Programme

Ms Margaret Fong

Executive Director

Mr Lau Chun, Raistlin, JP

Under Secretary for Culture, Sports and Tourism

SPEAKERS

Opening Ceremony for HKTDC Hong Kong International Licensing Show and Asian Licensing Conference 2025 

Brand licensing has become a driving force for businesses seeking fresh ways to grow and connect with consumers. Whether through fashion, gaming, sports, food and beverage, houseware goods, entertainment experiences or music, licensing offers an agile and a cost-effective path to enter new markets and capture untapped opportunities. 
In today's fast-moving global marketplace, staying ahead of trends is vital for licensing success. Take for instance, how digital platforms and AI are transforming the licensing landscape; or consider the increasing demand for eco-friendly products and sustainable practices, which is reshaping how brands master the licensing strategy. In this session, Ms. Maura Regen, President of Licensing International, will share her expert analysis and insights of market dynamics, opportunities and challenges, and key trends shaping the global licensing landscape through 2025 navigating this evolving marketplace.

Ms Maura Regan

President and CEO

SPEAKER

Global Licensing Trends to Watch in 2025

The story of Peanuts is nothing short of extraordinary. From its humble start as Charles M. Schulz's comic strip in 1950, Peanuts has grown into one of the most enduring and beloved brands in the world. Today, Snoopy, Charlie Brown and their Peanuts gang transcend their comic origins, inspiring animated content, stage shows, live experiences and retail programmes worldwide. What is truly remarkable about Peanuts is its incredible staying power. As the brand approaches its 75th anniversary, it continues to dance gracefully between honoring its rich heritage and embracing fresh innovation. 

In this session, our speaker will lift the curtain on the sophisticated strategies that keep Peanuts popular and beloved across generations. We will explore how Peanuts consistently identifies and capitalises on partnership opportunities that resonate with today's consumers while staying true to Charles Schulz's original vision - those universally relatable characters, meaningful themes, and that instantly recognisable artistic style that captured hearts worldwide. The discussion will reveal the intricate process of analysing consumer behaviour, market trends, and retail patterns that inform the brand's evolution. As we look ahead to the 75th-anniversary celebrations, our speaker will share exciting initiatives that promise to delight longtime fans while creating magical new experiences for the next generation of Peanuts enthusiasts. 

MODERATOR

Mr Maarten Weck 

Executive Vice President, Global Partnerships & Licensing 

Mr Tim Erickson

Executive Vice President, Peanuts Worldwide & WildBrain Brands

Keynote - Snoopy's 75th Anniversary: The Beagle That Captured Our Hearts

Mr Chang An

Host

Ms Qin Ting

General Manager

Mr Jacky Chung

Director, Chinese Mainland

China Opportunity: Opening Ceremony

Driven by the waves of globalisation and digitalisation, Chinese cultural intellectual properties (IPs) are poised for international breakthrough.  This session brings together three distinguished guests from the Beijing National Library, the Beijing Municipal Cultural Relics Bureau and Ocean Park Hong Kong to discuss the unique position of Hong Kong as a “super- connector”, helping to overcome cultural barriers and market challenges.  Through compelling case studies, they will explore strategies for creating cultural IPs that remain authentically Chinese while resonating with global audiences.

This session offers practical insights for Chinese cultural brands seeking global expansion. Attendees will discover effective approaches for promoting traditional IPs globally and learn from Hong Kong’s innovative work in commercialising cultural IPs and brand licensing.  The discussion will reveal creative pathways for Chinese culture to thrive in the global licensing landscape.

Mr Lichao Zhang

Chairman

Mr Pan Wei

Deputy Director 

Mr Gabriel Kwong

Panda IP Creator

China Opportunity (1) - Hong Kong’s Unique Position to Take Chinese Cultural IP Global

The Chinese animated blockbuster “Ne Zha 2” has captured global attention, breaking box office records and sparking a merchandise buying frenzy, with mainland media humorously dubbing it “the Ne Zha thirst”.

As “Ne Zha 2” merchandise continues to fly off shelves, another distinctive cultural IP— traditional Chinese music— is also making its mark on the global stage. Movie enthusiasts will undoubtedly recognize the musical works of erhu virtuoso and film composer Wan Pin Chu. He skilfully blends Chinese and Western music, enhance films significantly and helping them succeed internationally.

In this session, Mr Chu will share his insights on film scoring, explore practical experiences and future trends in the global reach of entertainment industry, and discuss how to use film music as a platform to bring the essence of Chinese culture to audiences worldwide.

