Walking into the exhibition area for Consumer Goods in Hall 6.2 of the National Exhibition and Convention Center (Shanghai), visitors are immediately drawn to a vibrant and lively booth—global innovative casual footwear brand Crocs has returned to the China International Import Expo (CIIE). More than just an exhibition space, it feels like a large creative playground inspired by the classic Clog: giant art walls featuring iconic shoe designs, eye-catching displays of popular collaborations, and enthusiastic young consumers engrossed in DIY workshops—all immersed in an atmosphere of relaxed fun.
At this year's CIIE, Crocs has created an immersive space that blends creative experiences with brand spirit through innovative design and an open attitude. The exhibition highlights the brand's ongoing efforts to deepen engagement and co-creation with Chinese consumers, vividly bringing to life its well-loved "Come As You Are" philosophy.
Creative resonance in many forms: Crocs delivers new trends in comfort and style.
At the Crocs booth, visitors can explore the brand's heritage and design stories behind its classic footwear, as well as discover new trendy offerings.
A range of new winter styles made a warm debut at the CIIE. Staying true to the brand's lightweight and comfortable characteristics, the new collection features soft velvet fabric, cozy linings, and winter-themed color palettes, offering a relaxed yet snug wearing experience suited for diverse lifestyles.
The popular "Little Whale" model, a favorite in the Chinese market, has been redesigned with a new velvety finish, making its first appearance this season. Inspired by the plush texture and the shoe's classic silhouette, the new design maintains its signature comfort while adding a touch of playful elegance to winter outfits, showcasing Crocs' continuous exploration of comfort and creativity.
Crocs has clearly struck a chord with local consumers in China. On display, limited editions such as "Pear Blossom Moon" and "Plum Blossom Snow" exemplify the neo-Chinese style aesthetic, drawing much attention from visitors.
As a pioneer in cross-border collaborations, Crocs continues to partner with local creative brands to shape trends. At the CIIE, the brand showcased three co-branded collections with designer toy pioneer POP MART, lifestyle brand BEAST, and fashion pioneer SMFK, highlighting Crocs' dynamic connection with China's youth culture through localized creative expression.
The collaboration with homegrown fashion brand SMFK incorporates its signature cross flower motif, redefining streetwear with bold designs and fresh ideas that explore urban possibilities.
The collaboration with BEAST carries emotional depth: Inspired by real flower orders from the brand's stores, the shoes become more than footwear—they are vessels of personal stories.
The collaboration with POP MART's IP SKULLPANDA artfully blends Eastern motifs of plum and bamboo, demonstrating the limitless potential of cross-industry creativity.
"Jibbitz Workshop" becomes a hub of creative customization.
For young consumers in China, the appeal of Crocs goes far beyond comfort—it lies in the ability to transform standard clogs into unique "canvases" of personal style through DIY charms known as Jibbitz.
At the CIIE, the Jibbitz Customization Workshop set up by Crocs has quickly become the creative hub of the booth. Visitors flock to the lively space to choose from an array of charms and personalize their shoes—turning customization into one of the most engaging experiences at the CIIE.
The selection of charms is dazzling. A giant clog at the entrance of the booth even features a strikingly realistic "Luosifen" (river snail rice noodles) charm. Throughout the CIIE, Crocs is running on-site activities where visitors can check in at the booth, place orders, and share on social media for a chance to win limited-edition gifts, joining in the CIIE excitement.
Additionally, to celebrate its return to the CIIE, Crocs has launched a limited-edition "Dongzai", paired with exclusive CIIE-themed Jibbitz™ charms, to showcase the brand's playful spirit and commitment to creative self-expression.
Strengthening presence in China: Crocs connects with new-generation consumers through co‑creation.
Crocs is committed to helping everyone embrace their true, authentic selves. Through innovative clog designs, cross-border collaborations, celebrity endorsements, and community-driven creation, the brand delivers personalized products and cultural experiences that resonate deeply with consumers. Since strengthening its presence in China in 2016, Crocs has actively engaged with the local trend culture, building emotional connections and cultural recognition among young consumers while blending global innovation with local creativity.
Anne Mehlman, Executive Vice President and Brand President of Crocs, said, "The CIIE serves as both a global stage for innovative achievements and an ideal platform for brands to showcase cutting-edge design and deepen cross-sector collaboration and cultural dialogue. As our second-largest market globally, China holds strategic importance for Crocs. We continuously listen to Chinese consumers and track trends and embed the 'Come As You Are' spirit into product design, innovative experiences, and brand activities, growing together with consumers here."
In a roundtable titled The Era of Emotional Consumption: How can brands provide tools for personalized expression for Gen Z?, Crocs invited WWD's Chief Content Officer Johannes Neubacher, LABELHOOD's Founder Tasha Liu, and BEAST's Chief Creative Officer Tang Lingjie, to discuss Gen Z's demand for personalization, emotional engagement, and the rise of local creativity in a global context. The session highlighted Crocs' long-term commitment to the Chinese market and its embrace of diverse cultures.
Xi Xiaolei, Vice President and General Manager of Crocs China, added, "We recognize Gen Z's desire for emotional resonance and self-expression. By integrating local creativity with global trends, we aim to build an open and expandable creative space, enabling young consumers to express their individuality while elevating homegrown innovation to the global stage."
Looking ahead, Crocs will continue to adopt an open approach—partnering with local brands, designers, and community stakeholders—to drive product innovation, cultural integration, and community development and solidify its ties with the Chinese market. With sustained investment and commitment, Crocs will help shape a more vibrant and imaginative ecosystem for fashion and culture, telling a unique Chinese story of comfort and co-creation.