Between culture, technology and the exhibition business: Two young professionals talk about their time at NürnbergMesse China

Gaining international experience is a fixed part of the programme for NürnbergMesse trainees. But apprentices also have the opportunity to complete an assignment at an overseas subsidiary and gain valuable insights into different working environments and cultures. In this interview, two former trainees share their experiences at NürnbergMesse China in Shanghai.

Written by Annika Giebfried

Group photo of the NürnbergMesse China team with young professionals from Nuremberg.

In October, two young talents once again set off for the subsidiary NürnbergMesse China (NMC) in Shanghai. Preparations are currently underway there for a special event: next Friday, NMC will celebrate its 20th anniversary. Such international assignments are a fixed part of the trainee program and are also open to selected apprentices.

How formative these experiences can be both personally and professionally is described in this joint interview by former trainees Leia Reiter, now Junior Manager Platform Management at NürnbergMesse, who completed her traineeship with a focus on e-commerce, and Valentin Weber, who works in Data & AI at NürnbergMesse and completed his traineeship in marketing with a focus on performance marketing & analytics. In spring 2026, they themselves spent five weeks at NürnbergMesse China in Shanghai, gaining exciting insights into the Chinese trade fair market, the local work culture, and the international trade fair business.

What impressions did you gain in Shanghai, and what surprised you most professionally and personally?

Valentin:
Shanghai was an incredibly exciting experience for me because we were able to get to know a completely different working and living environment there. Professionally, I was particularly surprised by how extensively data is used and analyzed in China, which creates very different possibilities than in Europe.

What was also impressive was the high level of commitment shown by many employees. At the same time, fixed lunch breaks and a short nap at midday are a completely natural part of everyday working life for many people.

Personally, Shanghai changed my image of a Chinese megacity. Instead of smog and hectic activity, I experienced a green, modern, and surprisingly calm city. I was particularly fascinated by the contrast between historic places and modern architecture.

Leia:
I was especially impressed by how naturally technological innovations are used in China. Whether for payments, mobility, or services, many things are handled digitally via platforms such as Alipay or WeChat and are used by people of all age groups.

What also surprised me was the strong sense of safety in Shanghai. The strong presence of police and surveillance cameras feels unusual at first, but it means that you can feel safe at any time.

In the professional environment, I was particularly impressed by the scale of the Chinese trade fair market. One competing trade fair we visited recorded around 110,000 visitors per day, clearly illustrating the enormous dynamism of the market.

Portrait of Leia Reiter. — Five weeks in Shanghai, countless new impressions: Leia gained experience at NürnbergMesse China that went far beyond everyday work.

What exactly did you work on during your time at NMC, and what insights did you gain into the international trade fair business?

Valentin:
During our stay, we worked on various projects and got to know NürnbergMesse China from an international perspective. One focus was on analyzing the websites of BIOFACH China and IPB, particularly in the area of SEO. We also supported marketing activities, including for Facebook and LinkedIn. Since these platforms are only used to a limited extent in China, we were able to contribute experience from Western markets.

A highlight was working at BIOFACH China and Craft Beer China. It became clear there how important personal contacts and networks are in Chinese business life.

Leia:
My main focus was primarily in the digital area. Together, we analyzed the websites of BIOFACH China, Craft Beer China, and IPB and identified potential in search engine optimization and user-friendliness. Through our visits to Craft Beer China and later to BIOFACH China, we were able to experience firsthand how international trade fairs are organized in China and what differences there are compared to events in Nuremberg.

I found it particularly interesting that many trade fairs are designed much more openly and therefore achieve a very high visitor frequency.

Which task or experience at NMC had a particularly strong impact on you, and how did it help you grow?

Valentin:
What influenced me most was the experience of living and working in a completely new environment for several weeks. Many digital services work differently in China or are not available at all.

As a result, you automatically leave your comfort zone and learn to adapt quickly to new conditions. This experience helped me become more open to other markets and ways of working.

Leia:
In addition to working on the websites, we also supported social media activities and helped manage new channels on LinkedIn and Facebook. A particular challenge was the so-called Great Firewall, which means that many Western platforms can only be used to a limited extent.

This made it clear to me how important it is to adapt marketing measures to local markets and target groups. This insight has had a lasting impact on my view of international communication.

Portrait of Valentin Weber — New perspectives – professionally and culturally: During his stay in China, Valentin also visited the Great Wall of China.

Why would you recommend a stay abroad at a NürnbergMesse subsidiary to other trainees or apprentices?

Valentin:
I would recommend a stay abroad at any time. You get to know different work cultures and business models first-hand and gain experiences that go far beyond a business trip.

In addition, you gain valuable insights into the work of our international subsidiaries and develop a better understanding of different markets.

Leia:
I can recommend that anyone take advantage of such an opportunity. A stay of several weeks makes it possible to get to know the country and culture much more intensively than on a traditional business trip.

At the same time, you gain valuable professional experience, broaden your horizons and experience how differently people in different countries approach challenges. That is exactly what makes a stay abroad so enriching.

Author

Annika Giebfried

Apprenticeship as a Marketing Communications Specialist