Hong Kong Licensing Show Highlights E-commerce, Location-Based Entertainment as Key Growth Drivers
Asia's flagship licensing events concluded in Hong Kong, revealing e-commerce, location-based entertainment, and the emotional economy as key trends driving the industry's recovery and expansion.
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 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 a shift in the licensing landscape.
Jenny Koo, Deputy Executive Director of the HKTDC, emphasized Hong Kong's deepening role as a regional IP trading hub under the national 15th Five-Year Plan. “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,” she said.
A key introduction this year was the IP and e-Commerce Support Services Zone, designed to help SMEs leverage online platforms. In collaboration with the E-commerce Association of Hong Kong and other bodies, the zone hosted workshops on digital marketing and livestream commerce. 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.”
The Asian Licensing Conference featured experts discussing the emotional economy and non-traditional toy IPs. Mark Kingston, CEO of Libertas Brands Ltd, highlighted the success of Fugglers, whose “ugly-cute” design taps into consumers' emotions. “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. George Wood of The Luna Entertainment Group stressed the importance of “depth of affection” in location-based entertainment, noting that transforming brands into experiences offers long-term value.
The DLAB Hong Kong Pavilion showcased nearly 40 local brands, with designers like Kirsten Lie securing collaboration opportunities with overseas shopping malls. “The current negotiations are highly encouraging, with enthusiastic responses all around,” she said. The Hang Seng University of Hong Kong, Hong Kong Baptist University, and other institutions also participated in the Hong Kong Licensing Force Showcase.
The Chinese Mainland Pavilion featured over 150 institutions, including museums such as Guangdong Museum and Nanjing Museum, debuting IPs like Nailoong and Tang Fugui. The Beijing Municipal Cultural Heritage Bureau made its first overseas appearance, presenting world heritage sites like the Great Wall.
Several memoranda of understanding were signed during the events. The Beijing Municipal Cultural Heritage Bureau and HKTDC agreed to deepen cultural and economic collaboration, facilitating Beijing institutions to use HKTDC platforms for IP commercialization. Another MoU between the Innovative Entrepreneur Association and the Shantou Cultural and Creative Tourism Industry Association aims to strengthen cross-city collaboration.
For more details, visit the Hong Kong International Licensing Show website and the Asian Licensing Conference programme.