ChinaJoy, China's largest global game show, will be held at the Shanghai New International Expo Centre from July 31 to August 3.

ChinaJoy is organized by the China Audio-video and Digital Publishing Association and Howell International Trade Fair, and hosted by the National Press and Publication Administration of China and the Shanghai Municipal People's Government. Now in its 23rd year, the event has evolved over the past few years from a traditional game show into a comprehensive conference and exhibition covering diverse fields such as Web3, IP, MNCs, and the metaverse.

Following last year's success, this year's ChinaJoy will again host forums for developers across various industries, including the China Game Developers Conference (CGDC) and the China Digital Entertainment Congress (CDEC). Notably, with the slogan 'Level Up With AI,' the event is expanding its AI conference segment and actively attracting related exhibitors.

Reflecting the growing interest in IP and merchandise within China, the event will also significantly expand its Toy & Figure and Brand exhibition areas. In addition to official merchandise, the fan-art and DIY zones introduced last year will be scaled up to encourage greater participation from artists and boost activity in the merchandise sections.

Support for indie games is also being expanded. In collaboration with Game Connection, a global indie game publisher and event organizer, an 'Indie Game Zone' will be set up in the BTB area to facilitate networking for indie developers. Furthermore, the 'ChinaJoy Express Zone,' which was introduced in the BTC area two years ago to raise awareness for indie games, will return on a larger scale, with booth applications currently being accepted.

Detailed information about ChinaJoy 2026 is available on the official website.