GLOBUS Events

What GLOBUS Events does

GLOBUS Events (formerly VNU Exhibitions Asia) is a Shanghai-headquartered B2B exhibition and conference organizer founded in 1993 and operating a portfolio of over 20 branded exhibitions and conferences across four core verticals: Pet (Pet Fair Asia Network including Beijing, South China, and Southeast Asia editions), Building & City (BUILD ASIA Mega Show featuring DOMOTEX asia/CHINA FLOOR, R+T Asia, and adjacent design events), Agriculture & Food (VIV Select China, VIV Africa, and the newly added Qiyang Hotpot Exhibition), and Future Industry (TCT Asia for 3D printing and additive manufacturing, PM & IACE for powder metallurgy and advanced ceramics). The company executes a "glocalization" strategy, partnering with international organizers including Messe Stuttgart, Deutsche Messe, Royal Jaarbeurs, and Hannover Milano Fairs Shanghai to bring world-renowned exhibition brands into China while enabling Chinese market entry for global participants.

GLOBUS Events monetizes primarily through exhibition booth and conference participation fees (transaction-based, multi-year contracts), supplemented by hosted buyer services, digital marketing services, and online-to-offline platform subscriptions. Annual operating scale includes over 11,977 exhibitors, 1,097,850 visitors, and approximately 998,045 sqm of exhibition space, with presence across five Chinese cities (Shanghai HQ plus Beijing, Guangzhou, Shenzhen) and Bangkok. The technology stack centers on EASY SHOW (online-to-offline exhibition management platform) and MarketZoo (digital marketing solutions), augmented by service modules for Intelligent Marketing, Lead Marketing, InnovAction, and Hosted Buyer matchmaking that integrate third-party tools including Salesforce, AdMaster, and A2Z Events.

Since February 2024, GLOBUS Events has operated as a portfolio company of Advent International ($91B AUM) following its rebranding from VNU Exhibitions Asia. Under PE ownership, the company has pursued an aggressive buy-and-build strategy, completing majority acquisitions of Beijing Lanneret International Exhibitions and Uniris Exhibition Shanghai, minority investments in Uniris Events and China Pet Expo, and a strategic equity investment in Qiyang Hotpot Exhibition that expanded the F&B vertical. The company also expanded geographically with launches of R+T South East Asia and DOMOTEX South East Asia in Bangkok and continues to operate VIV Africa in Kigali, reflecting a clear platform-building mandate under PE sponsorship.

Name

GLOBUS Events

Legal name

上海万耀企龙展览有限公司

Website

https://globusevents.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

101–250 employees

Short description

GLOBUS Events is a Shanghai-based B2B exhibition and conference organizer operating 20+ branded trade shows across pet, building materials, agriculture, and advanced manufacturing verticals in China and Southeast Asia. PE-backed by Advent International since February 2024, the company runs flagship events like Pet Fair Asia, DOMOTEX asia/CHINA FLOOR, and R+T Asia, complemented by EASY SHOW and MarketZoo digital platforms.

Ownership category

akta.pro rank

Product category

Trade Show and Exhibition Organization Services

NAICS

Convention and Trade Show Organizers (56192), Convention and Trade Show Organizers (561920)

SIC

Services-Advertising (7310)

akta.pro primary industry

Industry-Specific B2B Trade Show Organizers (THAHABAB)

akta.pro secondary industries

Trade Shows & Exhibitions (Booths, Show Management) (BPAFAGAD), Exhibitions, Trade Shows & Booth Management (HSACADAH)

Keywords

• Trade show organization
• Exhibition management
• B2B events
• Convention services
• Exhibition marketing

Headquarters

HQ city

Shanghai

HQ country

China

HQ region

Asia

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Exhibition and Conference Services: Primary revenue from organizing and hosting exhibitions and conferences. Organizes over 20 branded exhibitions and conferences annually with total exhibiting space of over 1,000,000 sqm. Revenue generated from exhibitor booth sales, visitor registration, and event hosting fees.
2. Digital Marketing Services: MarketZoo platform provides digital marketing solutions including multiple marketing products to meet different business needs.
3. Online Platform Services: EASY SHOW platform offers online to offline convention and exhibition services for exhibitors.
4. Hosted Buyer Services: Organizes high-quality visitors for shows and provides exhibitors with one-to-one match-making with high-quality buyers, enhancing exhibitor satisfaction and optimizing VIP visitor communication efficiency.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

GLOBUS Events is a B2B exhibition and conference organizer that operates a portfolio of over 20 branded trade shows annually across China and Southeast Asia. Its core business involves selling exhibition booth space, hosting professional visitors, and providing exhibitor marketing services across four verticals: pet care, building and city, agriculture and food, and future industry (3D printing, powder metallurgy, advanced ceramics). Complementing physical events, the company offers the EASY SHOW online-to-offline platform and MarketZoo digital marketing solutions, plus specialized marketing services (Intelligent Marketing, Lead Marketing, InnovAction, Hosted Buyer) to maximize exhibitor return on participation.

