Adoption of 3D printing in China is taking place at a much slower rate than previously expected, despite its potential to drive innovation across a range of industries from education and healthcare to creative design and engineering. Ipsos Business Consulting research reveals hype surrounding the technology as a key limiting factor. Outlandish claims about the uses of 3D printing are creating confusion in the market which is in turn stalling its development. However, opportunities exist for agile companies who are able to dispel such myths by effectively communicating and marketing the technology's practical applications. Concerted efforts by both government and the private sector to bridge the knowledge gap will be essential to ensure long-term growth.