When you combine them, 发 (fā) + 布 (bù) + 会 (huì) literally translates to a “release-announce-meeting.” This structure makes the meaning very clear: it's a planned gathering specifically for the purpose of releasing and announcing something new.
In modern China, the 发布会 (fābùhuì) is a significant cultural and business phenomenon, especially in the technology sector. Companies like Huawei, Xiaomi, and Tencent stage elaborate, highly anticipated launch events that are broadcast to millions and dominate social media conversations for days. A key difference from some Western “press conferences” lies in the tone and control. While a White House press briefing in the U.S. can often be adversarial, with journalists aggressively questioning the speaker, a Chinese 发布会 is typically a more choreographed and polished affair. It's often closer in spirit to an Apple keynote: a grand presentation designed to build hype, control the narrative, and present the company or organization in the best possible light. The Q&A session, if there is one, is often more managed. This reflects a cultural emphasis on presentation, maintaining “face” (面子 - miànzi), and generating positive public sentiment. The goal is less about open debate and more about a successful, impactful reveal.
The term 发布会 (fābùhuì) is formal and used in specific contexts. You'll encounter it most frequently in news, business, and technology.
It's a formal term. You would never use 发布会 to describe a casual team meeting or a friendly get-together.
A common mistake for learners is to confuse 发布会 (fābùhuì) with the general word for “meeting,” 会议 (huìyì).