Official Narrative | What We Read in the News

The 26th International Research, Technology and Tech Bazaar Exhibition and the 21st International Advertising and Marketing Exhibition were held

The 26th International Research, Technology and Tech Bazaar Exhibition was held from December 13 to 16, 2025 at the Permanent Site of Tehran International Exhibitions; an event that is held every year during Research Week under the auspices of the Ministry of Science, Research and Technology and with the participation of universities, research institutes, science and technology parks and knowledge-based companies. Its goal is to introduce scientific achievements, meet technological needs, and strengthen the path to commercialization

At the same time, the 21st International Exhibition of Advertising, Marketing and Related Industries was also held at the same venue; an exhibition focused on familiarizing with new sales methods, communication between service providers and applicants, and the transfer of specialized knowledge in the field of marketing

Meanwhile, the "Iranguereh" collection, as a creative member of the Science and Technology Park, attended the exhibition at the invitation of the park and, by setting up in an independent booth, introduced the technological service of certifying handwoven rug and the digital ecosystem of handwoven rug. Providing specialized explanations about the importance of registering the identity and authenticity of handwoven rug, displaying sample identification certificates, and introducing the expert process was welcomed by handwoven rug activists and researchers, and provided an opportunity to develop specialized communications and demonstrate the link between the art of handwoven rug and modern technologies

Research, Technology and Tech Bazaar Exhibition Space

Advertising, Marketing and Related Industries Exhibition Space

Field Narrative | What's Going On Behind the News
A Market That's Made Without Handwoven rug

Exhibitions of the “research” and “marketing” type are exactly where an art must redefine itself; not just for sale, but to be seen in today’s language of economy and culture. However, among the multitude of creative products that were presented, from gold to mugs and all kinds of handicrafts and promotional gifts, there was a strangely empty place for one thing: handwoven rug

In the section that talked about branding, packaging and product identity, art, which needs narrative, authenticity and identity more than any other product, had no noticeable presence. This is while handwoven rug can be one of the most serious options in this space with creative presentations, cultural packaging and definition as an organizational and lasting gift; not just a traditional product, but a “cultural brand

Its absence, more than a weakness of the exhibition, is a sign of our own inaction; as if a large part of the handwoven rug activists still see today’s market as something outside their own world. The result is clear: others are creating narratives and we are still waiting to be discovered

These exhibitions were an opportunity to remind us that if the handwoven rug does not introduce itself into the field, new markets will not wait for it – they will just slowly form without it

Iran Guereh Collection's presence as the only handwoven rug booth at the exhibition

Official Narrative | What we read in the news
The DOMOTEX Turkey 2025 International Exhibition was held in Istanbul

DOMOTEX Turkey 2025 International Exhibition, as one of the most important specialized rug and flooring events in the region, was held in Turkey in 2025. With the extensive presence of manufacturers, leading brands, and global market players, this event showcased the latest products, designs, and new trends in carpet and flooring, and provided a platform for developing business interactions, introducing export capacities, and exploring new directions in the rug and flooring market at the international level

The exhibition also sought to introduce new trends in rug and flooring design and production, in order to serve as a reference for the rug and flooring industry globally. Given the changes to the Domotex Hannover exhibition, CFE 2025 is an exceptional opportunity for rug manufacturers and exporters to introduce their products to global markets and establish new business connections

A view from the international exhibition DOMOTEX Turkey 2025

Field Narrative | What's Behind the News
Defining Global Taste Without persian rug

DOMOTEX is one of those exhibitions that is not just a place to display goods; it is a place where the future of the market is defined. Interior designers, major buyers, chain brands and market decision makers choose here, before they buy, “what” is going to shape the world’s taste

Among all the persian participants – except for one or two limited booths – the other offerings were machine-made rug; a point that is considered one of the reasons for the gradual advancement of machine-made rug in international markets, despite economic constraints

However, in such a field, the place of persian handwoven rug – especially Qom silk rug – was empty. An absence that is not just not in a booth; it is being excluded from the market conversation. While competitors create narratives and define positions for their products, we were not present to provide our own definition of “authentic persian rug

The global market does not wait. When we do not narrate, others create narratives, and little by little that narrative becomes reality. Losing such an exhibition is not just losing a few customers; it is losing the mind of the market – where the real share is determined long before contracts

A view from inside the exhibition and the strong presence of machine-made rug companies

Official Narrative | What we read in the news
The 32nd International Iranian Handvowen rug Exhibition was held in Tehran

The 32nd persian Handwoven rug Exhibition was held for five days from 23 to 27 February 2026 at the Permanent Exhibition Center of Tehran International Exhibitions. This event, as the most important annual specialized exhibition of handwove rug in the country, was held with the aim of introducing the capacities and capabilities of domestic producers, developing domestic and export markets, and strengthening the connection between the activists in this field and the target market

According to reports published in official media, specialized meetings and business meetings were also held during this period, providing an opportunity for direct interaction between producers, exporters, and buyers. The organizers of this event have introduced it as a platform for showcasing the latest designs, creativity, and achievements of persian handwoven rug artists and activists, and have considered the unique reception of enthusiasts and economic activists as one of the characteristics of this period

This exhibition is known as the main showcase of persian handwoven rug and hosts producers, exporters and enthusiasts of this art at the national and international levels every year

Tehran Handwoven rug Exhibition Poster

Field Narrative | What's Going On Behind the News

An exhibition held in the shadow of war concerns

At the 32nd persian Handwoven rug Exhibition, the most important annual showcase of handwoven rug in the country, field observations showed that the halls were faced with limited visitor traffic at many hours, and the general atmosphere of the exhibition was more of a trade show and trade union presence than the formation of serious business interactions. As a result, during a significant part of the event, there was no noticeable interest in conducting transactions and buying and selling

In analyzing the conditions of holding, a set of external factors can also be considered; from the country's economic environment and the cautious general atmosphere of the market to the coincidence of the event with the days of Ramadan, which naturally affects the amount of business interactions. In addition, in a situation where society and the market are affected by concerns and possibilities related to possible war events, the level of psychological confidence to enter into large transactions decreases, and this can affect the motivation to buy. In such a situation, it was expected that the planning of the exhibition would be accompanied by a strengthened approach in the field of advertising, attracting a specialized audience and creating a motivation to buy

Some market activists believed that in the current situation, the continuation of holding specialized exhibitions without reviewing the implementation method, timing and information strategies could increase the gap between the costs of producers and the economic output of the event. From their point of view, a specialized exhibition approaches its goal when it is not only a showcase for supply, but also becomes an effective tool for sales and market development

In such an environment, some field perspectives were also raised, according to which the insistence on holding an exhibition in these circumstances, rather than arising from professional necessities or trade union interests, can be considered influenced by managerial considerations and the desire to prove efficiency. From the perspective of this group, when the approach to holding an exhibition deviates from the path of analyzing real market conditions, the event, instead of being an effective economic tool, becomes a symbolic display of executive power, and diminishes its main function of supporting the producer and strengthening the market

In conclusion, it can be said that some of the recurring challenges in the output of handwoven rug exhibitions are due to the lack of strategic planning, weak targeted advertising, and lack of coherent approaches from strategic organizations as well as handwoven rug activists to effectively introduce this art; an issue that has been emphasized many times in previous years. However, in the current special conditions of the country and in an atmosphere that was accompanied by public concerns and the possibility of tense events until the last days, the need for a more detailed review of the timing and method of holding such events is felt more than ever; so that exhibitions can become an effective tool that is in line with market realities, rather than simply a calendar continuation.

A view from inside the Tehran Handwoven rug Exhibition