Programme

Ms Sophia Chong

Executive Director

SPEAKER 

Opening Ceremony for HKTDC Hong Kong International Licensing Show and Asian Licensing Conference 2026 

The global licensing industry is fast evolving, with creativity and strategic collaboration redefining how brands grow and future-proof their value. No longer confined to simple brand extensions, licensing is driving innovation across sectors, from museums rethinking retail beyond traditional souvenirs to playful IP strategies in food and beverage, and the use of blind-box mechanics that tap into collectability and anticipation, driving repeat engagement. In sports, athletes are emerging as IPs in their own right, while unconventional characters and virtual idols are increasingly resonating with Gen Z and Gen Alpha audiences.
In this session, Ms. Maura Regan, President of Licensing International, will explore how regional market dynamics, shifting consumer behaviour and emerging IP models are reshaping the global licensing landscape. Drawing on global data and case studies, she will highlight key trends through 2026 and identify where the most compelling opportunities lie for brands pursuing sustainable growth in a competitive market.



Ms Maura Regan

President and CEO

Global Licensing Trends to Watch in 2026

Sports licensing is one of the most borderless and scalable models in the global IP economy. A joint study by FIFA and the WTO estimates that the FIFA World Cup 2026 alone could generate US$40.9 billion in GDP and support more than 800,000 full-time jobs worldwide, highlighting the sector’s immense commercial reach. The licensing model itself is also evolving. 
This session examines the commercial potential of sports licensing, key global categories, and major revenue growth drivers. 

THE LICENSING ACADEMY IS POWERED BY

MODERATOR

Mr Alessandro Villa

Senior Licensing Manager

Mr Ivan Chan

Founder and CEO

Keynote – Winning Off the Field: The Business Strategy behind Successful Sports Licensing

The Licensing International Asian Awards 2026 (By Private Invitation Only)

The Art and Cultural sector has long been recognised as an area with extensive potential for intellectual property (IP) licensing, particularly in its capacity to engage audience, generate revenue, and promote culture. 

A recent example is the Hong Kong Palace Museum’s current Special Exhibition “Ancient Egypt Unveiled: Treasures from Egyptian Museums”. Since it’s opening in November 2025, the exhibition has become one of the most popular exhibitions in Hong Kong and attracted over 300,000 visitors. The exhibition-related merchandise developed by the Museum proved to be highly sought after, generating revenues multiple times greater than previous exhibitions. This interest is notably fueled by the rapid sell-out of the Ancient Egypt Unveiled Blind Box collection, and a series of black-cat-themed products. Beyond the impressive figures, the exhibition serves as a compelling case study on how museums can convert cultural storytelling into high-performing and youth-oriented IP.

In this session, the speaker will share the factors contributing to the campaign’s success and how the Museum transforms traditional IPs to resonate with its audience. Additionally, the speaker will outline the Museum’s strategies for promoting cultural IPs and highlight the emerging trends which will shape the next phase of cultural licensing.



Mr Brian Yuen

Deputy Museum Director (Museum Operations)

Art Meets Commerce: The Hong Kong Palace Museum’s Licensing Success          

Gen Z’s purchasing power, particularly in Asian markets, should not be underestimated. Virtual YouTubers (VTubers) are emerging as a powerful IP for engaging this audience. Designed to perform like human artists, they interact with fans through daily livestreams and interactive content. Advances in motion capture and real-time technology have also enabled immersive virtual concerts. Leading virtual idols, more colloquially known as VTubers, such as Houshou Marine from Japan’s hololive production, with over 4.3 million YouTube subscribers, and Hoshimachi Suisei, with nearly 2.9 million, are redefining fan engagement at scale. COVER Corporation has grown from a start-up to a publicly listed company with a market capitalisation exceeding 100 billion JPY in 9 years.
In this session, Mark Mao, Vice President of  Strategic Sales Department of COVER Corporation from Japan will share practical marketing experience and insights from cross-brand collaborations. The discussion will examine how VTubers resonate with Gen Z through strategic social media engagement and innovative content. Key topics include fan spending behaviour, emerging licensing opportunities, and creative strategies for building sustained loyalty in an evolving digital entertainment landscape.


