Asia’s annual flagship licensing events, the Hong Kong International Licensing Show and the Asian Licensing Conference, concluded successfully today after a three-day run from 27 to 29 April. Organized by the Hong Kong Trade Development Council (HKTDC), the events attracted more than 330 exhibitors and showcased over 600 brands and licensing projects. The Asian Licensing Conference brought together some 20 international licensing experts to explore key industry topics, including global licensing trends, IP licensing strategies for overseas expansion, sports licensing, location-based entertainment, food and beverage licensing, and creative marketing strategies.
Jenny Koo, Deputy Executive Director of the HKTDC, emphasized Hong Kong's role as a regional IP trading hub under the national 15th Five-Year Plan. She noted that licensing applications are expanding from traditional character merchandising to location-based entertainment, food and beverage, e-commerce, and other fields, forming a complete licensing industry chain that creates global business opportunities.
In response to the rapid growth of e-commerce, this year’s Licensing Show introduced the new IP and e-Commerce Support Services Zone, in collaboration with the E-commerce Association of Hong Kong, Hong Kong eCommerce Supply Chain Association, and the Hong Kong Federation of E-Commerce. The zone hosted workshops on building online shops, digital marketing, and livestream commerce, helping SMEs capitalize on e-commerce to sell their IP products globally. Kay Leung from Digitify Online Growth highlighted the zone's value in promotion and education, while Prof. Charles Ng from StarLite IPC Limited described the show as an “all-rounded accelerator” for industry growth.
The Licensing Show also featured the DLAB Hong Kong Pavilion, with nearly 40 exhibitors showcasing original brands and IPs. Local designer Kirsten Lie secured collaboration opportunities with overseas shopping malls, and James Ho praised the platform for brand promotion. Additionally, the Hong Kong Licensing Force Showcase included universities and the newly participating Hong Kong Design Institute.
Key topics at the Asian Licensing Conference included the emotional economy’s impact on non-traditional toy IPs and new models for food and beverage licensing. George Wood of The Luna Entertainment Group shared insights on location-based entertainment, noting that depth of affection often relates to hours spent with an IP. Mark Kingston of Libertas Brands Ltd discussed the rise of “ugly-cute” toys like Fugglers, emphasizing the importance of engaging individuals with different moods and personalities.
The Chinese Mainland Pavilion featured over 150 institutions, including cultural and museum institutions like Guangdong Museum and Nanjing Museum. The Beijing Museums brand made its first overseas appearance, showcasing world cultural heritage sites such as 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 exchange, and another between the Innovative Entrepreneur Association and the Shantou Cultural and Creative Tourism Industry Association to strengthen collaboration between Hong Kong and Shantou.
For more information, visit the Hong Kong International Licensing Show website and the Asian Licensing Conference programme page.
