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At Music China 2025, LONGJOIN Group once again demonstrated its strength and ambition as a key player in the global music technology and cultural industry. With three dedicated exhibition zones spanning nearly 400 square meters and a powerful lineup of over 20 renowned domestic and international brands, the group showcased the full breadth of its integrated ecosystem. In an exclusive interview, Mr. Zhao Honghai, Vice President of LONGJOIN Group, reflected on the company’s journey of growing alongside Music China over the years. He also elaborated on how LONGJOIN leverages its end-to-end industrial chain—from R&D and manufacturing to distribution and creative content—to fulfill its corporate mission: “To share quality life of music .”

Mission & Foundation: An End-to-End Ecosystem Centered on Musical Instruments

LONGJOIN Group operates across a diverse range of businesses, yet it has always placed musical instruments and music culture at its core. In an interview, Mr. Zhao Honghai, Vice President of the group, outlined LONGJOIN’s four key business pillars: R&D, manufacturing, sales, and cultural initiatives. “Every single pillar is closely tied to musical instruments,” he emphasized. “Although our portfolio is broad, instruments remain one of our most essential core elements.”

At the heart of all these investments lies LONGJOIN Group’s clear corporate mission: “To share quality life of music and become an enterprise having sense of happiness and sense of responsibility and making contributions to the society.”As Mr. Zhao Honghai explained, “Our goal goes far beyond selling products. We aim to integrate music, technology, and everyday life, so that the beauty of music becomes accessible to everyone—and in doing so, generate lasting cultural and social value.”

Growing Together with Music China: Committed Investment, In Tune with the Industry’s Pulse

This commitment to its mission is reflected in LONGJOIN Group’s long-term dedication to the industry’s core platforms. “Music China has grown into the world’s largest trade fair for musical instruments and music products, truly embodying the pulse of the global industry,” said Mr. Zhao Honghai. Reflecting on the group’s journey since its debut at Music China in 2012, he highlighted a remarkable evolution: from an initial footprint of just over 60 square meters showcasing 5 brands, to a grand presence in 2025 spanning nearly 400 square meters with more than 20 domestic and international brands—a testament to LONGJOIN’s sustained growth and expanding influence.

“In times of market challenges, we’ve chosen to increase our investment and expand our footprint,” noted Mr. Zhao Honghai. “This reflects not only our firm confidence in the value of Music China as a platform, but also LONGJOIN’s long-term commitment to deeply rooted participation in the music industry—standing shoulder to shoulder with the sector through thick and thin.”

A Unified Presence: Bringing Global Brands Together, Showcasing the Power of Integration

At Music China 2025, LONGJOIN Group brought together seven of its affiliated subsidiaries across a total exhibition space of 373 square meters, delivering a dynamic showcase that transcended categories and musical styles. Visitors experienced a curated lineup of internationally renowned brands—including MIDIPLUS, Arturia, Audient, Peavey, and Auraphon Audio—each representing a distinct facet of the modern music ecosystem. This diverse brand portfolio spans professional recording, live performance, and personal music entertainment, powerfully demonstrating LONGJOIN’s ability to integrate cutting-edge music technology with multicultural applications through seamless resource orchestration.

Co-Creating the Future: Extending Beyond Products into Cultural Experiences

Leveraging its end-to-end industrial layout and rich portfolio of global brands, LONGJOIN Group is actively extending the value of its business beyond hardware. At Music China 2025, the booth was far more than a product display—it became a vibrant hub of musical exchange. The group invited numerous renowned musicians and artists from China and around the world to deliver live demos, interactive sessions, and spontaneous performances, transforming the exhibition space into a dynamic stage where technology, creativity, and community converged.

“We hope to help the public deeply experience the magic of music through richer cultural engagements,” concluded Mr. Zhao Honghai. From a dedicated builder of the music industry, to an integrator of world-class brands, and now a champion of music culture, LONGJOIN Group is playing an increasingly vital role in the global music ecosystem. Guided by a clear strategy and sustained investment, the group is collaborating with communities, artists, and partners worldwide to compose a symphony of quality living—note by note, together.