Our Takeaways from China Licensing Expo

As you may have already seen on our social media pages, on behalf of the organizers, this year we arranged the first official international delegation to participate in the China Licensing Expo 2025. It was a remarkable experience for us and officially established our role as networkers in the international licensing industry, from the West to the Far East.

The eighteenth edition set new records, featuring over 566 exhibitors and more than 2,600 properties. Attendance reached nearly 100,000 visitors, a 14.9% increase from the previous year. More than 5,600 international attendees visited the show, representing a growth of over 100%. The three main pavilions were filled with Asian innovations and global properties, viewing the market as highly strategic. Two new pavilions created a link between the toy industry and licensing.

There is increased attention toward the Asian market, particularly Western brands moving East. Notable examples include WildBrain CPLG, Miffy, Moomin, Smiley Company, Hasbro, Universal, and a massive Disney booth. Worth mentioning is ALFILO BRANDS, which showcases museum brands and The British Museum’s development in Asia.

In China, the Japanese world’s appeal is strong, with Sanrio and The Pokémon Company International leading, followed by IPs evoking manga and anime aesthetics. This demonstrates how generational trends know no geographical boundaries. The trend of collecting digital cards via Alipay, inspired by manga, deserves attention.

Picasso deserves special mention. The signature style and artwork of one of the world’s most renowned painters are well recognized in Asia, with collections spanning fashion to beverages, including immersive exhibitions.

Korea was present with collective spaces, demonstrating Korean brands’ international growth. We highlight Tomarmon and Taiwan’s Jimmy Liao, with his enchanting, illustrated world.

The emerging trend is an increased focus on Asian Properties. Many brands are introduced to European markets by Chinese licensors, riding the Labubu Doll phenomenon. Among character-driven properties are M.Lan Panda, with plush toys; Monday Bruce, a sad rabbit with unboxing figures; Happy Superman, an Art Toys line; Sparkle Collection, inspired by Hong Kong; and Meowzart, characters developed for licensing. These represent just a few brands ready for international debut.

From Licensing Magazine