship, and we look forward to further strengthening cooperation and connections across the seafood value chain." said Cecilie Myrseth, Norway's Minister of Industry and Commerce. Sigmund Bjørgo, China Director of the NSC, noted, "We will continue to invest in the China market and work closely with our Chinese industry partners to achieve our 'Target 2035' and bring Norwegian seafood closer to Chinese consumers."