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 from April 27 to 29. 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 approximately 20 international licensing experts to discuss 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, highlighted the significance of the events, stating, "Under the support of the national 15th Five-Year Plan, Hong Kong continues to deepen its role as a regional IP trading hub. As one of Asia's most mature licensing markets, the city boasts a well-established industry ecosystem, with the licensing sector serving as a core engine for IP trade. 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, forming a complete licensing industry chain that helps to create more business opportunities for the industry globally."
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 noted, "The greatest value of this new dedicated zone lies in 'promotion' and 'education'. In the current economic climate, industries across different sectors are actively seeking new avenues to expand their business. This zone serves as an essential foundation for SMEs, raising awareness of how to effectively leverage e-commerce as a springboard to promote their brands and sell their IP products to the global market."
The Licensing Show also featured the DLAB Hong Kong Pavilion, bringing together nearly 40 exhibitors to showcase Hong Kong original brands and IPs. Local designer Kirsten Lie secured collaboration opportunities with overseas shopping malls, while James Ho praised the show as an excellent brand promotion platform. The Hong Kong Licensing Force Showcase included universities such as The Hang Seng University of Hong Kong, Hong Kong Baptist University, The Hong Kong Polytechnic University, and the newly participating Hong Kong Design Institute.
Key topics at the Asian Licensing Conference included the emotional economy and new development models for food and beverage licensing. George Wood, Managing Director of The Luna Entertainment Group, shared insights on location-based entertainment, saying, "We learned that one of the non-negotiables has to do is with the depth of affection, which is often related to the number of hours the audience has spent with the IP." He added that transforming entertainment brands into experiences is a revenue engine offering long-term value. Mark Kingston, CEO and Co-founder of Libertas Brands Ltd, discussed the rising popularity of non-traditional toys like Fugglers, whose "ugly-cute" appearance echoes the emotion 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. That is key to the storytelling nature of Fugglers," he said.
The Chinese Mainland Pavilion brought together over 150 institutions from regions including Beijing, Shaanxi, Jiangsu, Guangdong, and Sichuan, showcasing popular IPs such as Nailoong, Suchao, Tang Fugui, and the Sun and Immortal Birds. More than 20 cultural and museum institutions, including Guangdong Museum and Nanjing Museum, participated, demonstrating the richness of China's historical and cultural resources. The Beijing Museums brand made its first overseas appearance, presenting world cultural heritage sites like the Great Wall and the Summer Palace.
Several memoranda of understanding were signed during the events, including one between the Beijing Municipal Cultural Heritage Bureau and the HKTDC to deepen cultural and economic exchange under the broader framework of Beijing-Hong Kong cooperation. Another MoU was signed between the Innovative Entrepreneur Association and the Shantou Cultural and Creative Tourism Industry Association to strengthen collaboration between Hong Kong and Shantou. These agreements aim to promote the commercialisation, internationalisation, and digital development of cultural and museum resources, as well as the deep integration of cultural, creative, and tourism industries.
