The GREAT Festival of Innovation was organised by the UK Government’s Department for International Trade (DIT). Held in Hong Kong from 21 to 24 March 2018 at Asia Society Hong Kong Center, the Festival was to be the biggest UK-overseas joint trade event that UK Government has ever delivered. Welcoming 1,600 attendees, nearly 300 UK businesses and 180 high profile speakers, the Festival brought together the brightest minds from across Asia and the UK in a series of talks, workshops and performances, a key historic moment for the UK and Asian economies as the UK strengthens market relationships in the run up to Brexit. The challenge was that research conducted in 2016 indicated that a majority of Hong Kong SAR and mainland China respondents did not view the UK as an ‘innovative’ country. Additionally, the UK faced international skepticism over its global economic position and trade relations.