The “Pavilion of IP-licensed Products by Chinese Culture” is co-organised by China Cultural Media Group and the Hong Kong Trade Development Council (HKTDC) and undertaken by China Transmission Exhibition (Beijing) Cultural Development Co Ltd, under the guidance of the Ministry of Culture and Tourism of the People’s Republic of China. The pavilion is a major activity of the “Chinese Cultural and Tourism IP Licensing Activities Series 2022”. It is also the first thematic pavilion of cultural products on hktdc.com Sourcing.
Help promote the export of cultural trade
The pavilion consists of two sections, namely “Rural Vitalisation” and “Creative Empowerment”. With cultural confidence as the core and the high-quality cultural industry as the foundation, the pavilion seizes the upward trend of the digital economy and “Internet+”, connects the domestic and international cultural markets, helps the upgrade of high-level cultural trade, and promotes the achievements of the co-operation between traditional culture and IP licensing to the international market.
Vitalise beautiful rural areas through culture
The “Rural Vitalisation” section aims to promote intangible cultural heritage products that are rooted in the rural areas and flourished among the people, as well as cultural products from the countryside.

Rural areas are the main birthplace and place of inheritance of the Chinese culture. As a country known for its many intangible cultural heritage, China has a large number and variety of intangible cultural heritage elements, more than 70 per cent of which originate in the rural areas. 2021 marked the start of China’s “14th Five-Year Plan”, which states that the rural vitalisation strategy is to be fully implemented and the safeguarding of intangible cultural heritage be integrated into the nation’s key strategic planning. Under the Plan, the potential of intangible cultural heritage in the rural areas will be further tapped to drive local development.

Rural areas have preserved more traditional cultural imprints in cultural products than cities, which manifest modernity. The cultural industry is a pillar supporting cultural vitalisation, which is an important part of the rural vitalisation strategy. Rural cultural products that are locally inspired can help increase the income of local people while celebrating culture and art and keeping the identity of the community alive.

Brighten up the fashionable lifestyle with creativity
The “Creative Empowerment” section focuses on promoting IP-licensed cultural and creative products, gifts, as well as those made in collaboration with different sectors.

Inspired by rich Chinese culture, IP licensing and cross-brand collaboration have proven to be effective for the cultural and creative industry in reaching a wider audience. Such approach adds extra meanings to relics, puts brands from different industries together to collaborate and then gain benefits from each other, and allows traditional culture to blend with the fashionable lifestyle, all of which in realising creative empowerment in and improving the quality and efficiency of the cultural industry.

In recent years, the Chinese IP licensing market has grown by leaps and bounds. With its creativity, innovation and ability to captivate and unite people, IP licensing has become widely popular and provided new ways and paths for the transformation and upgrade of cultural and tourism consumption. More and more entrepreneurs are benefiting from IP licensing development and integrated development.

The “Pavilion of IP-licensed Products Inspired by Chinese Culture” will broaden Chinese enterprises’ sales channels for their IP-licensed products. This Hong Kong platform will also provide local and distinctive cultural and tourism products with display and sales opportunities and help them go global.