[Photo/culturalink.gov.cn]

More than 40 cultural and creative companies, led by China's Ministry of Culture, made theirdebut at the 13th Hong Kong International Licensing Show running through Monday tillWednesday, to look for overseas expansion chances through licensing.

Together with regional participation from Guangzhou, Fuzhou and Hangzhou, the Chinesepavilion at the fair formed by these mainland companies was the largest to date.

Raymond Yip, deputy executive director of the Hong Kong Trade Development Council(HKTDC), the organizer of the fair, said the central government is seeking to promote themainland's cultural and creative sectors as a pillar industry.

"As comics, art and cultural companies have a better chance in tapping into new marketsencouraged by the government through licensing," he said,"Hong Kong, with robust legalinfrastructure, strong intellectual-property protection and a pool of professional licensingintermediates, will continue to help commercialize mainland cultural and creative works, as wellas promoting them to the world."

Licensors of these mainland comic and animation companies would deliver projects at the fair,such as mainland cultural heritage brand The Palace Museum, would introduce its registeredtrademark in the licensing promotion.

For another, the mainland's appetite for licensed merchandise is particularly strong as morethan 310 exhibitors from 18 countries are looking for suitable licensees, intermediates andpartners via the Hong Kong platform to expand in Asia and the mainland market at the fair.

"Licensing, as a type of intellectual property trading, helps extend brands to various productsand services such as we've seen international automobile brands licensing to baby products intapping into the mainland market," said Billy Lam, a Hong Kong certified licensing professional.

"If their businesses don't perform quite well in the original market, it's workable to earn a profitthough brand licensing."