China Pavilion Opens Licensing Expo

The pavilion featured top animation companies, as well as the licensees that support their properties. Their booth was meticulously decorated to express the ideals of Chinese culture.

Liu Yuzhu, director-general of the Department of Cultural Industries, Ministry of Culture of the People’s Republic of China, explained why the color red was chosen for the pavilion. “In China, red represents vigor, harmony and passion,” Liu says, “A creative business like the video game industry needs passion.”