by Xinhua writers Tan Jingjing, Gao Shan

LOS ANGELES, Jan. 24 (Xinhua) -- Chinese music brands have a strong presence at a leading music industry show held in Southern California this week, attracting attention and recognition from global customers and dealers.

The 2025 National Association of Music Merchants (NAMM) Show, one of the world's biggest music industry trade shows, was held in the Anaheim Convention Center in Orange County, Southern California, showcasing the latest products and technologies in music, sound and entertainment sectors.

More than 3,500 brands in the music industry from across the globe participated in the event, including nearly 190 Chinese exhibitors.

Chinese companies have been an important force at the annual show in recent years, displaying their latest music, sound and entertainment products and technologies.

This year, Chinese exhibitors have brought a wide array of new gear to the show, including acoustic guitars, electric guitars, drum sets, saxophones, violins, microphones, and speakers.

Donner, a musical company based in south China's Guangdong Province, exhibited a variety of innovative instruments and audio equipment at the 2025 NAMM show, including new electric guitars, electronic drum kits, digital pianos and effect pedals.

At the centerpiece of Donner's lineup is a headless electric guitar equipped with the DXP multi-effects processor, OLED display, and IR compatibility. Named HUSH-X PRO, the guitar is lightweight and highly portable, delivering outstanding sound quality.

Qijie Wu, senior public relations manager of Donner, told Xinhua that the company has speeded up technological innovation and upgrading in its electric guitars and digital pianos in recent years, in order to offer more stylish, fun and highly cost-effective instruments for global customers.

While exploring the North America market, the company has strengthened efforts in developing emerging markets such as Southeast Asia, in response to changes and challenges in global trade, Wu noted.

Helane Marie Anderson, an instructor at the University of Southern California Thornton School of Music, played Guzheng, a traditional Chinese instrument, at the booth of Shanghai No.1 National Musical Instruments Factory, a leading enterprise in the Chinese national musical instruments manufacturing industry.

The company presented its latest musical instruments at the show, including Guzheng, Erhu, Pipa, Zhongruan, and Yangqin.

Those Chinese instruments have drawn lots of attention among show visitors.

"The Chinese instruments are more and more popular globally right now. They have a really interesting sound. They're beautiful instruments," Anderson, a well-know musician and multi-instrumentalist, told Xinhua.

Anderson is an expert in sound meditation. She said she likes using different instruments and works with instruments from all over the world in doing sound healing.

Anderson has bought Erhu, a traditional Chinese two-stringed instrument, and a couple of flutes when traveling to China.

"The Chinese instruments are just starting to get more known in the world," she noted.

AeroBand, a technology brand dedicated to smart musical instruments based in Shenzhen in Guangdong Province, exhibited its latest zero string high-tech guitar and pocket drum at the show.

Unlike bulky traditional drum kits, the pocket drum has slim, compact and portable design, and is suitable for beginners and intuitive learning.

Yafeng Niu, CEO of AeroBand, told Xinhua that the company, founded in 2016, specializes in integrating state-of-the-art sensory technology with traditional musical instruments, making it easier for more people to enjoy playing music.

"The drums are portable, very convenient," Dre Synth, a freelance musician, told Xinhua after playing the instrument at the booth.

"The Chinese instruments have good quality and good price. They are very reliable," he said.

The 2025 NAMM show runs through Saturday. Enditem

Related

Go to Forum >>0 Comment(s)