China’s Silicon Valley, Shenzhen, has successfully hosted the 2026 Amos International Candy Festival, celebrating dynamic developments across the industry, writes Neill Barston.

As Confectionery Production has previously covered, the nation’s sweets and snacks sector remains in notably buoyant health, given the rise in global brands that are positioning themselves in the region, as Eastern consumers look to developments in Europe and the US.

One of the key elements of its forum saw the launch of a significant venture, known as the “Double H Global Sweet Value Co-Creation” initiative, which offered an open invitation to drive greater product innovation, as well as quality standards, collaboration and sustainable growth. 

Notably, representatives from nearly 50 countries gathered for the three-day for event this month, ahead of the major APEC Economic Leaders’ Meeting next month. 

For its part, Amos has now gained over two decades of experience in the sector, and explored new possibilities in confectionery with two defining roles: a Global Sweet Innovator, and continuously reimagining sweetness can be, through connecting global audiences.

As the ambitious candy brand noted, its event aimed to bring the sector to life through consumer experiences, industry dialogue, product innovation, global collaboration and social impact.

The festival opened with the Amos International Candy Carnival, which transformed Shenzhen Talent Park into a playful candy world, featuring interactive experiences from AMOS and Biobor, performances, character parades and creative installations.

Mr. Amos Ma, Founder and CEO of Amos Food Group, officially announced the opening of the Festival. A spectacular drone show illuminated the skyline with candy-inspired imagery and the message “Amos Treats the World to Sweets in Shenzhen” .

The carnival invited consumers and citizens to experience confectionery through taste, play, creativity and shared moments. It also reflected a broader ambition to develop the Amos International Candy Festival into a recurring city-level cultural IP, bringing together candy, creativity and global communities.

In addition, the World Candy Forum brought together international voices and insights across science, market intelligence, confectionery, nutrition and retail to explore the future of the industry around two enduring consumer needs: Happiness and Health.

Insights from NielsenIQ and Innova Market Insights highlighted evolving global market and consumer trends. Notable speakers included Audra Vogler, Vice President of NCSA; Olivier De Salmiech, APAC Nutrition Vice President at Kerry; Tony Jacobs, Chairman and CEO of Bazooka Candy Brands; and Nobel Laureate Professor Aaron Ciechanover, combining to deliver a significant event for the region’s confectionery industry.