Companies from China are participating in the Licensing Expo 2023 in Las Vegas, Nevada, this week. The expo is one of the world’s largest licensing trade shows, and it attracts thousands of leading retailers, manufacturers, and licensees from around the globe.
Chinese companies are showcasing their licensed products, programs, and characters at the expo. Bilibili, a leading video community for young generations in China, is one of the companies that is participating. The company’s booth is packed with posters of bilibili-made documentaries, animation series, and virtual artists.
“It’s our first time being at Licensing Expo in the United States,” said Zhengying Xie, copyright director at bilibili. “Animations are a universal language that connects young people around the world. We bring our animations and other popular licensed products to the show, presenting them to the world, in a hope that more people could experience China-made animations and Chinese culture, and learn what the Chinese younger generations are interested in.”
Bilibili is hoping to further boost its popularity and influence in the global licensing market through participating in the expo. The company is also hoping to reach out to more potential partners.
B. Duck, an iconic intellectual property (IP) character of Semk Products Limited, is another Chinese company that is participating in the expo. Semk has been participating in the expo for five years, and it has won the award of “Top Global Licensors” by License Global.
“As a Chinese brand, besides expanding business in the Chinese mainland, we also hope to bring our IP products overseas to expand our influence and popularity in the global market,” said Vincent Cheung, executive director and general manager of Semk Holdings International Limited.
Semk is hoping to find resources for cooperation and promotion plans through participating in the expo. The company is also hoping to make Chinese culture known to the world and bring Chinese IP to the international market.
Stephanie Kupperman, CEO of Licensing 360, a merchandise licensing agency, said B. Duck is the first Chinese company that her firm has cooperated with. “It is a massive brand in China, Thailand and other parts of Asia,” said Kupperman. “This is an opportunity to be very influential on a brand in the United States and build the brand story in the United States. I’m excited to be at the beginning stage of that.”
Kupperman said consumer products are only one piece of the puzzle when it comes to promoting Chinese brands to the world. She said it is also important to build social media channels, generate press awareness, and build the brand from the ground up.
China is the world’s 5th largest licensing market with the fastest growth of annual retail sales of licensed merchandise and services. Tani Wong, managing director of Greater China and Southeast Asia at Licensing International, said many foreign brands are interested in accessing the massive Chinese market.
“The Chinese licensing market is very vibrant and growing rapidly,” said Wong. “Many foreign brands are looking to enter the Chinese market, and this expo is a great opportunity for them to learn more about the market and meet potential partners.”
The Licensing Expo 2023 is a great opportunity for Chinese companies to showcase their licensed products, programs, and characters to the world. The expo is also a great opportunity for Chinese companies to find resources for cooperation and promotion plans, and to build relationships with potential partners.