The Hong Kong International Licensing Show and the Asian Licensing Conference concluded successfully on April 29, drawing over 330 exhibitors and showcasing more than 600 brands. Organized by the Hong Kong Trade Development Council (HKTDC), the three-day event highlighted emerging trends such as e-commerce integration, location-based entertainment, and the emotional economy, signaling shifts in the global licensing industry.
Jenny Koo, Deputy Executive Director of the HKTDC, noted that under the national 15th Five-Year Plan, Hong Kong continues to strengthen its role as a regional IP trading hub. “We are pleased to see licensing applications expanding from traditional character merchandising to cover location-based entertainment, food and beverage, e-commerce and a host of other fields,” she said. The event introduced the new IP and e-Commerce Support Services Zone, featuring workshops on online shop building, digital marketing, and livestream commerce to help SMEs capitalize on e-commerce. Kay Leung from Digitify Online Growth emphasized the zone’s value in promotion and education, stating it serves as an essential foundation for SMEs to leverage e-commerce as a springboard to sell their IP products globally.
The Asian Licensing Conference brought together about 20 international experts to discuss topics including global licensing trends, IP strategies for overseas expansion, and sports licensing. George Wood, Managing Director of The Luna Entertainment Group, spoke about location-based entertainment, noting that “the depth of affection is often related to the number of hours the audience has spent with the IP.” He emphasized transforming entertainment brands into experiences as a revenue engine offering long-term value. Mark Kingston, CEO of Libertas Brands Ltd, highlighted the rise of non-traditional toys like Fugglers, whose “ugly-cute” design echoes the emotional economy. “We want to ensure that every Fuggler engages different individuals, and that every individual can find a Fuggler that suits their personality or particular mood,” he said.
The Chinese Mainland Pavilion featured over 150 institutions, including cultural and museum bodies like Guangdong Museum and Nanjing Museum, showcasing IPs such as Nailoong and Tang Fugui. The Beijing Museums brand made its first overseas appearance, presenting world heritage sites like the Great Wall and the Summer Palace. Multiple memoranda of understanding were signed, including one between the Beijing Municipal Cultural Heritage Bureau and the HKTDC to deepen cultural and economic cooperation. Another MoU between the Innovative Entrepreneur Association and the Shantou Cultural and Creative Tourism Industry Association aims to strengthen collaboration between Hong Kong and Shantou.
The DLAB Hong Kong Pavilion featured nearly 40 exhibitors, including local designers who secured collaboration opportunities. Kirsten Lie reported serious negotiations with two overseas shopping malls, while James Ho praised the show as an excellent brand promotion platform. The event also showcased creative designs from universities such as The Hang Seng University of Hong Kong and the Hong Kong Design Institute. The HKTDC’s Jenny Koo affirmed that the new e-commerce zone aligns with the Hong Kong SAR Government’s policy to enhance SME competitiveness in cross-border e-commerce, reinforcing Hong Kong’s position as an international licensing hub.
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