The Hong Kong International Licensing Show and the Asian Licensing Conference, organized by the Hong Kong Trade Development Council (HKTDC), concluded successfully on April 29, 2026, after a three-day run from April 27 to 29. The events attracted more than 330 exhibitors and showcased over 600 brands and licensing projects, serving as a platform for cross-regional and cross-sectoral business expansion.
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. The conference highlighted the growing importance of e-commerce, the emotional economy, and location-based entertainment in the licensing industry.
Jenny Koo, Deputy Executive Director of the HKTDC, emphasized Hong Kong's deepening role as a regional IP trading hub under the support of the national 15th Five-Year Plan. “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,” she said. “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.”
Prof. Charles Ng from StarLite IPC Limited commented, “This year's Licensing Show has truly played the role of an ‘all-rounded accelerator’ in driving industry growth. During this critical period of economic recovery in the Asian market, the show has successfully brought together leading licensors, licensing agents and brand owners from around the world, providing an efficient business matchmaking platform for IP licensing-focused enterprises like ours.”
The Licensing Show also featured the DLAB Hong Kong Pavilion, with nearly 40 exhibitors showcasing Hong Kong original brands and IPs. Local designer Kirsten Lie secured collaboration opportunities with overseas shopping malls, stating, “The current negotiations are highly encouraging, with enthusiastic responses all around. We are now in serious discussions with two overseas shopping malls and will meet with their senior management next week to move the partnership forward.” Another designer, James Ho, added, “This year's Licensing Show provides an excellent brand promotion platform for local designers, enabling us to reach and engage with potential partners from diverse sectors on a broad scale.”
Key conference sessions addressed the emotional economy and non-traditional toy IPs. Mark Kingston, CEO and Co-founder of Libertas Brands Ltd, discussed the rising popularity of Fugglers, whose “ugly-cute” design 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,” he said. George Wood, Managing Director of The Luna Entertainment Group, shared insights on location-based entertainment, noting, “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 key revenue engine offering long-term value.
The Chinese Mainland Pavilion featured over 150 institutions, including cultural and museum institutions like Guangdong Museum and Nanjing Museum, showcasing distinctive cultural and creative brands. The Beijing Museums brand from the Beijing Municipal Cultural Heritage Bureau made its first overseas appearance, presenting world 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. Another MoU between the Innovative Entrepreneur Association and the Shantou Cultural and Creative Tourism Industry Association aims to strengthen cultural and creative industry collaboration between Hong Kong and Shantou. These agreements underscore the events' role in promoting regional IP trade and cross-border cooperation.
For more information, visit the Hong Kong International Licensing Show and Asian Licensing Conference websites.
