The Hong Kong International Licensing Show and Asian Licensing Conference concluded successfully on April 29, drawing over 330 exhibitors and showcasing more than 600 brands and licensing projects. Organized by the Hong Kong Trade Development Council (HKTDC), the three-day event highlighted emerging trends such as e-commerce, location-based entertainment, and the emotional economy, signaling significant shifts in the global licensing landscape.
Jenny Koo, Deputy Executive Director of the HKTDC, noted that licensing applications are expanding beyond traditional character merchandising into fields like location-based entertainment, food and beverage, and e-commerce. This diversification forms a complete licensing industry chain, creating more global business opportunities. The events served as cross-regional and cross-sectoral platforms, promoting regional IP trade development.
In response to the rapid growth of e-commerce, the Licensing Show introduced a 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 small and medium-size enterprises (SMEs) leverage e-commerce to sell their IP products globally. Kay Leung from Digitify Online Growth emphasized the zone's value in raising awareness and educating SMEs on using e-commerce as a springboard for global brand promotion.
The emotional economy emerged as a key theme at the Asian Licensing Conference. George Wood, Managing Director of The Luna Entertainment Group, discussed location-based entertainment, stating that the depth of audience affection is crucial for transforming entertainment brands into experiences that offer long-term value. Mark Kingston, CEO and Co-founder of Libertas Brands Ltd, highlighted the rise of non-traditional toys like Fugglers, whose 'ugly-cute' design resonates with consumers in the emotion economy. He explained that each Fuggler is designed to match an individual's personality or mood, underscoring the storytelling nature of the brand.
The Chinese Mainland Pavilion featured over 150 institutions, including more than 20 cultural and museum institutions such as the Guangdong Museum and Nanjing Museum, showcasing IPs like Nailoong and Tang Fugui. The Beijing Municipal Cultural Heritage Bureau made its first overseas appearance, presenting world cultural heritage sites like the Great Wall and the Summer Palace. This aligns with the national 15th Five-Year Plan, reinforcing Hong Kong's role as a regional IP trading hub.
Several memoranda of understanding were signed, including one between the Beijing Municipal Cultural Heritage Bureau and the HKTDC to deepen cultural and economic collaboration. Another MoU between the Innovative Entrepreneur Association and the Shantou Cultural and Creative Tourism Industry Association aims to strengthen cultural and creative industry ties between Hong Kong and Shantou. These agreements facilitate the commercialization and internationalization of cultural and museum resources, providing an effective way of telling China's stories.
The HKTDC continues to position Hong Kong as an international licensing hub, supporting SMEs in cross-border e-commerce and fostering global business opportunities. The Licensing Show and Conference underscore the industry's shift towards diversified IP applications and the growing importance of emotional engagement in consumer markets.
