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HCIE 2022 | Smiley 50th anniversary in HCIE

In 2022, BAHC Advisory established an official partnership with Smiley.


Smiley was created by Franklin Loufrani, a French newspaper editor in 1971. As an original collaborator brand, Smiley’s optimistic energy has inspired generations for over 50 years in different impacts of pop culture, subculture, and social activities. Nowadays, Smiley is the most universally recognizable symbol in the world and shapes people to share their joy and happiness.


In 2022, at the Hangzhou Cultural & Creative Industry Expo (HCIE) in China, BAHC Advisory reached cooperation with Smiley and co-hosted successfully an officially licensed exhibition in the BAHC’s European Pavillion in the HCIE event. The theme of Smiley’s expo was entitled “Take the Time to Smile” for celebrating its 50th anniversary. BAHC was so honoured to exhibit their numerous products of the 50th anniversary which also included co-branded products with top fashion houses, such as Givenchy, Gap, and Anya Hindmarch.



This is also the first time that Smiley has attended the HCIE in China. Smiley’s exhibition strongly showed a European fashionable IP brand to Chinese visitors. It also improves definitely brand awareness and creates more cooperation possibilities in the future.





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