What's wrong with publicity at airshow?Weapons are just like any other products China exports,it's a business. Chinese companies are actively participating all kinds of shows worldwide to promote it's product,even at fairs where Chinese companies are being visa restricted such CES show. So why shouldn't Chinese defence companies follow suit?
Airshow publicity is Marketing for profit. And for Western aircraft and weapon manufacturers, it means huge profit. China's aircraft manufacturers are selective in choice of customers, usually friendly nations and profit margins are thin compare to the West where they are willing to spend huge marketing expenses in airshows in order to gain huge profits.
Western manufacturers will go all out to have their wares sold, and always with fat kickbacks.
China also offer friendly costs, with very little profits, to customers like Pakistan, Cambodia and Laos for military aircraft. Profit is important, but not the top priority as far as China is concern. Though for COMAC, it is different, as they are commercial company for profit, thus their relatively large presence in Dubai 2025.
Zhuhai airshow is partly for marketing, partly to show China's progress, and partly for Chinese citizens' patriotism. And Changchun airshow is mostly for patriotism with little marketing to sell aircraft.