Britain’s Prince William made the highest-profile UK royal visit to China in nearly 30 years. In addition to meetings with Chinese leaders, the prince’s schedule included promoting “brand Britain,” attending the Chinese premiere of the British-produced children’s animated movie “Paddington” in Shanghai, launching a campaign to celebrate British innovation, and championing one of his favorite causes, combating the illegal trade in wildlife which was punctuated by his visit to an elephant sanctuary in Yunnan.

In Shanghai, the prince’s mission is altogether easy: selling ‘Brand Britain’ to the Chinese.

William is opening The Great Festival of Creativity, a UK-inspired cultural business exchange.

From high tech to handbags, and with companies from BT to British Airways, the festival is promoting the best the country has to offer.

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Business and cultural ties between the UK and China are strong. Britain is already China’s most popular European destination for outbound investment, worth £7.7bn in 2014. British investment in China was more at £11bn, according to the China British Business Council.

The Chinese government has predicted that its outbound investment globally will grow from £64bn in 2014 to £324bn within five years.

Cultural exchanges and high-profile visits like Prince William’s are designed to ensure as much of that investment as possible comes to the UK.

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