I.2025 Exhibition Figures

II.Show Highlights

MORE · Innovation

XMIOF is designed as a one-stop platform for the whole eyewear industry — from design, materials and manufacturing to branding, optometry and retail.

This year, special focus was given to smart eyewear and new technology. A dedicated Smart Glasses Zone showcased innovations such as AR displays, AI voice interaction, and real-time health monitoring, giving visitors a close look at how technology is shaping the future of eyewear.

MORE · Major Launches & Events

XMIOF has become an important stage for new product launches and brand showcases. Both leading companies and emerging brands used the fair to introduce their latest innovations and collaborations.

Key highlights included:

MORE · Industry Insights

A series of high-level forums and trend events created space for knowledge sharing and industry dialogue.

Xiamen Eyewear Industry Forum

With the theme “Future Vision”, leading executives from EssilorLuxottica, NOVA VISION and Bolon shared insights on market challenges, industry transformation and future strategies.

Eyewear Fashion Trend Release 2026

Under the theme “Beyond Touch”, WGSN Trend Director Maggie Men presented global fashion insights, combined with immersive runway shows by multiple brands to showcase future eyewear trends.

Fujian Vision Health Forum

Experts from optometry, ophthalmology and related industries discussed eye health for children and seniors, sharing research and practical solutions.

Kids Eyewear Show Time

A special children’s eyewear runway show featured over 10 leading brands, offering a lively and engaging way to present new kids’ collections.

Smart Glasses Forum

As smart eyewear moves from niche to mass market, industry pioneers discussed how these products can become part of everyday life, covering both technology and market development.

MORE · Buyer Incentive Programs

To encourage real business within the show, XMIOF organized large-scale buyer incentive programs, including:

“Order & Win”

“Visit & Win”

Prizes included Huawei smartphones, Xiaomi tablets and smart watches, with total prizes worth over RMB 1 million.

These activities strongly motivated buyers to place orders on site and created a lively, deal-focused atmosphere throughout the 3 days.

MORE · Global & Local Connections

The visitor profile reached a new level in 2025. International buyer groups from Malaysia, Japan and Taiwan joined the show, reflecting XMIOF’s growing global reach.

At the same time, the fair connected with over 5,000 Chinese regional and community retailers, along with eye clinics, fashion buyers and cross-border e-commerce companies, creating a diverse and highly efficient business network for the eyewear industry.

III.Media & Promotion

XMIOF 2025 received strong international and domestic media coverage, including from:

20/20 Europe, EYEBOOK, VisionBiz.it, The Indian Optician, The Optical Journal, TEFmag, WGSN, V Magazine, China Eyewear Science & Technology, and many more.

The fair used a digital-first promotion strategy, with advertising and content distributed through: WeChat, Douyin (TikTok China), Toutiao, Social media, videos and online communities.

This helped XMIOF reach not only industry professionals, but also the wider consumer and lifestyle audience, spreading awareness of eyewear innovation and market trends.