Spreading Hong Kong’s can-do spirit through licensing

Andox &amp; Box and Centurion released a co-branded, limited-edition suitcase.

25 April 2017

<h4>Hong Kong is one of Asia’s most prominent licensing hubs. Many local creative brands use the Hong Kong platform to expand into markets on the Chinese mainland and in Southeast Asia. One of such brands, “Andox &amp; Box”, created by renowned artist Andy Lau, has successfully expanded into the mainland market in recent years and developed an array of licensing businesses.</h4> Focus Licensing Limited is a company that specialises in entertainment, film and performing arts related licensing. The company is helmed by a team of professional and seasoned licensing experts. This year, the company participated in the Hong Kong International Licensing Show for the first time, sponsoring the VIP Luncheon on the first day of the show and joining the show’s mascot parade. The company featured Andox &amp; Box at the show and successfully attracted Centurion, one of Asia’s most prominent suitcase brands, to a licensing partnership. Centurion has been looking for a partner brand that embodies “youthfulness, enthusiasm and positivity”, and it found a match in Andox &amp; Box, a brand that encapsulates the diligence and hardworking spirit of the people of Hong Kong. Focus Licensing’s General Manager, Samuel Chan, said that after three months of preparation, the two companies released a series of co-branded suitcases. This project, match-made by the Licensing Show, was even extended to the Chinese mainland. In March, Andox &amp; Box was invited to be an ambassador of the inaugural China Soft IP Conference. “The organiser of the event, the Communication University of China, is very influential in the mainland media. We seized the promotion opportunity and offered the co-branded, limited-edition suitcases we produced with Centurion to the industry professionals who attended the press conference; and created a buzz on social media,” said Chan. He revealed that apart from raising the profiles of the two brands on the mainland, the event allowed him to meet several new partners to explore further licensing opportunities. Chan said that the Hong Kong International Licensing Show is known as the “Oscars” of the Asian licensing industry. In addition to bringing together key licensors from around the world, the show creates opportunities for Hong Kong’s companies to meet more licensors, agents and buyers and to exchange and learn about the latest industry developments.

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