The Culture and Tourism Department of Shanxi Province showcased 20 top-tier enterprises at the 2026 China Cultural and Tourism IP Licensing Series and Hong Kong International Licensing Show from April 27 to 29, highlighting Shanxi's profound cultural heritage.

The Shanxi Pavilion captivated visitors with its traditional wooden dougong brackets and eaves, evoking the elegance of ancient architecture. The pavilion's green-blue facade, inspired by Chinese landscapes, illustrated the grandeur of Shanxi's mountains and rivers.

Inside were displayed an array of products, including embroidery, paper-cutting, pottery, wine, and millet vinegar, showcasing the innovative transformations of Shanxi's cultural heritage into tangible, engaging products.

The event facilitated fruitful interactions between enterprises from Shanxi and Hong Kong. The Shanxi Cultural Relics and Museum Industry Group used the platform to engage with Hong Kong's diverse sectors, aiming to license and commercialize Shanxi's cultural resources, such as murals and ancient architecture, and explore new pathways for cultural preservation and heritage revitalization.

Hong Kong guests showed keen interest in Shanxi's cultural and tourism resources. The general manager of retail at Yue Hwa Chinese Products Emporium, a leading retail enterprise in Hong Kong, praised the innovative design and IP empowerment of Shanxi's heritage products as a powerful channel for promoting Chinese culture and expressed enthusiasm for future collaborations.

Concurrent with the exhibition, a Shanxi cultural and tourism enterprise matchmaking event was held to strengthen cultural and tourism ties between Shanxi and Hong Kong and to propel Shanxi's cultural heritage onto the global stage.