Around 60 British companies to participate in CIIE

Around 60 British companies will participate in the upcoming China International Import Expo (CIIE), said John Edwards, British consul-general in Shanghai.

Edwards told Xinhua when attending the ongoing Best of British show, which opened Thursday, that the UK will set up a national pavilion at the expo featuring creativity and innovation.

The pavilion will cover around 350 square meters accommodating about 30 British companies.

The other 30 companies from sectors including tourism, technologies, culture and education will be displayed in the enterprise and business exhibition area, according to Edwards.

One of the national pavilion highlights will be virtual reality (VR) experiences. Audiences are expected to enjoy "live orchestra performances" via digital and interactive devices provided by Inition, a British creative innovation company.

The UK will also bring the only replica of Barclays Premiership Trophy Cup to the exhibition, as sports is considered an iconic British symbol.

"CIIE is not a normal trade show, it is a celebration of China's 40 years of opening up. It is an amazing chance to highlight the things the UK has been working on with China in the areas of innovation, creativity, AI, and Fin-tech," said Edwards.

CIIE also helped attract more British exhibitors and Chinese buyers to the 4-day Best of British show.

This year, around 300 British companies participated in the show, doubling the number from last year.