China Shanghai Franchise Expo

The 39th Shanghai International Franchise Exhibition (SFE) was successfully held from March 27 to 30, 2025, at the National Exhibition and Convention Center in Puxi, Shanghai. With the theme “Celebrating the Momentum of Franchising, Ushering in a New Era Across the Globe,” the event kicked off with an investment boom on its opening day. Renowned franchise brands and prospective franchisees from across China once again gathered in Shanghai, exploring the transformative business opportunities emerging in the new market cycle.

In terms of exhibition scale, this edition brought together over 300 high-quality franchise brands, spanning more than 120 mainstream market segments across four major sectors: food & beverage, retail, services, and franchise resources. Amidst bustling crowds, attendees sought to strike a dynamic balance between optimizing existing market share and expanding into new growth areas, reaping substantial rewards through lively discussions and strategic partnerships. The show featured well-known industry leaders such as Fan Tie Iron Rice, Luo Ma Claypot, Lianwei Biji Anshun Duodu Powder Hot Pot, Hetian Water Shop, Longmen Flower Clams, Zhang Fuyuan Large Bowl Noodles, Jukoufu, Tehua De, Aixixili, Nuowa Coffee, Xixuan, Algebraist Coffee, Ziyan Baiwei Chicken, ARTEASG Ah T, Xueji Fried Snacks, Qian Damai, Xin Yi Takoyaki, Laoxiang Chicken, 7 Fen Tian, and many other prominent and emerging brands.

The exhibitor lineup showcased a dual trend of “leading players driving the market and rising stars bursting onto the scene”. Ziyan Baiwei Chicken, one of the four major halal brands, joined forces with Jingcui Xiang, Lao Han Stir-Fried Chicken, Shaguo Zhuangyuan, and Feng Si Niang Leg-Raising Beef to present their offerings at the show. Meanwhile, Laoxiang Chicken, which has maintained a strictly company-operated model for over two decades while operating 1,000 stores, announced its intention to open up franchising, setting a clear goal of reaching 10,000 outlets primarily through franchising, and made its debut at SFE in search of additional growth opportunities. Fashi Long, a listed company on the Shanghai Stock Exchange’s main board and a pioneer in prefabricated interior design, also impressed with its cutting-edge products, offering integrated store construction and delivery solutions to franchise brands, including well-known names like Mixue Ice Cream and Laoxiang Chicken.

A rich array of concurrent events. On the first day of the exhibition, the “Stable Growth, New Breakthroughs—2025 SFE Spring Franchise Summit,” co-hosted by the Shanghai Chain Operation Association, Shanghai BoHua International Exhibition Co., Ltd., and Shanghai Yibison Exhibition Co., Ltd., commenced with great fanfare. Senior executives from leading franchise brands—including Laoxiang Chicken, Xueji Fried Snacks, Lu Shan Chuan, Liao Ji Bangbang Chicken, Fei Shu Pot Stickers, and Ji Liu Da Ren—as well as representatives from prominent media outlets such as “What’s Worth Franchising,” “Brother Qiang Talks Food,” and “Retail Business Review,” convened to explore strategic thinking and practical approaches under the theme of “Slow Growth, Steady Breakthroughs.” On the same day, the second China Super Franchisee Conference, jointly organized by Shanghai BoHua International Exhibition Co., Ltd. and the Strong Light Restaurant Franchise Super Franchisee Community, drew significant attention. The event brought together renowned chain brands and emerging forces, including Tan San Niang Fresh-Cut Self-Service Beef Hot Pot, Fan Bo Bo, Hetian Water Shop, Jasmine Milk White, Ji Liu Da Ren, Wugu Yu Fen, Tang Xu Handmade Sweet Soup Shop, and others, attracting 300 super franchisees along with over 10 million online followers in the food and beverage sector, plus more than 20 top-tier food industry influencers who were all present to witness the proceedings.

Announcement of influential brand awards. During the exhibition, the SFE Shanghai International Franchise Exhibition Organizing Committee meticulously curated a series of awards recognizing influential brands in the franchise industry for 2024–2025. The “Franchise Industry Influential Brand of the Year” honors went to Liao Ji Bangbang Chicken, Man Wei Ming Roasted Chicken Frame, ARTEASG Ah T, 7 Fen Tian, Jingcui Xiang, Zao Yang Meat Bun, among others. Meanwhile, the “Franchise Industry Rising Star Brand of the Year” accolades were bestowed upon Feng Si Niang Leg-Raising Beef, Defei Fan, Xin Yi Takoyaki, Gu Li Fried Chicken, Lao Han Stir-Fried Chicken, Super Chicken Car, Lu Li Opened a Recipe, Nanpu Mixed Rice, A You Fresh Scalded Beef Rice Noodles, Fei Shu Roasted Chicken Frame, Hetian Water Shop, Shang Yin Western Cuisine City, Bao Yiqi·Chinese Pie, Shi Guang Desserts, Guxiang Mama·Korean Soup Rice, Gang Ji·Liche Gui Fang, Fan Tie Iron Mixed Rice, Zhang Fuyuan Large Bowl Noodles, Mo Dou, Jiang Xiao Dun, and many others.

Strong industry response. Exhibiting companies generally reported that the quality of professional visitors was exceptionally high, with clear purchasing intentions. Several brands noted unexpected resource and partnership opportunities arising on-site, while investors demonstrated keen interest in potential collaborations. The event also saw the emergence of numerous super franchisees and multi-brand franchisees, whose demand for switching franchise partners continues to grow, providing ample room for cooperation between brands and investors. Attendees agreed that the SFE Shanghai International Franchise Exhibition serves not only as a platform for brand showcasing and business matchmaking but also as a strategic window for gaining insights into industry trends and charting pathways for future franchise development.