PSI 2026 Draws 9,735 Visitors and Breaks Guinness World Record for Brand Diversity

PSI 2026, the promotional products trade show organised by RX Deutschland, ran 7 to 9 January 2026 in Düsseldorf and closed with 9,735 trade visitors, 43 percent of them from outside Germany, drawn from 68 countries, alongside more than 600 exhibitors. The edition set a Guinness World Record for the largest brand diversity in a promotional products display, with 511 brands shown in Hall 11 against a 250-brand threshold. Content focused on product innovation, sustainability and artificial intelligence, and a Newcomer Area gathered ideas such as logo waffles, personalised shoes and handcrafted glass flowers. Professor Stephan Jansen delivered a keynote on artificial intelligence in marketing. Winter weather disrupted travel but did not hold back attendance. Alexander Ullmann of uma Schreibgeräte said sustainability is now integral to the industry and no longer a selling point for a few but for many, while Marion Quast of Victorinox observed that focus is shifting toward projects rather than short-term giveaway business. The next edition marks a significant change: PSI 2027 runs 12 to 14 January 2027 at the Cologne Exhibition Centre, relocating after 60 years in Düsseldorf.