2025-07-01

IAAPA Arrives! Leading British Experience Economy Enterprises Gather in Shanghai

>> IAAPA Expo Asia — The World’s Premier Attractions Event Lands in Shanghai

From 30 June to 3 July 2025, IAAPA Expo Asia — the largest international event for the amusement and attractions industry — will be held at the Shanghai New International Expo Centre (SNIEC). The UK Pavilion will take centre stage at Booth 2821, showcasing cutting-edge achievements across theme parks, immersive entertainment, and cultural tourism innovation. On the evening of 30 June, the UK Department for Business and Trade hosted the *UK–China Experience Economy Business Reception* at the Xinghewan Hotel in Pudong, Shanghai, with Ms Molly Mao, Product Marketing Manager of HSKC, invited to attend on behalf of the company.

>> British Creativity: Excellence in Design Revitalises Attractions, Immersive Content Powers IP Storytelling

The UK’s “experience economy” spans attractions and leisure, immersive entertainment, museums, and IP-driven content, and has experienced remarkable growth over the past two decades thanks to deep expertise, pioneering ideas, and innovative solutions. Britain’s attractions design industry is renowned for its creativity, innovation, and technical excellence. Intellectual property plays a vital economic role within both the experience economy and the wider UK creative industries, generating opportunities for impact across diverse sectors.

>> When British Magic Meets Eastern Wonders: HSKC’s Creative Evolution

Founded in London in 1972, HSKC joined fellow UK enterprises at the reception to share its 15-year journey of creative evolution — from the fairy-tale world of Captain Kid to the detective universe of Sherlock Holmes.

Dr Henry Yang, Managing Director of HSKC China, commented:

“From fairy-tale worlds to detective universes, our mission has always been to create ‘living stories’ — attractions that become timeless classics to be rediscovered again and again.”