LVMH celebrates “New Generations” at the 9th China International Import Expo (CIIE)

Shanghai, November 5, 2026 

For its seventh participation in the China International Import Expo (CIIE) in Shanghai, from November 5 to 10, LVMH, world leader in luxury, celebrates “New Generations”, building on its longstanding ties with China while looking to the future. As 2026 marks the 25th anniversary of China’s accession to the World Trade Organization (WTO), the Group reaffirms the spirit of openness and cultural exchange at the heart of its relationship with China. Bringing together seven of its iconic Maisons — , , , , and . — LVMH celebrates the new generations of talent and creativity carrying forward its legacy and shaping the future of luxury.

From Hennessy’s first shipment of cognac to China in 1859 to Louis Vuitton’s arrival in 1992 and Sephora’s first store in 2005, LVMH has grown alongside the Chinese market. Today, the Group operates over 1,400 stores across more than 100 cities, continuing to invest in distinctive retail destinations and experiences. Recent milestones include The Louis in Shanghai, the House of Dior and Tiffany & Co.’s Beijing flagship, all unveiled in 2025; Louis Vuitton’s full-range store in Changchun; and, most recently, standalone flagship stores for Bvlgari and Tiffany & Co. in Wuhan. Hennessy also announces plans to open its first flagship boutique in China. 

“For almost 40 years, China has held a special place in the history and development of LVMH. We are proud to have accompanied the country’s remarkable transformation and contributed, through our Maisons, to its economic and cultural dynamism. My confidence in China and its future has never wavered. I am very pleased that LVMH is once again participating in the CIIE, a remarkable platform for openness and exchange, reflecting the close ties — the confidence, the loyalty, and the commitment — that unite us with China.” Bernard Arnault, Chairman and Chief Executive Officer of LVMH. 

The Group’s presence in China extends well beyond retail, bringing its Maisons into closer dialogue with Chinese audiences through cultural exchange, global premieres and immersive brand experiences. Shanghai hosted the first-ever Chinese edition of Les Journées Particulières, marking the start of a global celebration of exceptional savoir-faire. This engagement takes many forms, from Guerlain’s global debut of L’Heure Bleue in Shanghai and Bvlgari’s Kaleidos: Colors, Cultures and Crafts exhibition to Sephora’s SEPHORiA festival, which brings immersive and playful beauty experiences to a new generation of consumers. Looking ahead, Dior plans to present its Cruise 2028 collection in Shanghai in 2027, marking Jonathan Anderson’s first major event in Asia as Creative Director.  

At the opening ceremony of the LVMH pavilion on November 5, senior executives from the Group and its Maisons — including Pietro Beccari, Chairman and CEO of LVMH Fashion Group and Louis Vuitton; Charles Delapalme, President and CEO of Hennessy; Gabrielle Saint-Genis, President and CEO of Guerlain; Laura Burdese, CEO of Bvlgari; Andrew Wu, President of LVMH Greater China; and Marc-Antoine Jamet, General Secretary of LVMH — shared their perspectives on the future of luxury, the transmission of savoir-faire and the role of new generations in driving creativity and innovation. 

Across the LVMH pavilion, the seven participating Maisons bring this vision to life through craftsmanship, creativity and innovation, each offering its own interpretation of “New Generations”. 

BVLGARI — A Living Heritage 

Bvlgari celebrates the dialogue between Roman heritage, exceptional craftsmanship and digital innovation. Highlights include a dedicated product showcase presenting Tubogas creations spanning High Jewelry, Jewelry and Watches, a live demonstration of the iconic Tubogas technique by a Bvlgari Manifattura artisan, and the Bvlgari Digital Passport — an innovative digital experience. The Maison also highlights its Kaleidos: Colors, Cultures and Crafts exhibition at the Power Station of Art in Shanghai, now extended through November 15.

DIOR — Creativity and Sustainability 

Dior presents exceptional creations from its various realms, combining reinterpretation, outstanding savoir-faire and a commitment to more sustainable luxury. Highlights range from Jonathan Anderson’s reinvention of the iconic Bar suit to the sculptural Dior Cigale bag created in collaboration with artist Lynda Benglis. In beauty, J’adore Intense, the refillable La Collection Privée and Dior Prestige La Crème reflect the Maison’s commitment to innovation and sustainability.

GUERLAIN — Heritage, Innovation and the Future of Beauty 

Guerlain brings nearly 200 years of heritage and innovation to life through exceptional pieces from La Réserve des Sublimes, contemporary creations incorporating innovative technologies and creative expressions, and the 3D interactive experience. Among the highlights is L’Heure Bleue, a new fragrance by Guerlain’s Director of Perfume Creation, Delphine Jelk, inspired by the Blue Hour and paying tribute to Jacques Guerlain’s original creation. 

HENNESSY — 167 Years of Shared History 

Celebrating 167 years of ties with China, Hennessy unveils its 2027 Chinese New Year limited editions, for the Year of the Goat. The Goat Edition brings together a Baccarat crystal decanter featuring Shu embroidery by Chinese artist Diao Juan, limited to 50 pieces, and the Hennessy × William Shen collection, ­blending traditional Chinese symbolism with contemporary artistic expression. The Maison also announces the forthcoming opening of its first flagship boutique in China at Taikoo Li Qiantan in Shanghai.  

LOUIS VUITTON — Journey to China 

Louis Vuitton presents its century-long bond with China, exploring how the Art of Travel runs through its heritage, creativity and contemporary expression. From its first boutique in Beijing in 1992 to The Louis in Shanghai and the Maison in Sanlitun, Beijing, the House deepens its connection with Chinese cities. From runway shows and exhibitions to the Louis Vuitton City Guides, the House explores new dialogues between fashion, art and urban culture. A dedicated Asnières Salon brings together three exceptional trunks, reflecting the spirit of exploration: a 19th-century Cantonese trunk from Gaston-Louis Vuitton’s antique collection, a travel trunk dating to around the 1910s associated with globetrotter Albert Kahn, and a Louis Vuitton trunk captured alongside Chinese landscapes in photographs by Bruno Aveillan.  

SEPHORA — Where Beauty Resonates 

Sephora presents its showcase under the theme “Where Beauty Resonates”. The presentation follows the narrative “From the World, To the World”, highlighting a two-way exchange between global beauty innovation and Chinese creativity. Highlights include the 30th anniversary of Sephora Collection and MAOGEPING LIGHT, an exclusive collaboration bringing contemporary Chinese beauty to an international audience.  

TIFFANY & CO. — Legacy, Reimagined 

Tiffany & Co. brings the dialogue between heritage and innovation to life through its most emblematic creations, from the Tiffany® Setting to Jean Schlumberger’s Bird on a Rock and Sixteen Stone designs. Reinterpreted through the creative vision of Nathalie Verdeille, these timeless icons reflect the House’s enduring craftsmanship and creativity while inspiring new possibilities for the future. 

A Shared Future with China 

Beyond the pavilion, LVMH’s long-term commitment to China is reflected in its investment in local talent, collaborations with Chinese artisans and artists, the recognition of 28 Chinese Virtuosos, and its LIFE 360 environmental roadmap. Building on more than 160 years of shared history, this relationship extends beyond commerce, drawing on cultural exchange, mutual inspiration and the talents of new generations to shape the future of luxury together with China.