Asia’s annual flagship licensing events, the Hong Kong International Licensing Show and the Asian Licensing Conference, concluded successfully on April 29, 2026. Organized by the Hong Kong Trade Development Council (HKTDC), the three-day extravaganza 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. The events served as cross-regional and cross-sectoral business expansion platforms, creating global business opportunities and promoting regional IP trade development.
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. 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 and other bodies, the zone hosted workshops on building online shops, digital marketing, and livestream commerce, helping SMEs capitalize on e-commerce to sell IP products globally.
Kay Leung from Digitify Online Growth highlighted the zone’s value in promotion and education, noting that amid current economic challenges, industries are seeking new avenues for business expansion. Prof. Charles Ng from StarLite IPC Limited called the show an “all-rounded accelerator” providing an efficient business matchmaking platform. The DLAB Hong Kong Pavilion featured nearly 40 exhibitors showcasing original brands and IPs. Local designer Kirsten Lie secured collaboration opportunities with overseas shopping malls, while James Ho praised the platform for reaching diverse potential partners.
Key topics at the Asian Licensing Conference included how non-traditional toy IPs resonate with young consumers in the emotional economy and new development models for food and beverage licensing. George Wood of The Luna Entertainment Group shared insights on location-based entertainment, stating that depth of affection is often related to hours spent with the IP. Mark Kingston of Libertas Brands Ltd highlighted the rise of “ugly-cute” toys like Fugglers, emphasizing storytelling and emotional connection.
The Chinese Mainland Pavilion brought together more than 150 institutions, including cultural and museum institutions such as the Guangdong Museum and Nanjing Museum. The Beijing Museums brand made its first overseas appearance, showcasing heritage sites like the Great Wall and Summer Palace. Multiple memoranda of understanding were signed, including between the Beijing Municipal Cultural Heritage Bureau and the HKTDC to deepen cultural and economic collaboration, and between the Innovative Entrepreneur Association and the Shantou Cultural and Creative Tourism Industry Association to promote industry integration.
For more information, visit the Hong Kong International Licensing Show and Asian Licensing Conference websites.
