By Mai Chen, Founder of POPUPASIA®
Originally published in Chinese POPUPASIA Website on April 8, 2025 —
Translated and adapted for the English website by the POPUPASIA® team
At POPUPASIA®, we believe B2B partnerships are the key to long-term success for creative brands.
✦ The Unspoken Anxiety Behind Exhibiting
Every year, when we host the Asian Handmade Fair, creators ask me:
“Is it still worth joining an exhibition?”
“What if I pay for a booth and don’t make sales?”
It’s not that they don’t want to invest — they just don’t know what return to expect.
As exhibitions become more crowded and lively, creators feel lonelier than ever.
That contradiction made me rethink what an exhibition should really offer.
✦ The Problem with One-Time Sales
High booth fees, unpredictable foot traffic, and unclear market paths are common pain points. If exhibitions are seen only as short-term sales events, brands will struggle to build long-term value.
We realized: focusing only on consumers (B2C) drains a brand’s energy. But building B2B partnerships gives brands the fuel to grow.
✦ From B2C Buzz to B2B Backbone
Brands don’t just need to be liked — they need to be used, chosen, and trusted for the long run.
After the pandemic, we began shifting resources away from just consumer-facing sales and toward becoming a connector for B2B partnerships.
✦ What B2B Collaboration Looks Like
Here are some real examples that show how our new direction is taking shape:
- Dixon Drums × Black Eternity (Taiwan)
A craft brand from Taitung used tree bark techniques on drum skins and reached global markets through our show. - National Museum of History Collaboration
We helped brands license museum images to create culturally meaningful products — combining tradition and innovation. - AromaBrand Fragrance Accelerator × POPUP Store
A “group launch” strategy where big brands team up with smaller ones to enter pop-up retail spaces together. - FamilyMart “GoodBuy+” × POPUPASIA®
After gaining exposure at the show, illustrators sold their work online via FamilyMart’s e-commerce + logistics network. - iPASS × POPUPASIA®
By integrating handmade designs into daily payment scenarios, we helped brands digitize and explore creative-tech synergy.
These weren’t lucky moments — they were the result of years of consistent effort.
✦ B2B Is Hard — But It’s Worth It
Unlike ads, B2B doesn’t convert overnight. It takes trust, expertise, data, and real persuasion.
And we’re running out of time.
Rising trade tensions, such as the 32% US–China tariff hike, and unstable markets have exposed brands without solid business foundations.
“Without a strong business backbone, brands can’t survive the turbulence ahead.”
That’s why we’re no longer just helping brands sell — we’re helping creators get seen, adopted, and invested in.
✦ Our Choice: Less C-side Noise, More B-side Power
We’re investing more resources into a B2B matchmaking ecosystem.
That includes connecting creators with businesses, cultural institutions, and buyers — and building a database to track progress and impact.
“Creators deserve to be valued not just for their work — but for being selected, used, and long-term partners.”
✦ How We’re Doing It
On April 8, 2025, we partnered with Songshan Cultural and Creative Park and SIC Impact Investment to launch the Creative Sustainability Alliance.
This isn’t just a concept — we’ve committed to:
- Market Testing Space – Songshan provides residency and product feedback opportunities
- Business Acceleration – POPUPASIA® connects creators to expos, buyers, and channels
- Capital Access – SIC offers investment and financial coaching
We also hosted our first Demo Day, where brands pitched real business models and funding needs to investors — not just for competition, but for investment readiness training.
✦ What’s Next: Making Results Visible
In 2025, we’re committed to turning all our collaboration cases into something visible, shareable, and strategic.
Coming soon:
- A Matchmaking Stories section
- A B2B Case Study Collection
- Partner Pitch Decks and Videos
- A full Creative Industry White Paper
These will become the tools brands need to open doors and build new collaborations.
“Cultural creativity isn’t just a grant industry — it has real market and capital value.”
✦ Rebuilding the Creative Ecosystem
We don’t just run exhibitions — we’re building a stage where creativity gets chosen.
We don’t just sell booth space — we’re building paths for brands to reach the market.
🤝 Join Us Now!
Growing your brand through B2B partnerships
Build your profile now for B2B Partnerships & Opportunities for free
Join POPUPASIA® and build B2B Profile
Tutorial to sign up: 2 Easy Steps to Join Asia’s Leading Handcraft B2B Platform (POPPASS 手創通)
Let’s help creators move from working alone, to becoming the heart of the industry!
