When it comes to the scent on one's body, who truly pays attention to the fragrance in the surrounding space?  

When it comes to the scent on one's body, who truly pays attention to the fragrance in the surrounding space?  
We have chosen a path that is "less sexy."  
This year’s theme for Scent Shanghai—“Alternative Routes”—highlights untold possibilities within the olfactory industry.  
In our view, one of the most overlooked aspects is this: the moments when fragrance truly impacts Chinese people’s lives often don’t occur on wrists or behind ears, but rather in the air around them—the three seconds upon entering a hotel lobby, the first deep breath inside a car, or the comforting whiff of home after a late-night work session.

"Perfume is for yourself; spatial fragrance is for a group of people," Mariya said at the event. "The aroma of a cup of coffee can determine how long a customer stays in a café, and the scent of a hotel lobby shapes guests’ first impression of the property. This olfactory value has long been undervalued."

Founded in 2018, Haoyue Fragrance integrates design, R&D, manufacturing, sales, and service. With over 5,000 square meters of production facilities, we operate independent equipment development labs and essential oil blending rooms, supported by teams of electronic engineers, mechanical engineers, software engineers, and perfumers. Our diffusers export more than 100,000 units annually, with products sold across over 100 countries and regions, widely used in luxury hotels, commercial spaces, and homes.

What We Bring

1. Water-Free Cold Nebulization: Embedding “Safety” into the Core of the Product

The cold nebulization diffuser showcased at this exhibition requires no heating, open flame, or water addition—simply plug it in and use.  
This isn't merely a technical preference, but a response to real-world client needs. Fire safety regulations for public spaces continue tightening, while indoor air quality concerns grow increasingly urgent. Compared to traditional heated evaporation or ultrasonic water-based methods, cold nebulization offers clear advantages in safety, fragrance purity, and maintenance costs. As such, it became the feature most frequently inquired about by hotel, mall, and office clients at the show.

2. Over 1,000 Scent Profiles: Enabling Every Brand to Own Its Unique Scent

We currently offer more than 1,000 ready-to-use fragrance profiles and can customize new scents tailored to a brand’s identity. Our fragrance research and development collaborate with world-leading fragrance companies and institutes, ensuring our products are non-toxic, non-corrosive, hypoallergenic, and free from secondary pollution.  
At the exhibition, many commercial real estate and chain brand clients expressed strong interest in “brand-specific fragrances.” This marks a pivotal shift—transforming spatial fragrance from a mere consumable expense into a true brand asset. When a space develops its own distinctive olfactory memory, it ceases to be just an operational cost and becomes a memorable identifier.

3. Functional Fragrance: From “Pleasant Smell” to “Useful Experience”

Following the launch of our functional essential oils series at the 68th China International Beauty Expo (Guangzhou) in September, we further unveiled solutions targeting mental alertness, relaxation, sleep support, and air purification.  
In the home market, we’ve observed a clear trend: consumers now expect fragrances not only to smell pleasant but also to deliver emotional and functional benefits. This is precisely where we’re focusing our greatest investment in household products this year.

Three Tracks: Our Market Insight

Haoyue Fragrance’s exhibition lineup fully covers three product lines:

• Commercial Space Series — Diffusion devices and fragrance solutions for hotels, shopping malls, offices, sales centers, and auto dealerships
• Home Series — Desktop and portable water-free diffusers and home-use essential oils
• Automotive Series — Smart in-car fragrance systems

These three tracks aren’t arbitrary—they reflect our strategic assessment of current market dynamics.
Commercial spaces are our core business. They are the only segment capable of signing annual framework agreements and forecasting cash flow, and also where we have accumulated the deepest expertise over the past decade. This year, with the continuous recovery of inbound and outbound travel, exhibition economy, and commercial consumption, fragrance budgets for hotels and commercial spaces are genuinely expanding.

The home segment represents this year’s most elastic growth area. The rebound in second-hand property transactions and relaxed housing fund policies in multiple cities toward renovation and refurbishment are driving demand toward existing home upgrades. In this context, what customers truly need is not just "pleasant scents," but rather "odor elimination"—the most real anxiety before moving into a new space.

For the automotive segment, we’re choosing to slow down, but not step out. Smart cockpits are shifting fragrances from aftermarket accessories to standard cabin modules—a major structural opportunity in the long term. However, this year’s key word for this category is "compliance," not "growth." We are focusing on upgrading solid-state formulations and obtaining third-party certifications for high-temperature resistance and flame retardancy—strengthening our fundamentals so we're ready when automakers open their next procurement windows.

This year, the pace across our three segments is staggered. Trying to apply the same strategy to all three would most likely fail, especially in automotive.

A much larger market is just beginning to unfold.

According to Yingtong Group's "2026 China Olfactory Ecosystem White Paper," China’s perfume market is expected to reach 44 billion yuan by 2028, with a compound annual growth rate of about 14%, significantly higher than the global average of around 3.5%. Currently, the penetration rate of perfumes in China is only about 5%, far below the 40% to 50% levels seen in mature Western markets.

In our view, this growth comes not only from “more people using perfume,” but also from “more scenarios incorporating scent.” The latter has been exactly what Haoyue has been doing for over a decade.

During this exhibition, we engaged in in-depth discussions with clients from industries including hotel management groups, commercial real estate, chain restaurants, automotive channels, and cross-border distributors, achieving multiple potential partnerships and welcoming over 1,000 professional visitors.

We also noticed two new developments at this year’s show: the debut of the “Premium Ingredients Zone – NOTES MATERIALS,” which brought together 15 fragrance raw material companies and over 100 raw ingredients, attracting nearly 700 professionals during the event. Meanwhile, organizers announced that the sister exhibition “Scent Dubai” will make its debut from January 21 to 23, 2027, at the Dubai Mall Exhibition Centre. For Chinese spatial fragrance companies with export capabilities, the Middle East is emerging as a promising new corridor worth early investment.

“The Chinese fragrance industry is transitioning from ‘selling products’ to ‘delivering solutions,’” said Mariya. “Our goal is to give every space its own unique olfactory memory.”

The autumn edition of Scent Shanghai × Meimei Shanghai closed on October 17, drawing over 20,000 visitors according to organizers.

About Guangzhou Haoyue Fragrance Technology Co., Ltd.

Founded in 2018, Guangzhou Haoyue Fragrance Technology Co., Ltd. has spent over a decade deeply rooted in the fragrance industry. It is a technology-driven enterprise integrating design, R&D, manufacturing, sales, and service, providing premium fragrance products for commercial and residential spaces. Its domestic brand, "MGSCENT," specializes in aromatherapy and spatial fragrance diffusion systems.

The company primarily operates in three areas: diffuser devices, fragrances and essential oils, and fragrance gifts. Core technologies include its two-phase cold mist diffusers and ultrasonic water-oxygen spray systems, offering more than 1,000 mature fragrance profiles and customized scent development services. Products span commercial, home, automotive, and salon environments, exported to over 100 countries and regions worldwide.

Guangzhou Haoyue Fragrance Technology Co., Ltd(MGSCENT)

https://www.aromadiffusermachine.com/

Contact:Andy

WhatsApp:+86 15088066572

Email:songweihua@mgscent.com