The event also attracts new comers like Highoof, a brand under Shanghai Soap Co Ltd.

Founded in 1923, the company is renowned for its Flauhra and Shanghai Yaozao brands. With the rise of the pet economy, Highoof, launched in 2024, is applying the company's bacteriostatic expertise to pet care.

"As a century-old State-owned enterprise, we understand that innovation sustains classics. We merge traditional craftsmanship with modern pet needs, introducing pet care products such as our anti-mite soap and plant-based shampoo, providing care to pet-owning families," said Hou Songtao, general manager of Shanghai Soap Factory Co., Ltd.