Product overview

GLOBUS Events operates as an exhibition and conference organizer platform with a portfolio of over 20 branded exhibitions and conferences across four core industry verticals: Better Life (pet care - Pet Fair Asia Network), Building & City (construction and interior design - BUILD ASIA Mega Show including DOMOTEX asia/CHINA*FLOOR and R+T Asia), Agriculture & Food (VIV Select China, VIV Africa), and Future Industry (TCT Asia for 3D printing, PM & IACE for advanced manufacturing). The company also provides digital platforms and services including EASY SHOW (online-to-offline exhibition management), MarketZoo® (digital marketing solutions), and specialized marketing services (Intelligent Marketing, Lead Marketing, InnovAction, Hosted Buyer). The portfolio operates through both owned brands and international franchise partnerships with DOMOTEX (Deutsche Messe), R+T (Messe Stuttgart), and VIV (from Royal Jaarbeurs), with recent expansion into Food & Beverage through the Qiyang Hotpot Exhibition investment.

Differentiator

Problem solved

Functional benefit

Products and services

• Pet Fair Asia World's leading B2B pet supplies exhibition held annually in Shanghai, serving pet food, accessories, and care product manufacturers, brands, and buyers globally. Part of the Pet Fair Asia Network.
• Pet Fair Beijing Beijing edition of the Pet Fair Asia Network providing a pet industry exhibition platform in the Chinese capital.
• Pet Fair South China Shenzhen-based pet industry exhibition serving Southern China's pet market, part of the Pet Fair Asia Network.
• Pet Fair South East Asia Leading B2B international pet exhibition in Southeast Asia hosted in Bangkok, part of the Pet Fair Asia Network.
• VIV Select China Agriculture and food industry exhibition serving the VIV global network of animal protein industry events, hosted in Shanghai.
• VIV Africa Agriculture exhibition serving African markets, part of the VIV worldwide network, hosted at Kigali Convention Centre.
• TCT Asia China's leading 3D printing and additive manufacturing showcase featuring the latest technologies and applications, marking its 10th anniversary in 2024.
• TCT Shenzhen Shenzhen edition of the 3D printing and additive manufacturing showcase, serving Southern China's manufacturing hub.
• PM & IACE Shenzhen Powder metallurgy and advanced ceramics exhibition hosted in Shenzhen covering powder metallurgy and industrial ceramics technologies.
• DOMOTEX asia/CHINA FLOOR Asia's largest carpet and flooring trade platform organized by DACF Exhibitions Ltd. (joint venture with Hannover Milano Fairs Shanghai); part of Deutsche Messe's DOMOTEX portfolio, attracting 83,056 professional visitors from 124 countries in 2025.
• R+T Asia Asia's leading trade show for sun shading and doors/gates industries, part of Messe Stuttgart's R+T Alliance; recorded 55,201 professional visitors from 115 countries in 2025.
• BUILD ASIA Mega Show Umbrella trade show platform co-locating DOMOTEX asia/CHINA FLOOR, R+T Asia, cadex, HD+, and IPD events at the National Exhibition and Convention Centre (Shanghai), covering 330,000 sqm of exhibition space.
• Shanghai International City and Architecture Expo Urban development and architecture exhibition focusing on smart city transition and sustainable urban construction, hosted at Shanghai World Expo Exhibition & Convention Center.
• R+T South East Asia Southeast Asian edition of the R+T sun shading and doors/gates exhibition, launching in Bangkok International Trade & Exhibition Centre covering 14,000 sqm.
• DOMOTEX South East Asia Southeast Asian edition of the DOMOTEX flooring and interior finishing exhibition, launching in Bangkok as part of the BUILD ASIA Mega Show expansion into Southeast Asia.
• Upet Pet industry exhibition held at China International Exhibition Center (Chaoyang Hall) in Beijing, serving the pet industry supply chain.
• Qiyang Hotpot Exhibition China's leading catering industry exhibition platform with events in Beijing, Tianjin, Zhengzhou, Chengdu, and Nanjing covering 250,000 sqm, acquired through strategic investment and operated by GLOBUS Qiyang (Zhengzhou) Exhibition Co., Ltd.
• EASY SHOW A comprehensive online-to-offline digital platform delivering one-stop convention and exhibition services with integrated marketing solutions, enabling exhibitors to manage their exhibiting experiences with timely and cost-effective services.
• MarketZoo Digital marketing solutions platform providing a multi-product marketing matrix to meet different business needs and help companies generate new business opportunities through integrated digital channels.

