The 'biggest exhibition ever of famous British brands and companies' opened its doors in Shanghai today with the aim of forging closer business partnerships between the UK and China.
A total of 150 brands with over half being showcased for the first time are being exhibited including Rolls Royce, Fortnum & Mason, Madame Tussauds, and high-profile food and whiskey, design, fashion and technology brands.
The British Consul-General in Shanghai, John Edwards said at the opening: "This significant event shows how China is growing and changing and how consumers are looking for quality, excellence and for individuality. The Chinese are ready for the best of British.
"The event also shows how the UK is expanding and growing its global footprint and its global ambitions. We want to do things bigger and better than anyone else."
The four-day event at the Shanghai Exhibition Centre is sponsored by British Airways and is expected to attract over 5,000 trade customers as well as 50.000 consumers from all over China.
Visual displays include film of iconic British events such as Wimbledon, Royal Ascot, polo, Mr Bean - a big favourite with the Chinese - and Peppa Pig as well as waxworks of The Queen, Kate Winslet and David and Victoria Beckham and a daily catwalk fashion show.
The show is also supported by the British government through the GREAT campaign, Visit Britain and the Department of Trade and Industry.
Media 10 chief executive Lee Newton said: "This is the biggest show of its kind ever held in China in support of British business and showcases our culture and our heritage in a unique and passionate way. We hope this will lay the foundations for new British brands and businesses to make their mark in China as well as help those which are already established strengthen those business links."
