The Longines Hong Kong International Horse Show. [Photo/HCEG]

The Longines Hong Kong International Horse Show was held at AsiaWorld-Expo from Jan 30 to Feb 1, drawing top equestrian riders from 13 countries and a large international audience.

The expo was co-organized by Hangzhou Convention & Exhibition Group (HCEG) and Clarion Events, marking HCEG's latest overseas venture and a new attempt to integrate major sporting events with exhibitions under a unified operation model.

By embedding a brand and lifestyle expo into a world-class equestrian event, HCEG aimed to maximize traffic, enhance the visitor experience, and create direct engagement between brands and users. Nearly 50 international and Chinese mainland brands participated, spanning smart technology, new consumption, high-end manufacturing, food and beverages, fashion, and home design.

HCEG said the model leverages the integration of sports and exhibitions, offering a high-end gateway for Chinese brands to enter global markets. Participating companies noted that the immersive, experience-driven format provided more authentic market feedback than traditional trade fairs.

The Hong Kong event reflects HCEG's broader strategy to support Chinese enterprises expanding into overseas markets. In recent years, the group has organized or supported overseas exhibitions in cities such as Barcelona, Jakarta, Tashkent, and Basel, serving over 2,000 Chinese companies.

Looking ahead, HCEG plans to replicate this model across more international and Hangzhou-based events, aligning with Hangzhou's ambition to build itself into a globally influential city of events and exhibitions.

Visitors at the sideline brand and lifestyle expo. [Photo/HCEG]