Mr Chu Wan Pin

Erhuist and Film Composer 

Licensing Academy I - China Opportunity (2) - A Dialogue with Wan Pin Chu, Music Composer of “Ne Zha”

Unlocking Opportunities in Mainland IP

The Licensing International Asian Awards 2025 (By Private Invitation Only)

Advanced VR and AR technologies are bringing audiences to spectacular new realms of entertainment. Imagine exploring Egypt's ancient pyramids with friends in mixed reality, or stepping into virtual theme parks where beloved characters come into life. Entertainment venues are transforming ordinary spaces into extraordinary adventures where digital innovation meets reality. This move reflects how younger generations prioritise immersive and shareable experiences over traditional entertainment. From escape rooms to art galleries and museums, these multi-sensory experiences create moments of pure wonder, reinventing storytelling and audience engagement. For brands and IP owners, this opens up endless opportunities to connect with audiences in creative ways. 
In this session, our speakers will shed lights on the development of the VR immersive journey "Horizon of Khufu" and reveal the key factors behind its world tour success. They will share how the experience was adapted for different markets through location-specific variations. There will be discussion on emerging trends in immersive experiences and location-based entertainment within the licensing industry, examining global audience expectations and targeting strategies. The speakers will also explore how advancing VR and AR technologies are reshaping storytelling, sparking new excitement and unlocking new business opportunities for brands and IP owners.

Mr Ethan Tang

Licensing Academy II - The Future of Storytelling: How Technology Transforms Narrative in Immersive Art

When South Korean pop star Lisa becomes utterly captivated by the nine-toothed little monster LABUBU, and global music icon Rihanna attaches a LABUBU vinyl plush onto her tote bag, it’s clear that POP MART has quietly sparked a global trend. Through its diverse and imaginative portfolio of IPs, POP MART has captivated young audiences in search of art, surprise, and beauty—establishing a distinctive cultural phenomenon at the intersection of designer toys, contemporary art, and pop culture. As fans increasingly share their POP MART collections to create emotional connections with others, the brand continues to emerge as a powerful medium for cross-cultural communication.

In this session, our guest speakers will explore the reasons behind POP MART’s strong cross-cultural appeal. Topics will include the company’s strategic approach to long-term IP development and the ways it consistently brings fresh surprises to the market. POP MART will also share how it has built a global toy trend that resonates with consumers worldwide, along with its vision for future growth.

Ms Karen Chen

Vice President

STAR Session - A Conversation with POP MART

The Smurfs, the beloved blue characters created by Peyo (Pierre Culliford), have evolved far beyond their Belgian comic origins over their 70-year history. Their enduring appeal stems from core values like environmental consciousness, friendship and caring for others. The brand has modernised by addressing contemporary issues, including gender equality with the introduction of more female characters. In collaboration with the United Nations, UNICEF and the United Nations Foundation, the Smurfs actively inspire people of all ages to contribute to a more sustainable and peaceful world. Their commitment to environmental responsibility extends to collaborations with fashion brands, where they champion eco-friendly products while encouraging sustainable business practices across their partnerships.
This session explores how the Smurfs' global popularity and core values can be harnessed to promote environmental awareness and sustainable practices worldwide. The discussion will examine the growing trend of using beloved IPs to advance social causes globally. The speaker will share innovative approaches for sustainability initiatives through strategic partnerships while maintaining brand authenticity. Youth engagement through character licensing and proven approaches for building successful partnership with international non-profit organisations, demonstrating how iconic characters can drive meaningful social impact through creative IP licensing strategies will also be covered.

Ms Fabienne Gilles

Chief Commercial Officer

Ms Marie Van Buggenhout

Senior Licensing Manager

How to Mix Fun and Sustainability in a Smurfy Way?

Museums are evolving beyond traditional gift shop merchandise into new licensing territories. By leveraging innovative strategies, they can extend their brand reach and share their collections with global audiences. Strategic commercial partnerships, enhanced by creative approaches and advanced technologies in areas such as immersive experiences and gaming, are creating additional revenue streams beyond physical visitor attendance and conventional retail.

The Egyptian Museum in Cairo (EMC) and the National Museum of Egyptian Civilization (NMEC) are pillars of Egypt's cultural heritage. Established in 1902, the EMC is the oldest archaeological museum in the Middle East, housing over 170,000 artifacts, including the world’s most extensive collection of Pharaonic treasures. The NMEC offers a chronological journey through Egypt's civilization, with its Royal Mummies Hall as a key highlight. Both museums bring Egypt’s history to life through their unique collections. In this session, speakers will showcase the most remarkable artifacts from both museums, with a special focus on pieces that have commercial potential or have already been successfully adapted into contemporary products. The discussion will explore licensing opportunities across home décor, fashion, and immersive experiences, emphasizing partnerships that honor the timeless allure of Egyptian civilization while preserving and sharing this invaluable cultural heritage with global audiences.

Ms Tani Wong

Managing Director, China & Southeast Asia

Dr Ali Abdelhalim Ali

General Director

Dr Nashwa Gaber Mohamed

Deputy Director for Archaeological Affairs 

Tapping into the Timeless Allure of Ancient Egypt: Licensing Opportunities with Museums

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EVENT AT A GLANCE

More than nine lives for this brand

Character brand became online sensation with cute animal looks

Local character Charging Buddies Take Fly at Licensing Show

Hong Kong’s tumblers wobble into Taiwan

Taiwanese cat characters promote culture overseas

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