Paddington embarks on new adventure in China in Langham Hotels experiential partnership

The Copyrights Group is launching a new partnership with The Langham Hotels in China’s Shanghai and Guangzhou that will bring an exclusive and immersive Paddington experience to guests of the luxury hotels.

The activity will span a stay in Paddington themed rooms, Paddington afternoon tea with Paddington Bear cupcakes and themed pastries, as well as a selection of specially curated and limited edition Paddington souvenirs available to purchase at the hotel shops.

Langham has a history with serving afternoon tea, being the first hotel to offer the service from its London hotel when it opened in 1865. Since then, Langham Hotels around the world have become renowned for serving ‘the best afternoon tea experiences.’ In Shanghai, the Paddington afternoon tea has already been awarded ‘most popular themed afternoon tea’ in the 2021 Fifth Hotel Discovery Awards.

The two hotel locations will use different Paddington artwork to showcase the diversity of the Paddington brand.

The partnership is one of several key strategic activations for Paddington across China and aims to strengthen the awareness and the brand’s engagement with consumers. These latest activations have been launched in conjunction with the arrival of the new TV series, The Adventures of Paddington in China.

“The renewed partnership with Paddington at our hotel reflects and reinforces The Langham’s British heritage and legacy,” said Cindy Ying, director of sales and marketing, The Langham, Shanghai, Xintiandi.

“The fun and whimsical never stops at The Langham. Our guests can now have a full Paddington experience right in the heart of Shanghai, from a meet and greet with Paddington, to taking a picture with the adorable British icon as a keepsake to experiencing a full epicurean Paddington themed afternoon tea delight.”

Polly Emery, SVP brand and international licensing, The Copyrights Group, added: “This new collaboration for Paddington with The Langham Hotels is a wonderful opportunity for fans of all ages to engage with the brand in a different way and we hope they will enjoy these fun experiences in both Shanghai and Guangzhou.”

The partnership was brokered by CAA-GBG, Copyrights’ agent for Paddington in China.