Ms Yvonne Chou

Head of Global Marketing

Mr Mark Mao

Vice President of Strategic Sales Department

VTubers: Redefining Entertainment in the Digital Age                                                           

Location-based entertainment (LBE) is redefining how fans are engaged with their favourite shows and stories. The success is clear: "Squid Game: The Experience" has drawn over half a million visitors across five major cities worldwide by 2025, while "Friends: The Experience" has attracted more than 950,000 fans throughout the UK and Europe. These remarkable numbers demonstrate why LBEs have become a critical strategy for TV and film franchises. When fans can step into, share, and emotionally connect with these worlds in person, LBEs deliver powerful results. They deepen audience engagement, strengthen brand loyalty, and unlock new revenue streams. This success is driven by growing consumer demand for immersive experiences they can enjoy together, ways to reconnect with beloved stories, and opportunities to interact with innovative technology.

In this session, George Wood, Managing Director of The Luna Entertainment Group, will share behind-the-scenes LBE success stories and examine how licensing strategies are evolving far beyond traditional merchandise. From immersive destinations to escape rooms and live activations, the discussion will explore how IP owners can keep franchises fresh, culturally relevant, and commercially resilient while transforming entertainment brands into long-term, experience-led revenue engines.

Mr George Wood

Founder and Managing Director

The LBE Revolution: Engaging Audiences Beyond the Screen                                                  

Unconventional toys have become a global sensation, and Fugglers sit at the heart of this shift. With their human-like teeth, crooked smiles, and deliberately “ugly-cute” designs, Fugglers reflect a growing emotional economy, where consumers, especially Gen Z and Millennials, prioritise emotional connection, self-expression, and humour over perfection or practicality. Even during economic uncertainty, young consumers seek comfort, companionship, and collectability through objects that feel authentic and rebellious. Fugglers champion individuality, showing children that weird can be wonderful, while adults reconnect with a nostalgic appreciation for imperfection. Their intentionally flawed design pushes back against a filtered, optimised world. The rise of pocket-sized Baby Fugglers further strengthens collectability, online communities, and the joy of playful, mischievous self-expression.
In this session, Mark Kingston, CEO &amp; Co-Founder, Libertas Brands Ltd, will explore why Fugglers resonate so strongly with younger consumers, focusing on design, emotional attachment and collectability. The discussion will also examine the role of internet culture, visual virality, and playful mischief in driving their popularity, as well as what this success reveals about the future potential of the emotional economy, particularly in Asia, and how brands can sustain long-term emotional connection.

Mr Mark Kingston

CEO and Co-Founder

STAR Session: Perfectly Imperfect: The Rise of Fugglers in the Emotional Economy

Food and Beverage (F&amp;B) licensing in Asia is accelerating rapidly and is poised to become the region’s fastest‑growing licensing category in 2026.  While fashion remains the leading sector - cited by 71% of licensing agents - F&amp;B has surged to a close second at 68%, driven by rising demand for experiential, lifestyle‑focused IP.  This momentum is reflected in the proliferation of themed pop‑up cafés, character‑inspired beverage concepts, and cross‑category collaborations that blend food, culture and lifestyle in new and engaging ways.

As one of the world’s most iconic toy and entertainment licensing companies, Hasbro has successfully evolved beyond traditional toy categories to build powerful lifestyle and consumer touchpoints.  This session will explore how Hasbro identifies, evaluates and captures opportunities in the fast-growing Food &amp; Beverage (F&amp;B) licensing space - transforming beloved IPs into immersive dining experiences and scalable retail food products.

In this discussion, the Hasbro representative will share first-hand insights into how a heritage toy licensor expands its brand presence through themed cafés, pop-up dining concepts and retail food offerings, reaching new consumer segments beyond children and families.  Through selected successful and interesting case studies, the session will illustrate how Hasbro collaborates with F&amp;B partners to balance brand integrity, consumer experience and commercial performance.

The speaker will also shed light on market size, sales performance and consumer demand trends, offering tangible figures and observations to demonstrate how big - and how fast-growing - the F&amp;B licensing opportunity has become.  Topics will include key success factors, regional market differences, and how F&amp;B serves as a powerful brand-building and revenue-generating channel within Hasbro’s broader licensing ecosystem.

Designed for brand owners, licensees, retailers and F&amp;B operators, this session will provide valuable inspiration and practical takeaways on how established IPs can successfully crossover from shelves to dining tables - turning storytelling into taste-driven business growth.


Ms Tani Wong

Managing Director, China & Southeast Asia

Ms Natalie Chan

Director, Location‑Based Entertainment & Promotion Partnerships

From Playroom to Plate: Unlocking New Growth through F&B Licensing

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Hong Kong’s tumblers wobble into Taiwan

Taiwanese cat characters promote culture overseas

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