In a drive to demonstrate that the UK is a world leader in commercial creativity, the three-day GREAT Festival of Creativity kicked off Monday in Shanghai.

As a partnership between the UK government and major private sector organizations, the festival aims to show the best of British talent and expertise in sectors such as fashion, luxury retail, health, technology and entertainment. It is also hoped that the festival will create opportunities for UK companies to break into the Chinese market.

Prince William, the Duke of Cambridge, who is visiting China for the first time, led the festival based at Shanghai's Long Museum, West Bund. He made a speech at the opening reception on Monday night, which he began by greeting guests in Chinese.

"The festival is a celebration of the creative strength of the British economy and the ingenuity of British people," the prince said. "It is a platform not only for famed private sectors such as film, art, and media, but also for creativity and inventiveness that British firms apply in a wide variety of sectors, like healthcare and education."

The prince also referred to the festival as a chance to show off the ability of British business to reinvent itself and rethink its relevance for new markets. He called the business and entrepreneurs present at the festival the pride of the UK, and thanked them for creating millions of jobs.

The festival would not live up to its name without the openness and warmth of the Chinese hosts, he added.

Days of insight

UK Consul General in Shanghai Brian Davidson and UK Minister of State for Trade and Investment Lord Livingston took part in the opening panel discussion to welcome the delegates and set the stage for three days of discussion.

Davidson pointed out that creativity lies in the heart of the UK, and called the festival an opportunity to debate, challenge, inspire and be inspired. He said he hopes participants will come out of the event with new sight, new ambition and new partnership.

"Our creative industries are a highly valued asset to the UK - worth almost 80 billion a year to our economy and employing 1.6 million people," Livingston said. "I am delighted to see so many British companies at the GREAT Festival of Creativity in Shanghai.

"The festival offers great opportunities to deepen collaboration and partnerships between the UK and China across a range of areas that benefit from our GREAT creativity," Livingston said.

Now in its third day, the festival has welcomed more than 2,000 leading business people, including Sir John Sorrell, Jo Malone, Sir Tim Berners-Lee, Kelly Hoppen, Sir Martin Sorrell, Brent Hoberman, Thomas Heatherwick, Ma Yun and Liang Xinjun.

Heatherwick, the British designer whose resume includes the Olympic Cauldron, the first new double-decker bus commissioned for London in 50 years, and the UK pavilion at the World Expo 2010 in Shanghai, spoke at one of the dozens of panel discussions.

Heatherwick said many British people see China as a financial opportunity, but it is really an opportunity to do something extraordinary. "It's not where you do something you do elsewhere, but a place to do your best project, to invent it here," Heatherwick said. "If you don't try to do that, it's rude."

New deals

On Tuesday, new partnerships between the UK and China in tourism, healthcare, film and television, were announced at the festival.

In terms of tourism, a partnership of Birmingham Airport, Hainan Airlines and leading Chinese tour operator Caissa Touristic will launch a series of 17 round-trip Beijing-Birmingham flights this summer. These flights form part of a long-term plan aimed at scheduling flights from China to Birmingham.

In addition, the British Museum, Chinese broadcaster CCTV and digital media agency Yadii will work together to produce a documentary, The Magic Museum and launch a supporting app - Magic M. These are to introduce Chinese audiences to some of the most popular treasures of the British Museum.

Turning to healthcare, Oxford-based Phynova has received the first ever market approval for a traditional Chinese medicine from the Medicines and Healthcare Products Regulatory Agency.

A landmark co-production treaty between the UK and China was ratified and announced Tuesday by UK Culture Minister Sajid Javid and Miao Xiaotian, president of China Film Co-production Corp. The treaty will allow qualifying film productions to access domestic benefits, including sources of finance and an easier route to audiences.

The treaty was negotiated by the British Film Institute (BFI), China's film bureau and China Film Co-production Corp, with support from the Department for Culture, Media &Sport, British Council and UK Trade and Investment in Beijing.

And there was something for e-commerce. Royal Mail announced it will launch a new store on Alibaba's Tmall Global e-marketplace, offering British retailers and exporters a quick and easy way to access the Chinese market.

Prince William arrives at Long Museum Monday evening to open the GREAT Festival of Creativity.

　　A portrait of the Queen at an exhibition that showcases the best of Britain

　　Guests view a mechanical arm on display.

　　Guests at the site of the festival opening

Photos: Yang Hui/GT