The first World Brand Conference in Hong Kong was held on the afternoon of the 8th at the Hong Kong Convention and Exhibition Centre, with nearly 500 attendees including Chinese and foreign entrepreneurs, consuls general of various countries in Hong Kong, and heads of business associations. At the meeting, the International Brand Science Academy announced its establishment in Hong Kong. It is reported that the International Brand Science Academy was registered and established in Hong Kong in 2022. The institution plans to negotiate cooperation with various universities in Hong Kong to establish an international, professional, and authoritative brand evaluation system, and create a product evaluation list named after Hong Kong. At the opening ceremony, Hong Kong Chief Executive Carrie Lam delivered a speech stating that for many years, many emerging consumer brands in mainland China have preferred Hong Kong as their first stop for "going global". Under the "One Country, Two Systems" policy, Hong Kong has a unique advantage of being backed by the motherland and connected to the world. It can play the role of a "super contact" and "super value-added person", serving more mainland brands to go global and contributing to the construction of a brand power. Li Jiachao emphasized that the SAR government actively maintains a sound and effective intellectual property protection system in Hong Kong, safeguarding patents, copyrights, trademarks, etc., and building Hong Kong into a regional intellectual property trading center, providing a better regulatory environment for mainland and overseas brand transactions. Cai Guanshen, member of the Standing Committee of the National Committee of the Chinese People's Political Consultative Conference and Chairman of the Board of Directors of the International Brand Science Academy, stated that the purpose of this conference is to leverage the advantages of "one country, two systems" and contribute to enhancing the country's discourse power and influence on the international brand stage by leveraging Hong Kong's leading position in brand design, marketing, exhibitions, quality testing and other industries. Cai Guanshen introduced that the organizers have set three work goals for this: to apply to the United Nations for Hong Kong to be the permanent host of World Brand Day, and to set up a series of festivals, seminars, and exhibition activities; Jointly promoted by the International Brand Science Academy, the SAR government, major chambers of commerce in Hong Kong, and domestic and foreign enterprises, to hold the "World Brand and Intellectual Property Fair" in Hong Kong; Build a world-class brand testing and certification system and intellectual property protection mechanism, and release a brand list named after Hong Kong. (New Society)