At the core of every recognisable brand and products, intellectual property (IP) is the key driver of value creation and commercialisation across industries.
In reference to the trademarks, patents, designs, and copyrights, Hong Kong’s IP sector accounts for approximately 30% of the city’s GDP and total employment, according to analysis from the HKTDC.
With the HKTDC Hong Kong International Licensing Show (HKILS) returning on Apr. 27-29, Hong Kong yet again reinforces its position as the leader in Asia’s licensing industry.
Hosted at the Hong Kong Convention and Exhibition Centre in Wan Chai, the HKILS is a one-stop platform for global, regional and local licensors and brands to connect and collaborate with licensees and traders in a multitude of industries. More than 600 brands and IPs are showcased across multiple verticals during the three-day business platform.
From arts and culture, animation and character, entertainment and lifestyle, to sports and food and beverage (F&B), HKILS 2026 is expecting more than 330 exhibitors from eight countries and regions, including Chinese Mainland, Hong Kong, Japan, Korea, Macau, Singapore, Taiwan, and Thailand.
The Asia Licensing Conference (ALC) is running concurrently alongside Hong Kong International Licensing Show, under the theme of “Connecting Creativity ∙ Unlocking Licensing Power” bringing together industry experts and visionaries to lead conversation and provide key analysis in topics ranging from F&B licensing, emotional economy, location-based entertainment, virtual idols, and more.
In the F&B industry, Hong Kong hospitality brands have quickly embraced IP collaboration to generate hype with consumers and drive new business in a creative manner.
Hong Kong brand collaborations such as Lee Kum Kee x Five Guys Chilli Sauce, and Pizza Hut Hong Kong x ONE PIECE have highlighted the growing intersection of IP and F&B, tapping into new audiences to reinvigorate food brands.
On Apr. 28 from 4:05 PM to 4:50 PM, the ALC is hosting From Playroom to Plate: Unlocking New Growth through F&B Licensing, a session moderated by Tani Wong, Managing Director of China & Southeast Asia of Licensing International, and led by speaker Natalie Chan, Director of Location-Based Entertainment & Promotion Partnerships for Hasbro.
The F&B industry is Asia’s fastest growing licensing category, with 68% of total license agents attributed to the industry. With themed popup cafés, character-inspired beverage concepts, and cross-category collaborations playing key roles in the blending of food and culture, Chan is at the forefront of this fusion, overseeing the development of Hasbro’s branded experiences and IP storytelling across the region.
In the session, Chan will share how Hasbro is capturing opportunities in the F&B licensing space to bring the heritage toy licensor into new customer segments and audiences.
“With its history in toy manufacturing and branding, Hong Kong has been a strong incubator market with all industry players eyeing the city and the Hong Kong International Licensing Show and Asian Licensing Conference” Chan shares with Foodie. “Both shows attract a lot of international big players to conduct global meetings and interact with global clients.”
Hong Kong acts as a key destination for global brands to explore business opportunities in the burgeoning IP industry, Chan argues. “Hong Kong’s infrastructure and financial system and proximity to the Chinese Mainland and Southeast Asia facilitates this international marketplace whereby the city is seen as a preferred place for collaboration in IP.”
Speaking on why business professionals in the IP, branding, and food and hospitality industries should attend the Hong Kong International Licensing Show and Asian Licensing Conference, Chan states that the event provides “a good opportunity to witness how intellectual property is applied in products or services across different fields like hospitality concepts and consumer experiences, and the best strategies to push IP into the market.”
Engaging with sessions throughout the Asian Licensing Conference’s programme and interacting with global brands spanning the world, attendees have the opportunity to meet with stakeholders in different industries and collaborate in meaningful ways.
With their mission in “create joy and community through the magic of play”, Hasbro is championing their playing to win strategy in expanding their reach with kids, families and fans across every touch point of daily life, including food and hospitality.
“When you think about F&B, you understand how dynamic and emotionally engaging dining can be for people. We are expanding our collaboration with F&B brands to deliver new experiences to our fans and families,” Natalie says.
In 2022, Hasbro licensed to open the Peppa Pig Play Café in Hangzhou, China, featuring six settings from the Peppa Pig world and offering Peppa Pig-themed food items targeting children ages 2-5.
Bringing together one of Hasbro’s key brands, Monopoly, and KFC, a 2025 partnership saw the launch of a KFC-themed Monopoly playing board with a new bucket deal available in stores across China.
In March 2026, Hasbro hosted a My Little Pony pop-up café at a local Taiwanese eatery in Singapore, launching 10 new dishes featuring characters from the beloved children series.
With Hasbro’s continued F&B partnerships, drawing IP and food together for a powerful synergy, the goal is “to further build up the enthusiasm [of our brands] and to further build up [fans’] love towards our brands.”
F&B professionals, restaurateurs, chefs, and brand ambassadors have the opportunity at HKILS and ALC to explore how their F&B images, IPs, brands, and products can embrace new platforms and positions to interact with diners and consumers in novel ways.
Admission for the HKTDC Hong Kong International Licensing Show is free. The fair will be open from 9:30AM to 6:30PM on Apr. 27-28 and 9:30AM to 5:00PM on Apr. 29.
Ticketing information:
This feature was brought to Foodie in partnership with HKTDC.
