Freudenberg Introduces New Chinese Brand Identity at CIIE, Expands Multi-Track Local Innovation Ecosystem

For the first time, Freudenberg showcased its group image at the Technology and Equipment Exhibition of the China International Import Expo (CIIE), centering on the theme "Materials Pioneer, Innovating Behind the Scenes." The exhibition not only featured a series of world premieres but also launched a range of in-depth activities, comprehensively demonstrating its ecosystem strength in driving collaborative innovation across the entire industrial chain, built upon materials science.

Brand Renewal: Localization Strategy Enters a New Phase

On November 6, Freudenberg held a grand ceremony at the CIIE to unveil its new Chinese brand identity and signed a strategic agreement for the Humanoid Robotics Co-Creation Center. These two initiatives marked not only the highlight of Freudenberg's participation in this year's CIIE but also key milestones in deepening its presence in the Chinese market and systematically integrating global innovation capabilities into the local industrial ecosystem—signaling a new phase in its localization strategy aimed at more deeply embedding global innovation within China's industrial landscape.

Freudenberg holds strategic signing ceremony for humanoid robotics co-creation center at CIIE

"Freudenberg Group has been rooted in China for over a century, and our commitment to this dynamic market has never been stronger. The launch of the new Freudenberg Chinese logo at CIIE 2025 is more than just a visual refresh—it symbolizes our enduring partnership with China and our shared future. We are proud to support China's industrial transformation and upgrading through innovation, sustainability, and collaboration," said Claus Moehlenkamp, CEO of Freudenberg Group.

Shortly after, the signing ceremony for the Humanoid Robotics Co-Creation Center brought the event to a climax. At the ceremony, Freudenberg officially signed a strategic cooperation agreement with Zhangjiang Group to establish the center within Zhangjiang Robotics Valley. The center will include an exhibition and customer experience area, testing facilities, and zones dedicated to exploring industrial applications. It will also serve as a vital platform for Freudenberg to explore future trends and emerging business opportunities. Leveraging its business groups, Freudenberg will collaborate with OEMs, component manufacturers, and research institutions to conduct testing and validation in sealing, lubrication, vibration damping, and noise reduction, support industry standard development, and promote the application of related technologies in industrial scenarios. Later, during the roundtable forum titled “The Future is Here—From Components to Intelligent Beings: Key Technologies in Humanoid Robotics,” experts from Freudenberg and the industry engaged in deep discussions on cutting-edge technological trends and application prospects, showcasing Freudenberg's core capabilities in empowering future intelligent industries.

Ecosystem Synergy: Multi-Business Matrix Maps Out a Sustainable Innovation Blueprint

During the CIIE, Freudenberg's various business units jointly presented a series of engaging events, systematically showcasing their cross-sector innovations and collaborative progress. In filtration technology, Freudenberg Filtration Technologies hosted the CIIE launch of its technical white paper, “Filtration · Origin,” exploring the future of filtration technology from fundamental scientific principles and sharing forward-looking insights with the industry. On November 8, the business unit will sign a strategic cooperation agreement with TuHu—a leading domestic automotive service platform—to jointly launch the micronAir? Apex high-efficiency automotive cabin air filter. By combining Freudenberg's advanced R&D with TuHu's professional service network, the partnership will focus on optimizing “high efficiency, low resistance” performance, aiming to localize cutting-edge filtration technology and deliver superior in-cabin air purification experiences to a broader range of car owners, embodying the concept of inclusive technological advancement.

In sealing technology, NOK-Freudenberg (China), a joint venture established in China by Japan's NOK Corporation and Freudenberg Group, will host two major events on November 7–8: a cooperation signing ceremony with JD.com to actively expand digital marketing channels, and a strategic partnership ceremony with Hangzhou Jiepai Drive Technology Co., Ltd., underscoring its firm commitment to enhancing local services. EagleBurgmann will hold its “Innovate Forward, Excellence Without Boundaries” technology launch and customer exchange event on the morning of November 9, where the Global Technical Director will unveil groundbreaking sealing technologies and product upgrades making their global debut, offering fresh solutions for boosting industrial operational efficiency.

In the field of high-performance materials and frontier technology exploration, Freudenberg Performance Materials will host the highly anticipated brand launch of DripStop? Condensation Control Film and a strategic cooperation signing ceremony with Meiju House on the afternoon of November 7.

Wang Jiayu, Representative of Freudenberg Group in China, stated: “The CIIE has built a bridge for Freudenberg to deeply connect with Chinese partners. We firmly believe that true innovation is never a one-way transfer, but rather a collaborative creation based on complementary strengths and market needs. Whether with new partners or long-standing friends, every collaboration represents a concrete step in our ‘In China, For China’ strategy. We aim to leverage materials technology as a bond to share technological value, solve industrial challenges together with Chinese partners, and ultimately achieve ecosystem-wide win-win outcomes, jointly advancing the industrial chain toward greater intelligence and sustainability.”

Value Resonance: Shaping a Sustainable Future Through Materials Science

Freudenberg's journey at the CIIE was not only a concentrated display of innovative achievements but also a profound dialogue with the local ecosystem. From the meaningful brand renewal to the open, win-win robotics co-creation center; from industry-leading technical white papers to closely aligned strategic partnerships—Freudenberg is actively fulfilling its mission as a “Materials Pioneer” through tangible actions.

As the culminating highlight of its exhibition, Freudenberg will host a unique “WOW Party”—a special employer branding event—on the afternoon of November 9. Through time-crossing dialogues with founders, employee career story sharing, and reviews of public welfare projects, the event will present multidimensional insights into Freudenberg's cultural heritage and talent philosophy. During the event, the “Freudenbear,” a commemorative gift prepared for “second-generation Freudenberg employees,” will make its China debut, and hot job openings will be announced on-site, highlighting the company's ongoing investment in attracting and nurturing future talent.

Leveraging the CIIE as a global stage, Freudenberg has fully demonstrated its long-term commitment and systematic strategy in the Chinese market. Looking ahead, Freudenberg will continue anchoring itself in its profound expertise in materials science, resonating in sync with local partners, jointly driving the evolution and leap of the industrial value chain, and moving toward a more efficient and sustainable future. (Chen Hongying)