China Licensing Expo 2025 — Asia’s largest exhibition for brand licensing, intellectual property, and franchising in Shanghai

China Licensing Expo 2025 is the largest exhibition in Asia dedicated to brand licensing, intellectual property, and franchising. Held annually in Shanghai, it serves as the most important platform for licensors, brand owners, distributors, retailers, and franchise operators. The 2025 edition will cover 50,000 sqm, bringing together more than 1,000 brands and over 500 exhibitors. Tens of thousands of professional visitors from China and abroad are expected, including buyers, retailers, marketers, and investors. The event is recognized as the strategic gateway for global brands to enter the Chinese market, one of the world’s fastest-growing consumer hubs.

The expo covers all aspects of licensing and franchising. Exhibits include global brands from the toy, fashion, sports, entertainment, culture, and art sectors. A special focus is placed on licensing intellectual property such as cartoon characters, movie franchises, sports clubs, cultural projects, and digital content. Business models of franchising, modern retail and marketing strategies, as well as solutions for global expansion, will also be presented.

Participants will include major international and Chinese brands, IP owners, licensing agencies, distributors, wholesalers, retailers, and franchise operators. The event attracts investors, marketing firms, merchandising specialists, and startups seeking cooperation with well-established global brands. This diversity makes the expo a hub for contract negotiations, new partnerships, and expanding business both in China and internationally.

Exhibits will showcase licensed brands from fashion, toys, entertainment, and sports, as well as franchising concepts for retail and HoReCa. Marketing and promotion solutions, along with digital content such as online games, mobile applications, and new media projects, will also be featured. Attendees will discover ready-to-market projects and strategies for brand integration into new markets.

China Licensing Expo 2025 will take place at the NECC, one of the world’s largest exhibition venues, located in the Hongqiao district of Shanghai. With its modern infrastructure and excellent accessibility, the venue is perfectly suited for large-scale international events.

The event is organized by Informa Markets, a global leader in exhibition management, together with CTJPA — the China Toy & Juvenile Products Association. This collaboration ensures professional organization, strong international networks, and broad industry participation.