Best of British

Best of British made its debut in Shanghai in 2017. The inaugural show drew more than 18,500 Chinese trade and public visitors, and its 50 exhibitors new to China projected around £4.9 million in sales over the following year. The second edition took place at the Shanghai Exhibition Centre in 2018. It grew to nearly 300 British brands, a sign of British brands’ growing confidence in the Chinese market. Across four days, the show spanned design, fashion, food, whisky and technology, with themed features celebrating British culture, fashion, design and cuisine. Weekdays were dedicated to trade buyers and VIP guests, connecting British brands with Chinese distribution channels. At the weekend, the doors opened to the public, offering Chinese visitors a first-hand taste of the authentic British lifestyle. The show was supported by the UK government’s GREAT campaign and the British Consulate-General Shanghai, with partners including British Airways. For many British brands, it marked their first step into the Chinese market, making Best of British a vital bridge between the business and cultural worlds of the two countries.