The 2025 China Xiamen International Incense Industry (Autumn) Expo opened on October 16. Over 200 agarwood enterprises from Dianbai District, Maoming City, showcased more than 100 products in seven categories, including daily chemicals, handicrafts, incense, and agarwood tea. Their booths attracted large crowds, with items such as agarwood shampoo and skincare products proving especially popular among buyers.
Known as "China's Hometown of Agarwood," Dianbai boasts an annual industrial output of about eight billion yuan. At the expo, its agarwood enterprises presented flagship products to domestic and international buyers, highlighting their brand strength. In recent years, Dianbai has guided enterprises to develop high-value-added products in personal care, home care, and cosmetics.
"This is my first time learning about Dianbai agarwood, and it's clear the industry has a strong foundation," said Ms. Lin, a visitor from Fujian, after exploring products such as essential oils, bracelets, and shampoo. A businessman from Zhejiang also praised the industry's diverse product range—from raw materials to finished goods—and expressed interest in future cooperation.
At the "Zeng Zhilin" booth, products such as shampoo and soap attracted many visitors. Several South Korean buyers, using translation apps, showed strong interest in agarwood soap and expressed preliminary intentions for cooperation. "We've developed over ten types of agarwood daily products, including shampoo, conditioner, soap, lotion, toothpaste, and facial cleanser," said Cai Junqing, head of Zeng Zhilin. The company has previously secured more than 100,000 orders through the Xiamen Expo and expects a 10% increase this year.
At the Origin Agarwood booth, products such as agarwood essence water and hand cream drew strong interest from merchants. "Our agarwood essence water is a bestseller, with nearly 80,000 units sold this year," said Lu Fengli, the company's head. During the first two days of the Xiamen Expo, the product sold nearly 1,000 units and received 10 purchase intentions.
According to rough statistics, as of June 19, the average daily number of business visitors received by each Dianbai agarwood enterprise booth increased by more than 30% compared to the previous session.
As of June 19, each Dianbai agarwood enterprise booth received over 30% more daily business visitors on average compared to the previous expo.
Reporter/ Photo | Deng Jianqing
Editor | Liu Lingzhi, James Campion, Shen He