Quantifiable outcome

• Pet Fair Asia 2023: over 24,000 exhibiting brands and over 350,000 visitors
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability5 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core, major, regional and strategic.

• Royal JaarbeurscoreStrategic or Co-development PartnerPreviously part of the centennial Royal Jaarbeurs exhibition group from the Netherlands. Benefited from Jaarbeurs' international experience and resources to develop 'GLOCALIZATION' strategy. Jaarbeurs continues to organize VIV Select China and Pet Fair South-East Asia with GLOBUS Events.
• Hannover Milano Fairs ShanghaimajorStrategic or Co-development PartnerJoint venture between Deutsche Messe and Fiera Milano in China. Co-organizes DOMOTEX asia/CHINA FLOOR through DACF Exhibitions Ltd. Partnership strengthens APAC trade platforms in flooring industry and beyond.
• Messe StuttgartmajorStrategic or Co-development PartnerCo-organizes R+T Asia with GLOBUS Events. R+T South East Asia joins the R+T Alliance as seventh trade fair event worldwide. R+T Alliance is led by Messe Stuttgart for sun shading and doors/gates industry.
• Worldex G.E.C. Co., Ltd.regionalChannel Partner/ Reseller/ DistributorThailand-based exhibition company supporting R+T South East Asia and DOMOTEX South East Asia as local partner. Plays key role in local market development, coordination, and industry engagement.
• Beijing Qiyang International Exhibition GroupstrategicStrategic or Co-development PartnerStrategic cooperation agreement including equity investment in Qiyang Hotpot Exhibition series. GLOBUS Events formally enters F&B exhibition sector and Tier-2 city markets in China. Joint venture GLOBUS Qiyang (Zhengzhou) Exhibition Co., Ltd. established.
• Global Association of the Exhibition Industry (UFI)coreOthersMember of UFI, the Global Association of the Exhibition Industry. Demonstrates commitment to industry standards and international exhibition practices.
• Society of Independent Show Organizers (SISO)majorOthersMember of SISO, demonstrating industry leadership and commitment to independent show organization standards.
• Shanghai Convention & Exhibition Industries Association (SCEIA)regionalOthersLevel A Qualification Unit member of SCEIA, demonstrating high qualification standards in Shanghai exhibition industry.

Scale indicators16 records

Recent moves6 records

Expansion highlights7 records

Others

• Fiera Milano:

Direct peers

• Informa Markets: World's largest B2B exhibition organizer with deep presence across multiple verticals including construction, beauty, food, and healthcare. Directly comparable to GLOBUS as a multi-vertical, global trade show operator running flagship events in APAC.
• GL Events: French-based global event organizer operating venues and exhibitions across multiple sectors including industry, lifestyle, and entertainment. Comparable to GLOBUS as a multi-vertical exhibition operator with international footprint and venue management capabilities.
• Messe Frankfurt: German trade fair organizer with extensive China operations across consumer goods, textiles, automotive, and building technology. Directly comparable to GLOBUS as a major European exhibition organizer that licenses/brands events into the Chinese market.
• Deutsche Messe: Owner of the DOMOTEX brand and co-organizer of DOMOTEX asia with GLOBUS via Hannover Milano Fairs Shanghai. Directly comparable as a global organizer franchising flagship building/industrial IP into China through JV partnerships.
• Messe Stuttgart: Partner of GLOBUS on R+T Asia and R+T South East Asia. Comparable as a German trade fair organizer licensing its R+T Alliance IP into APAC through local partnerships, with parallel China/SEA strategy to GLOBUS.
• Koelnmesse: Major German trade fair organizer operating events in furniture, food, leisure, and construction with growing Asia presence. Comparable to GLOBUS as a European organizer exporting flagship brands into Asian markets.
• dmg events: International B2B exhibition organizer with significant activity in construction, energy, hospitality, and design in the Middle East, Africa, and Asia. Comparable to GLOBUS as a global multi-vertical trade show operator with growing China/APAC footprint.
• Reed Exhibitions (RX): Global B2B exhibition organizer (part of RELX) operating events across dozens of industries worldwide, with active expansion in China. Directly comparable to GLOBUS as a multi-vertical trade show platform pursuing international brands into local markets.

Broad incumbents

• Royal Jaarbeurs: Former parent group of VNU Exhibitions Asia (now GLOBUS) and ongoing partner on VIV Select China and Pet Fair SE Asia. Comparable as a European incumbent that historically operated the China platform GLOBUS now runs independently.

Market position

Strengths5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/globusevents

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GLOBUS Events