Best of British 2018, a four-day celebration of British brands and culture, officially ran at the Shanghai Exhibition Centre at the end of October.
Organised by Media 10, with support from the British Consulate-General Shanghai, the Department for International Trade and the British Council, the show saw 300 brands exhibiting and covering British fashion, design, travel, education, technology, innovation, food and beverages.
The exhibition filled 12,000sqm of the Shanghai Exhibition Centre and drew 28,385 visitors, including 5,448 trade buyers and 5,474 VIP guests, a record number of visitors compared to the event’s 2017 debut.
As Shanghai prepared for the China International Import Expo (CIIE), Best of British 2018 showcased China’s rising enthusiasm for international cultural experiences.
Albert Zhang, the China Brand Ambassador of Garrard, a luxury custom jewelry brand, said that the show was a huge breakthrough for the UK businesses interested in the Chinese market.
“Visitors at this year’s show saw brands with real British history and that truly represent the best of the UK,” said Zhang.
Lee Fisher, the Head of International for Hayman’s of London said: “The two Trade and VIP days helped us build relationships with many hotel and bar owners, a great opportunity for a gin brand like us with a long history in the UK. We hope this will be the beginning of an even greater expansion for Hayman’s in the Chinese market.”
There were 30 fashion shows as part of the BoB event, as well as demonstrations by well-known chefs and screening of films and musicals, including Phantom of the Opera.
John Edwards, British Consul General in Shanghai, spoke highly of the show “This is the biggest showcase devoted to British brands in Chinese history. We hope this show will become an annual celebration of the best of British innovation and lifestyle, and emerge as an important stage for China-UK business and cultural exchange.”
Media 10 has fast become one of the leading players in the media and events industry as a result of running events including 100% Design, Design Shanghai, 100% Optical, UK Construction Week and The Coronation Festival at Buckingham Palace.
