The 5th China International Consumer Products Expo (CICPE or “Hainan Expo”) will be held from April 13-18 in Haikou. The United Kingdom of Great Britain and Northern Ireland will serve as the guest country of honor at the 5th CICPE. The UK Pavilion at the 5th China International Consumer Products Expo (CICPE) will be located in Hall 5 of the Hainan International Convention and Exhibition Center. The pavilion will be themed around a British postbox square, with a design that highlights British traditional craftsmanship and modern innovative elements.

UK National Pavilion rendering. (Reference photo)

The UK Pavilion will showcase 27 renowned British brands in five main categories including beauty & personal care, British fashion, health & wellness, lifestyle, and sports & outdoor gear. The century-old porcelain brand Wedgwood, the outdoor brand Craghoppers, the professional cycling gear brand Endura, Mitre (the official math ball supplier of the FA Cup), and the world-leading swimming brand Speedo will all be on display. In addition, Tricker's, one of the oldest handmade shoe brands in the UK, will debut its new Ultralight Soft 2.0 footwear collection at the Expo. Fable England, a British hand-painted enamel jewelry and accessories brand, will exhibit its Peter Rabbit collaboration series in China for the first time. High-end products such as Monpure’s Ultralight healthy hair oil will also be put in the spotlight. The century-old royal shoe brand Loake will bring skilled artisans to demonstrate traditional British shoe-making techniques on site.

Expo mascots “Yuan Yuan” and “Xiao Xiao” are also debuting a new British themed look!  (Reference photo)

During the 5th CICPE, the UK Pavilion will host several exciting activities. Shoot a fun interactive ‘British Style Coconut Shells’ video in the UK National Pavilion, post it on your WeChat video account, and tag the British Department of Business and Trade (@英国商业贸易部). The top 10 videos will win a UK-themed gift package including customized souvenirs, fashion items, and more.

In addition, the UK Pavilion will also hold an interactive “Message to the UK” postcard activity. Participants can follow the official WeChat account of the “Department of Business and Trade”, and visit the iconic red postbox installation at the UK National Pavilion to print limited edition postcards featuring British landmarks for free.

The UK Pavilion will host an interactive postcard activity called “Message to the UK”. (Reference photo)