Recently, a topic has been widely discussed among friends in the eyewear industry: the dates for MIDO 2027 happen to coincide with the first three days of the Chinese Lunar New Year. This has left many Asian enterprises and buyers in a dilemma—choosing between an important traditional festival and a global eyewear event that cannot be missed.
To address these concerns, V.MAGAZINE recently conducted an in-depth interview with Mr. Francesco Gili, Chief Operating Officer of MIDO. Mr. Gili expressed his sincere hope to convey his heartfelt message to our friends in Asia and China.
Photo: Alberto Calcinai
The Situation Behind International Exhibition Calendars
“We absolutely do not want to lose exhibitors and buyers from the Chinese or Asian markets, and we certainly do not want to miss the opportunity to reunite with our old friends!” Mr. Gili explained.
In fact, MIDO’s dates must be set three to four years in advance. The European exhibition calendar is highly interconnected; MIDO’s schedule is tightly linked to the Milan Fashion Week, Paris Fashion Week, and other trade fairs. Furthermore, MIDO requires a full 15-day window for setup, the event itself, and teardown. Within the tightly packed European exhibition calendar, moving the dates is, unfortunately, impossible.
Turning MIDO into a “Lunar New Year Family Vacation”
Although the dates cannot be changed, MIDO is going all out to prepare a series of “Spring Festival Special Actions” to compensate for this regret. They are committed to ensuring that Asian friends visiting Milan can feel the festive atmosphere and warmth of home in a foreign land:
• Upgrading Pavilions into a “Spring Festival Carnival”: organizers are working on creating a special atmosphere to celebrate the Spring Festival inside MIDO, with dedicated initiatives and surprises designed to offer visitors and exhibitors of pavilions 5 and 7 an even more engaging and memorable experience.
• Tailor-made “Family Travel Guide”: Since the fair coincides with the New Year, why not bring your family along for a European Spring Festival holiday? The official MIDO travel agency will provide comprehensive support, whether it is booking hotels, shopping in Milan, or visiting the seven beautiful lakes surrounding the city. Spend 3 days at the fair and the remaining days on vacation with your family—a unique way to celebrate a new kind of Italian-style New Year.
Photo: tanukiphoto / Getty Images
Photo: Gaspar Janos / Shutterstock
Walking Together: The World’s Biggest Brands are Coming—We Just Need You!
Mr. Gili revealed that the world’s top eyewear giants and major first-line brands have already confirmed their attendance. V.MAGAZINE believes that while this is an unfortunate timing conflict, it also presents a unique opportunity to upgrade a “business trip” into a “family reunion vacation.” MIDO is working hard to welcome Chinese exhibitors and visitors with special initiatives and dedicated experiences, showing genuine commitment and support. According to Chinese tradition, starting the year with a successful business opportunity is considered an auspicious sign for the months ahead. With MIDO opening on February 6, the first day of the Chinese New Year, what better place to begin with positive energy, new connections, and new business opportunities? If you are still hesitant, you might want to consider re-planning your 2027 Milan New Year journey.
See you in Milan!