鈥楤est of British鈥 to be a star at CIIE
Print Edition
Around 60 British companies will participate in the upcoming China International Import Expo, said John Edwards, British consul-general in Shanghai.
Edwards said when attending the ongoing Best of British show, which opened Thursday, that the UK will set up a national pavilion at the expo featuring creativity and innovation.
The pavilion will cover around 350 square meters accommodating about 30 British companies.
The other 30 companies from sectors including tourism, technologies, culture and education will be displayed in the enterprise and business exhibition area, according to Edwards.
One of the national pavilion highlights will be virtual reality experiences. Audiences are expected to enjoy 鈥渓ive orchestra performances鈥 via digital and interactive devices provided by Inition, a British creative innovation company.
The UK will also bring the only replica of Barclays Premiership Trophy Cup to the exhibition, as sports is considered an iconic British symbol.
鈥淐IIE is not a normal trade show, it is a celebration of China鈥檚 40 years of opening-up,鈥 said Edwards. 鈥淚t is an amazing chance to highlight the things the UK has been working on with China in the areas of innovation, creativity, AI, and fintech.鈥
CIIE also helped attract more British exhibitors and Chinese buyers to the four-day Best of British show.
This year, around 300 British companies participated in the show, doubling the number from last year.
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