As you enter the UK Pavilion at the 5th China International Consumer Products Expo, you’ll discover a truly British atmosphere - Expo mascot Xiao Xiao wears a British gentleman’s hat and smiles joyfully, looking playful and smart. Meanwhile, mascot Yuan Yuan holds a very British looking umbrella, posing with both elegance and vitality.

The guest country of honor at the 5th CICPE, the UK Pavilion’s theme is ‘British Craftsmanship in Hainan’, showcasing the UK's unique fusion of historical heritage and innovation. On April 13, the first day of the Expo, the UK Pavilion officially opened, showcasing the products of 27 top British companies.

On April 13, the UK Pavilion, the guest country of honor at the 5th CICPE, opened at the Hainan International Convention and Exhibition Center. (Photo: Chen Yuancai / Hainan Daily)

“Last year, the UK Pavilion made its Hainan Expo debut. This year, the UK is the Expo guest country of honor.” Meng Shiran, British Consul General in Guangzhou is once more at the Expo, where he expressed his hope to make use of the event as a ‘global consumer product display and trading platform’ in order to help more British companies enter the Chinese market and bring more high-quality British products to Chinese consumers.

The design of the UK Pavilion highlights the perfect fusion of traditional British craftsmanship with modern innovative elements. Centered on a British Postbox Square, the Pavilion extends outwards to the surrounding streets and alleys, with natural stone paving tiles creating a deeply nostalgic retro British style. As you stroll along the square or wander through the streets, it feels as if you’ve walked into a space-time warp, landing in a classic British scene.

On Apr. 13, British and Chinese attendees chatted in the UK Pavilion at the 5th CICPE. (Photo: Sun Xiaotian / Xinhua)

The UK Pavilion, located in Hall 5 of the main Expo venue, covers an area of around 250 square meters, and displays the heritage and craftsmanship of 27 high-end British companies, with over 100 UK brands on display in five main categories: beauty and personal care, British fashion, consumer health, lifestyle, and outdoor sports, unlocking a complete ‘quality tradition to scientific innovation’ experience for eager shoppers. For example, Tricker’s, one of the UK’s oldest handmade shoe brands, highlighted their new, soft, ultra-light shoes and boots at the Expo. Fable England, a British hand-painted enamel jewelry and accessories brand, brought its Peter Rabbit collaboration collection to China for the first time, and Monpure’s feather-light glow-up oil also made its debut.

Attendees visited the UK Pavilion at the 5th CICPE on Apr. 13. (Photo: Chen Yuancai / Hainan Daily)

The total exhibition area for UK products at this year’s Expo is over 1,300 meters, and 53 UK brands in the areas of fashion, beauty, home, health, outdoor equipment, and jewelry are on display, about twice as many as in the previous Expo.

“The UK and China have a long history of bilateral exchanges. Bilateral economic and trade cooperation has achieved strong increases in the past decade, with trade and investment becoming smoother and more active than before.” Douglas Alexander, UK Minister of State at the Department for Business and Trade, hopes that the Expo will bring real benefits to British companies operating in China as well as Chinese investors and companies.

Colorful porcelain teacups on display in UK Pavilion at the 5th CICPE. (Photo: Chen Yuancai / Hainan Daily)

“The Expo is a great opportunity for us to meet with both old and new partners." Many British brand managers stated that they regard China as a key market for their companies, and that participating in the Hainan Expo is an important step as they expand their markets in China. Actually, in duty-free shops across Hainan, including Haikou, Sanya, Wanning, Qionghai, and other parts of the island, many high-end UK brands have already been available for years, bringing excellent craftsmanship to more and more happy customers and helping turn the province into a popular shopping destination.

Shen Jiesi, director of the British Pavilion, said that the Hainan Free Trade Port has broad development prospects, and the province’s pilot policies have attracted many British companies to Hainan. She looks forward to the two sides strengthening cooperation and sharing new opportunities for opening up and development.