Asia's flagship licensing events, the Hong Kong International Licensing Show and the Asian Licensing Conference, concluded successfully on April 29 after a three-day run. Organized by the Hong Kong Trade Development Council (HKTDC), the events attracted over 330 exhibitors and featured more than 600 brands and licensing projects. The Asian Licensing Conference brought together 20 international experts to discuss global trends, IP strategies, sports licensing, and creative marketing.
Jenny Koo, Deputy Executive Director of the HKTDC, emphasized the significance of these events in bolstering Hong Kong's position as a regional IP trading hub. She noted that licensing applications are expanding from traditional character merchandising to areas like e-commerce, location-based entertainment, and food and beverage, creating a comprehensive licensing industry chain.
A key highlight was the introduction of the new IP and e-Commerce Support Services Zone, responding to the rapid growth of e-commerce. In collaboration with e-commerce associations, the zone hosted workshops on building online shops, digital marketing, and livestream commerce, helping SMEs sell IP products globally. Kay Leung from Digitify Online Growth stated that the zone's value lies in promotion and education, raising awareness of leveraging e-commerce for brand promotion. Prof. Charles Ng from StarLite IPC Limited noted that the show acted as an "all-rounded accelerator" during the economic recovery, bringing together leading licensors and brand owners.
The DLAB Hong Kong Pavilion showcased nearly 40 exhibitors, including local designers like Kirsten Lie, who secured collaboration opportunities with overseas shopping malls. She reported encouraging negotiations with two overseas shopping malls. Another designer, James Ho, praised the show as an excellent brand promotion platform.
The Asian Licensing Conference highlighted non-traditional toy IPs and the emotional economy. George Wood of The Luna Entertainment Group shared that the depth of affection audience have for an IP is crucial for location-based entertainment. Mark Kingston of Libertas Brands Ltd discussed the rise of "ugly-cute" toys like Fugglers, which resonate with the emotional economy by allowing individuals to find a toy matching their personality or mood.
The Chinese Mainland Pavilion featured over 150 institutions, including museums like Guangdong Museum and Nanjing Museum, debuting IPs such as Nailoong and Suchao. The Beijing Museums brand made its first overseas appearance, presenting heritage from the Great Wall and Summer Palace.
Several memoranda of understanding were signed, including between the Beijing Municipal Cultural Heritage Bureau and the HKTDC, aiming to deepen cultural and economic exchange. Another MoU between the Innovative Entrepreneur Association and the Shantou Cultural and Creative Tourism Industry Association seeks to strengthen cultural and creative industry collaboration between Hong Kong and Shantou, facilitated by the HKTDC.
For more information, visit the Hong Kong International Licensing Show and the Asian Licensing Conference websites. The HKTDC, celebrating its 60th anniversary, continues to promote Hong Kong as a global investment and business hub through exhibitions, conferences, and business missions.
