Unpredictable winter travel didn’t stop promo experts around the world from attending one of the largest trade shows in Europe last week.

Despite snow in the forecast that resulted in travel cancellations and delays, more than 600 exhibitors and 9,735 attendees from 68 countries showed up at PSI 2026 from January 7 to 9 at the Exhibition Centre Düsseldorf in Düsseldorf, Germany. The show was hosted by the Promotional Product Service Institute/PSI, which has promotional product member companies across Europe.

“PSI is the most important meeting place for players from the European promotional products industry,” said Frédéric Misseri, associate director at Synneo. “There is always a good overview of industry trends here, especially on the product side.”

ASI, PSI and U.K.-based Sourcing City are strategic partners through PromoAlliance, a global knowledge-sharing and networking initiative. Michele Bell, ASI’s senior vice president of content & global alliances, represented ASI at the show.

Creativity on Display

Among the many product innovations showcased? A waffle maker for logo-shaped waffles, handcrafted glass flowers and 3-D printing activations. Attendees were encouraged to touch and feel products ranging from light and durable umbrellas to technical gadgets. Fun textiles and pastel-colored products added a splash of color that offered attendees a welcome reprieve from the gloomy winter weather outside the exhibition center.

“Every single booth that I went to was well-thought-out and all the suppliers were very inviting. They gave us their time and sat and talked with us. It wasn’t rushed at all,” said Heather Reinhard, account director at Cheshire, CT-based distributor and Counselor Best Place to Work Barker Specialty (asi/132690), who visited the PSI Show for the first time. “It was a really nice vibe and everyone was very sincere.”

Tobias Roesch, CEO of Elasto-Form (asi/51817), one of the show’s most popular exhibitors each year, noted that his booth was once again well-attended.

“We had many good, constructive conversations and valuable networking opportunities, including with international partners,” he said. “Given the current challenging market conditions, the generally positive and open atmosphere made the trade fair a worthwhile experience for us again. We are already looking ahead to the next PSI.”

Embracing the Great Outdoors

Although the event took place inside an exhibition hall, the theme of nature and the outdoors took a front seat at the show. Many of the promotional products on display were a nod to “micro-adventure” – the idea that people can create comfort and inspiration whether they’re in a rural environment, a city or somewhere in between.

Trends in Sustainable Promo

Increasingly, end-buyers are engaging with partners that design their products with the planet in mind, and the promo industry has taken that feedback to heart. The ethos of effective, intentional and sustainable design was present across exhibitors, highlighting durable promotional products with long-term benefits. Exhibitors and presenters also leaned into conversations about sustainability initiatives “behind-the-scenes,” including transparency in supply chains and continuous standards improvements.

“Sustainability is now an integral part of the promotional products industry and no longer a unique selling proposition for few but many businesses,” said Alexander Ullmann, managing director of UMA Pens (asi/92469) and a long-standing exhibitor at PSI.

Leading the AI Conversation

Of course, no industry trade show in 2026 would be complete without a discussion about the impact of AI on promo. Dr. Stephan Jansen, the show’s keynoter and an expert in urban innovation and digital transformation, opened the trade show with a presentation about current developments in AI, specifically in customer engagement and marketing. Visitors also seized various opportunities to explore the potential of AI in promo during workshops and interactive programs throughout the show.

Breaking a World Record

Ahead of the event, the hosts of PSI set an ambitious goal: a growing display of 250 different brands in a single collective presentation.

Attendees registered each product, brand and submission onsite, and the result was an official entry into the Guiness Book of World Records for largest brand diversity in a promotional products display. The activation made history with 511 brands and their products – more than twice as many as the original goal of 250.

“This initiative is far more than a record attempt for us,” Petra Lassahn, director of PSI, said in December. “It is a gesture of appreciation toward Düsseldorf, an emotional conclusion, and also a new beginning. What we present here is the essence of our industry, which is built on creativity, sustainability and collaboration.”

A new beginning, indeed. After 60 years in Düsseldorf, the show will be hosted in Cologne, Germany, at the Cologne Exhibition Centre starting in 2027.

“It is difficult to say goodbye to Düsseldorf after so many connections forged and valuable experiences made,” Lassahn said. “Nevertheless, we look forward to new inspiration and growth. Cologne is a hot spot for media and creatives while offering excellent transport links.”

Click through gallery below for images from PSI 2026.

Previous Next