Best of British 2018 was a four-day event at the Shanghai Exhibition Centre that celebrated British culture and brands towards the end of October.
The exhibition was orchestrated by Media 10 and assisted by the British Consulate-General of Shanghai, the DIT (Department for International Trade) and the British Council. Over 300 brands exhibited their products and services ranging from technology, food and beverages, travel, innovation, fashion, innovation and design. The event was a greater success than its debut in 2017.
The exhibition was staged over 12,000 square metres space offered by the Shanghai Exhibition Centre and attracted 28,385 visitors that comprised of 5,474 VIP guests and 5,448 trade buyers.
The exhibition was conducted while preparations for the China International Import Expo (CIIE) are underway. It clearly indicated China’s increasing interest in different cultures worldwide.
Albert Zhang, the Chinese brand ambassador for British custom jewellery brand Garrard, commented that the exhibition was a major success for British businesses seeking to penetrate the Chinese market.
He said that visitors saw the best of UK by seeing brands that had a key role in British trade history.
The Head of International Trade for leading British alcoholic beverages brand Hayman’s Lee Fisher said that the two VIP and trade days helped them in building rapport with bars and hotels since these are the avenues that provide great opportunities for the gin exporter. He expressed assurance that Hayman’s will further expand in the Chinese market. Hayman’s set up the Theatre Bar which offered visitors the renowned Hayman’s Gin, Dewar’s Whiskey, traditional premium beverages and artisan beers.
The Taste of Britain Theatre flaunted a wide variety of British culinary delights for visitors to savour and relish. The gastronomic masterpieces were crafted and served by leading celebrity chefs.
The Village Green hosted a wide variety of contemporary and classic British entertainment. Britain’s greatest moments in sports, TV, film, music and theatre played on large screens for all visitors to see.
The Cream Tea Pavillion offered the quintessentially British cream tea complete with sweet treats like scones, jams and pastries. This was done while observing proper English etiquette, of course. The tea could be enjoyed in the classic British-style tearoom or against the backdrop of an exquisite, picturesque garden.
The Cinematic Theatre presented The Royal Shakespeare Company’s Macbeth starring International Emmy Award winner Christopher Eccleston and Niamh Cussack. The Royal Ballet presented Alice’s Adventures in Wonderland while the Royal Albert Hall featured a very special 25th anniversary of the Phantom of the Opera.
Thirty fashion shows were featured from the Fashion Catwalk, displaying the latest style variety from Britain. Leading fashion designers, labels and brands showed off their haute couture apparel.
John Edwards, the British Consul General in Shanghai, held the show in high regard. He commented that this was the biggest show ever conducted in China’s history to display British brands. He anticipated that the show will become an annual display of British culture, lifestyle and innovation that will encourage China-UK trade and cultural exchange.
