A Record-Breaking Return to Shanghai

The 21st edition of ChinaJoy, held from July 26 to 29 at the Shanghai New International Expo Centre, marked a decisive return to form for China’s biggest gaming and digital entertainment expo. Organizers reported a record number of exhibitors, with more than 600 companies and brands from 31 countries and regions occupying roughly 130,000 square meters of exhibition space. The scale was not merely a statistical milestone; it was a statement that the Chinese gaming market remains one of the most dynamic and commercially important in the world.

Major domestic publishers such as Tencent Games, NetEase, miHoYo, Perfect World, and 37 Interactive Entertainment were joined by international platform holders, chipmakers, hardware brands, and independent studios. The show floor was divided between B2C halls, where fans lined up for demos, merchandise, and stage events, and B2B halls, where executives, developers, and investors discussed licensing, publishing, and cross-border expansion. After several years of pandemic disruption and cautious reopening, the sheer density of booths and crowds made the event feel fully international again. Shanghai’s role as a cultural and commercial hub was also on display, with hotels, restaurants, and transport networks absorbing an influx of visitors. For many exhibitors, the record exhibitor count was a barometer of confidence: companies were not simply returning to ChinaJoy, they were expanding their presence, testing new products, and using the show as a launchpad for the second half of the year.

AI, Cloud Gaming, and the Next Hardware Wave

Artificial intelligence dominated conversations across ChinaJoy, moving from buzzword to visible product feature. Developers demonstrated generative AI tools for character dialogue, concept art, level design, and localization. Some booths showcased AI companions that could respond to players in real time, while others used voice recognition and real-time translation to make demos accessible to international visitors. The promise of AI was clear: faster production, more personalized experiences, and lower barriers for smaller studios. At the same time, panel discussions raised concerns about copyright, data security, labor displacement, and the need for regulation that keeps pace with innovation.

Cloud gaming was another major theme. Companies showed services that stream console-quality titles to phones, tablets, and smart TVs without requiring expensive hardware. With China’s advanced 5G infrastructure and edge-computing investment, cloud gaming is seen as a way to reach players beyond traditional PCs and consoles. Hardware makers responded with a wave of new devices: gaming phones, handheld PCs, AR and VR headsets, controllers, and accessories designed for mobile-first audiences. Chipmakers and device brands used the expo to court gamers with performance benchmarks, cooling systems, and display technology. The message was that hardware and content are no longer separate industries. AI, cloud infrastructure, and devices are converging into an ecosystem where games can follow players across screens. For global companies, ChinaJoy offered a preview of how Chinese firms are commercializing these technologies at speed and scale.

B2B Deal-Making and Global IP Partnerships

While fans crowded the B2C halls, the B2B side of ChinaJoy functioned as a high-intensity marketplace. The BTOB area hosted publishers, developers, investors, advertising networks, payment providers, cloud service companies, and localization specialists. Meetings were scheduled back-to-back, and the corridors were filled with conversations about publishing rights, co-development deals, esports partnerships, and overseas expansion. For Chinese studios, the expo was a chance to pitch global publishers and find partners for markets in Southeast Asia, Europe, North America, and the Middle East. For international companies, it was an opportunity to understand Chinese player preferences, regulatory requirements, and the fast-moving mobile and PC ecosystems.

Global intellectual property partnerships were especially visible. Licensing teams discussed bringing overseas games and entertainment brands into China, while Chinese IP holders explored animation, film, merchandise, and theme-park opportunities. The conference program featured sessions on compliance, cross-border data, monetization, user acquisition, and the changing role of platforms. Although many deals remain private, the record exhibitor number reflected how important face-to-face networking has become after years of virtual meetings. ChinaJoy has evolved into more than a consumer show; it is a business hub where contracts begin, talent is scouted, and market trends are set. The presence of delegations from Japan, South Korea, the United States, Europe, and Southeast Asia underlined that the global gaming industry still sees China as both a major market and a crucial source of development talent.

Cosplay, Esports, and the Power of Fan Culture

The beating heart of ChinaJoy remained its fans. Cosplayers transformed the halls into a moving gallery of characters from games, anime, and virtual idols. Photographers gathered around elaborate costumes, while influencers and live streamers broadcast from booths to audiences who could not attend in person. Merchandise stalls sold limited-edition figures, art books, apparel, and blind boxes, often selling out within hours. For many attendees, the expo was less about business and more about belonging to a community that shares a passion for games and digital culture.

Esports stages hosted tournaments and show matches that drew roaring crowds. Mobile titles, PC competitive games, and fighting games all had dedicated arenas, with professional players, commentators, and celebrity guests. The fan economy was on full display: audiences cheered for virtual idols, waited in long lines for autographs, and spent enthusiastically on collectibles. The event also showed how gaming culture has broadened beyond hardcore players. Families, casual players, women, and older fans moved through the halls, reflecting a more diverse audience. Shanghai benefited economically as visitors filled hotels, restaurants, and shops, while online platforms gained days of trending content. The energy of ChinaJoy’s fan culture is a reminder that the industry’s success is not only measured in revenue or exhibitor numbers. It is also measured in the passion, creativity, and community that fill the halls every year.