INDUSTRY AND EVENTS 75
INNOVATION FLOWS BOTH WAYS Another misconception is that exhibiting in China is purely about selling into the market. It is also about learning from it. China’s rapid adoption of AI workflows, XR experiences, Avoip infrastructures and cloud-based collaboration tools is influencing how AV solutions are scaled and specified globally. ICC is a chance to see advanced pro AV in action across China and Asia, from holographic digital signage in shopping districts to projection mapping in the Forbidden City and advanced cameras in China Legoland’s climate-controlled Creative Workshop. ICC lets exhibitors engage directly with the emerging use cases, gaining insight
that can inform product development and strategy far beyond the Asia-Pacific. Expanding east isn’t effortless. Cultural understanding, local partnerships and patience all matter. But Infocomm China functions as a structured, credible entry point that lowers barriers while offering meaningful exposure to real buyers. For companies looking to translate their success at ISE to new regions, the question is no longer whether China matters. It is how, and when, to engage. What comes after ISE may not be just another European hall or North American convention centre, but a market where opportunity, demand and ambition are converging faster than almost anywhere else.
suggesting that the market is still expanding and far from saturated. On top of this, China offers a different dynamic than those one might find in the west. Buyers are often working on large-scale, fast-moving projects, and are actively seeking partners who can bring differentiated technology and international expertise. Conversations tend to be practical, solution-driven and oriented around deployment rather than abstract innovation. Infocomm China’s audience reflects this pragmatism. Visitors span more than 30 vertical markets, including government, smart city development, transportation, education, corporate real estate, broadcast and cultural tourism.
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