Hong Kong has once again transformed into the epicenter of the global licensing industry, as the Hong Kong International Licensing Show (HKILS) and Asian Licensing Conference (ALC) kick off at the Hong Kong Convention and Exhibition Centre. With over 330 exhibitors and 600 brands and intellectual properties (IPs) on display, this year’s event is a melting pot of creativity, innovation, and cross-border collaboration—solidifying Hong Kong’s reputation as Asia’s premier IP trading hub.
A Convergence of Global Trends and Cultural Heritage
This year’s ALC brings together nearly 20 international licensing experts to dissect the industry’s hottest topics, from sustainable licensing models to the fusion of immersive technology with storytelling. Among the highlights is a deep dive into how classic IPs like Peanuts and The Smurfs maintain their timeless appeal while adapting to modern markets.
“Brands are global, but executions need to be local,” said Maarten Weck, Executive Vice President of WildBrain, which owns the Peanuts franchise. “Consumers today crave diverse collaborations—brands must think outside the box to stay relevant.”
Meanwhile, cultural heritage takes center stage as Beijing’s museums and Egyptian institutions make their debut at HKILS, showcasing how ancient artifacts can inspire contemporary licensing opportunities.
Pandas, Museums, and Hong Kong’s Creative Surge
One of the most eye-catching themes at this year’s show is the proliferation of panda-themed IPs, including Ocean Park Hong Kong’s beloved panda family. Over 30 panda-related brands highlight the enduring appeal of these iconic animals in global pop culture.
For the first time, Egyptian museums—the Egyptian Museum Cairo and the National Museum of Egyptian Civilisation—are participating, offering a fresh perspective on how historical artifacts can be transformed into marketable IPs.
The Mainland China Pavilion is another standout, featuring 30+ cultural institutions, including the Prince Kung’s Palace Museum and the Beijing Municipal Cultural Heritage Bureau, underscoring China’s rich historical resources and their growing influence in the global creative economy.
Spotlight on Hong Kong’s Next-Gen Talent
A major highlight of HKILS 2025 is the debut of “Hong Kong Licensing Force”, a dedicated zone showcasing 15 student-led IP projects from top universities like Hong Kong Baptist University and The Hong Kong Polytechnic University. These projects span environmental conservation, cultural preservation, and social innovation, leveraging AR and VR to bring fresh perspectives to the licensing world.
“Hong Kong’s emerging designers are redefining what IP can be,” said Margaret Fong, Executive Director of the Hong Kong Trade Development Council (HKTDC). “This platform empowers them to turn creativity into commercial success.”
The Future of Licensing: Sustainability and Tech-Driven Storytelling
As ALC continues over the next two days, sessions will explore ancient Egypt’s licensing potential, sustainability in branding (featuring The Smurfs’ partnership with the United Nations), and the role of VR and AR in immersive storytelling.
Ethan Tang, CEO of Metavision Global Entertainment, will lead a session on how technology is reshaping narratives, offering attendees a firsthand VR experience of “Horizon of Khufu”, a digital journey through Egypt’s pyramids.
A Hub for Cross-Industry Innovation
Running alongside HKILS and ALC are five other major HKTDC-organized trade fairs, including the Hong Kong Gifts & Premium Fair and Fashion InStyle, fostering cross-industry collaboration and unlocking new business opportunities.
With its unmatched blend of global brands, cultural heritage, and homegrown talent, this year’s Hong Kong International Licensing Show proves once again why the city remains at the forefront of the IP and licensing revolution.
