£150m boost for UK and China creative industries

2015 marks a significant year for UK-China relations with the first ever UK-China Year of Cultural Exchange.To further strengthen the relationship, the two countries have bilaterally announced at the GREAT Festival of Creativity in Shanghai to reach partnerships in creative areas spanning across a wide range of industries including tourism, healthcare, film and TV, e-commerce and financial services.The collaborations include new flights between Birmingham and Beijing; co-creation of a documentary The Magic Museum and a supporting app Magic M between the British Museum, Chinese broadcaster CCTV and digital media agency Yadii; as well as Royal Mail’s new shop front on Alibaba’s Tmall Global e-marketplace, estimated to bring in £150 million to the UK economy over the next five years.UK-China Year of Cultural Exchange, which comprises two seasons of culture - a UK season in China from March until July and a Chinese season in the UK in the second half of the year, was officially announced during China's premier Li Keqiang’s visit in the UK last June.The aim of the Year is to encourage cultural exchange and collaborations between global enterprises in the arts and creative industries.As a highlight of the UK season, HRH the Duke of Cambridge came to Shanghai to open the three-day GREAT Festival of Creativity at the Long Museum on 2 March.Prince William is the most senior British royal to visit China since the Queen's tour of the country in 1986.The festival attracted more than 2,000 business leaders such as Kelly Hoppen MBE, Jo Malone, Sir Martin Sorrell, Jack Ma and Liang Xinjun and more than 500 world leading British companies in innovation, technology, design, film, education, healthcare and luxury goods.