The world’s largest trade fair, the Canton Fair, recently closed its 138th edition. The atmosphere was different this time. Beyond the customary buzz of deal-making, a clear and powerful trend emerged: buyers were no longer just asking for specifications and prices; they were inquiring about carbon footprints and environmental certifications. Meanwhile, global powerhouse LEGO announced its newest product innovation—not a new themed set, but tires for its iconic bricks made from over 30% recycled materials, including discarded fishing nets and engine oil.
Across industries, from the exhibition halls of China to the design labs of
Denmark, a dual transformation is taking hold. Products that are both Green and Smart are no longer niche concepts but the new mainstream, fundamentally shifting sustainability from a corporate cost center to a core driver of brand value and market demand.
From "Nice to Have" to "Must Have": The Green Imperative at Scale
The Canton Fair serves as the definitive barometer for global export trends. The latest data is unequivocal: over a quarter of the 4.6 million exhibited products this fall were categorized as green and low-carbon. This 25%+ share is a historic benchmark, reflecting a seismic shift where sustainable offerings have moved from the fringes to the heart of global commerce.
This "green wave" is characterized by deep material innovation. Visitors saw PHA biodegradable straws made from non-grain biomass, carbon-negative fragrances, and home products crafted from sugarcane waste and plant-based waxes. These are not prototypes but commercially successful products. As one French buyer noted about plant-based candles, the environmental ethos itself adds to the product's appeal. This sentiment is backed by market forces, with exhibitors reporting that orders are increasingly skewed toward their green and low-carbon categories.
The Smart Evolution: Intelligence Enhances Value
Running parallel to the green revolution is the ascent of intelligence. At the same fair, "Smart" was not just a feature but a foundational product philosophy. The trend is particularly vivid in the toy industry, which exemplifies the fusion of green and smart. A Chinese manufacturer showcased an AI-powered robotic plush toy that engages in emotional conversation—a product that successfully combines interactive technology with a body made entirely from recyclable materials.
This combination creates a powerful new value proposition. Intelligence, through AI and IoT, delivers enhanced functionality, personalization, and interactive experiences. Sustainability, through material science and circular design, delivers ethical and environmental integrity. Together, they satisfy the modern consumer's dual demand for advanced performance and conscious consumption.
Decoding the Consumer Shift: From Cost to Core Value
The driving force behind this industrial transformation is a profound change in global consumer preferences. Research from Deloitte confirms that consumers are increasingly moving away from ostentatious consumption toward a model that prioritizes emotional value, high cost-effectiveness, and sustainability. Notably, nearly 60% of consumers express a preference for physical stores that demonstrate green and low-carbon practices.
This shift redefines the business calculus for brands. What was once viewed primarily as a compliance cost or a marketing expense—investing in recycled materials, clean production, or smart R&D—is now a direct investment in brand equity and market competitiveness. LEGO’s five-year journey to develop its recycled tire material underscores this commitment, viewing it as essential to its long-term brand promise and leadership. Similarly, Chinese companies report that their integrated "tech + green" strategy is a key factor in securing international orders, proving that sustainability now carries a tangible market premium.
The Future: Integrated Ecosystems and Enduring Brand Legacies
The trajectory points toward an integrated future. The next competitive frontier lies not in standalone green or smart products, but in building holistic, sustainable ecosystems. This includes deploying intelligent manufacturing to reduce waste, creating circular take-back programs for products, and designing with end-of-life recycling in mind from the outset—initiatives that leading brands are already piloting.
The message from the global marketplace is clear. In 2025, the most compelling products tell a dual story: one of intelligent innovation that enhances life and one of responsible stewardship that protects the planet. Companies that authentically embed this "Green and Smart" DNA into their core are not just selling products; they are building the resilient, trusted, and valuable brands of the future. The transformation from cost to value is complete, and it is reshaping industries one sustainable, intelligent product at a time.
Post time: Jan-13-2026
