This paper proposes a novel virtual exhibition design concept - the idea of the user-generated 3D exhibition contents. There are two major advantages of the system: 1). No 3D engine plug-in is needed for the exhibition visitors to surfer the virtual exhibition hall They can use the normal Internet browsers. 2). No advanced professional training is needed on 3D modeling process. Non-IT-professional exhibitors can build 3D models for their exhibition products through the platform provided by the system. The system structure and the functions of the major modules are presented in the paper. The detailed 3D modeling process is demonstrated in the experiment. The results are effective and promising. © 2012 IEEE.