"Shanghai plays an immense role for Danish companies. This is the location of choice for most of the Danish companies that want to set up a retail operation in China," Jens Martin Alsbirk, consul general of Denmark in Shanghai, said at the 58th China International Furniture Fair (Shanghai) held on Sept 5.

"We have more than 200 companies here, and it continues to be the center for all such companies," Alsbirk said.

He noted that Danish enterprises benefit from growing Chinese consumer awareness of a balanced lifestyle, with increasing demand for Scandinavian simplicity and functionality over heavy ornamentation.

"Future demand stems from enhancing living quality, transforming a house into a home, and offering a complete lifestyle concept rather than single items," said Simon Lichtenberg, founder and CEO of Trayton Group, a Shanghai-headquartered furniture manufacturer founded in 1995.

Lichtenberg highlighted the industry's shift away from reliance on new real estate development toward home upgrades, space renovations, and personal comfort.

To meet evolving consumer preferences, the group launched Nest Space, a lifestyle brand tailored to Chinese buyers.

"We can open up to 100 stores across China given our current momentum," Lichtenberg added, noting that the enterprise leverages digital platforms such as Xiaohongshu and Douyin while drawing support from its 30-year local manufacturing supply chain.

Lichtenberg commended Chinese government authorities for supporting market confidence and refining commercial administration.

"Government authorities remain attentive to foreign enterprises' needs, and initiatives such as Shanghai's version 9.0 action plan for optimizing the business environment play a practical role in supporting foreign investors," Lichtenberg said.

Alsbirk said Danish companies will continue to deepen their regional cooperation.

"We remain committed to cooperating on green transition, food and agriculture, and life sciences," he said, adding that Denmark will feature a dedicated life science pavilion at the upcoming 9th China International Import Expo.