ASEA

What ASEA does

ASEA (亚海会展, legal name Beijing Yahai Hengye Exhibition Co., Ltd. / 北京亚海恒业会展有限公司) is a privately held Chinese exhibition and event management services company founded in 2010 and headquartered in Beijing. The company's core business is on-site comprehensive operations management for large-scale exhibitions — providing venue management, blueprint review, booth design and construction, and event coordination. ASEA operates as the official service provider at China's three principal auto shows (Beijing biennial, Shanghai biennial, Guangzhou annual) and serves as the designated blueprint review service institution for the China International Import Expo (CIIE) since its inaugural edition. It holds a Grade A engineering qualification from the China Exhibition Hall Association and has been repeatedly recognized as a TOP50 exhibition service enterprise and a Smart Service Enterprise (2018-2019).

Beyond exhibition services, the company has diversified into cultural and sports event organization (I Am the Boxing King, Kung Fu World Cup, Garfield Run China), skateboarding operations through wholly-owned subsidiary Nanjing Guan'aobao Sports Development Co., Ltd., motorsport venue management, and theme park operations via the Moon Island · Happy Sports World (月亮岛·欢乐体育大世界) in Changsha — the first site of a planned national 30-city sports park initiative. Supporting technology includes the Smart Exhibition (智慧展览) big-data platform and the Exhibition Data Management System for stakeholder data aggregation, alongside intelligent AP wireless network coverage for smart venues.

ASEA operates through wholly-owned subsidiaries and representative offices in more than 11 cities across China (Shanghai, Guangzhou, Hong Kong, Changsha, Nanjing, Hangzhou) and internationally (Frankfurt, London, Los Angeles, Singapore), employing more than 100 people. The business model is B2B project-based professional services: engagement is by quote-based project contracts secured through tenders, repeat mandates, and long-term relationships with government agencies including the Ministry of Commerce, the General Administration of Sport, the Ministry of Culture and Tourism, and the China Council for the Promotion of Trade. Revenue is generated from professional service fees for exhibition operations, event organizing fees, managed venue and park services, branded sports events, sports education licensing, equipment sales, and integrated marketing communications. The company reports a 25% average annual growth rate over the past ten years and is led by Chairman Zhu Chunliang.

Name

ASEA

Legal name

北京亚海恒业会展有限公司

Website

https://aseaexpo.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

ASEA is a privately held Chinese exhibition and event management services company founded in 2010 that delivers on-site operations, blueprint review, and booth services for major Chinese auto shows, CIIE, and government-backed exhibitions, while operating sports and cultural event IP, including Garfield Run China and the Moon Island Happy Sports World theme park.

Ownership category

akta.pro rank

Product category

Exhibition & Event Management Services

NAICS

Convention and Trade Show Organizers (56192), Spectator Sports (7112), Fitness and Recreational Sports Centers (71394), All Other Amusement and Recreation Industries (713990)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Exhibition & Trade Show Management (Conference-Adjacent) (THAHACAF)

akta.pro secondary industries

Conferences & Conventions Operations Services (Registration, AV, Logistics) (MPAGAGAM), General Consumer Expos & Trade Shows (MPAGAFAA), Athletics Events, Game Operations & Ticketing (EDALAIAK)

Keywords

• Exhibition management services
• Event operations management
• Booth design construction
• Sports event management
• Theme park operations

Headquarters

HQ city

Beijing

HQ country

China

HQ region

Asia

Offices11 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. Exhibition Comprehensive Operations Management: Providing full-site operational management services for large-scale exhibitions and events, including booth design and construction, official contractor services, blueprint review and management, and venue operations. Revenue generated through professional service fees for on-site management of major auto shows (Beijing, Shanghai, Guangzhou), CIIE, CAEXPO, and other large international exhibitions.
2. Cultural and Sports Event Planning and Organization: Organizing and self-producing cultural activities and sports events nationwide, including 'I Am the Boxing King', 'Kung Fu World Cup', 'Kung Fu Savate', 'Kung Fu Spring Festival Gala', 'Garfield Run', and skateboarding competitions. Also organizing self-owned exhibitions such as the 3rd Pearl River West Bank Advanced Equipment Investment Trade Fair and the 13th China-ASEAN Expo.
3. Theme Park Operations: Serving as the comprehensive investment and operations management organization for 'Happy Sports World' — a national 30-city sports park initiative. Revenue comes from venue management, event operations, and sports-related services at the Moon Island · Happy Sports World in Changsha.
4. Sports Education Integration and Equipment: Operating youth sports education programs, obtaining official training qualifications from social sports guidance centers and Chinese roller skating association. Producing and selling proprietary sports equipment brands (roller skates, protective gear, etc.) through competitions and training activities.
5. Marketing Communication Services: Providing integrated marketing communication platforms leveraging on-site event advertising, nearly 100 racing venues and test venue advertisements nationwide, multi-platform internet and mobile promotion, online VR/livestreaming, and brand exposure services.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

ASEA provides comprehensive on-site exhibition and event management services for large-scale trade shows, including booth design and construction, blueprint review, venue operations, and full-site operational management for major events such as the Beijing, Shanghai, and Guangzhou International Auto Exhibitions, CIIE, and CAEXPO. The company also self-organizes cultural and sports events (Garfield Run, I Am the Boxing King, Kung Fu World Cup, skateboarding events, motorsport events), operates the Moon Island Happy Sports World sports theme park in Changsha, and runs youth sports education programs. Its Smart Exhibition platform combines big data applications with intelligent AP wireless network coverage to deliver venue-integrated, value-added services across the exhibition industry chain.

Product overview

ASEA (亚海会展/北京亚海恒业会展有限公司) is a professional exhibition and event management services provider offering comprehensive integrated operations for exhibitions and large-scale events. The portfolio includes: Exhibition Comprehensive Operations Management (综合运营) as the core service providing on-site management for major auto shows and international exhibitions; Special Booth Design and Construction (特装展厅) for custom booth services; Smart Exhibition (智慧展览) leveraging data applications; and Exhibition Planning and Organizing (策展组展) for self-hosted events. The company has expanded into sports and entertainment events including Garfield Run (加菲猫欢乐跑) themed runs, Skateboarding Events (滑板类), Martial Arts Events (搏击类), Motorsport Events (赛车类), Card Game Events (棋牌类), and operates the Moon Island Happy Sports World (月亮岛欢乐体育大世界) theme park in Changsha.

Differentiator

Problem solved

Functional benefit

Brands

• 欢乐体育大世界: 全国三十个城市体育公园的全面招商运营管理项目，首个落地项目为长沙月亮岛·欢乐体育大世界，涵盖体育赛事、体育休闲、体育康养、体育娱乐科技等多种核心业务。
• 月亮岛·欢乐体育大世界
• 南京冠奥宝德体育发展有限公司
• 我就是拳王
• 加菲猫欢乐跑 (Garfield Run)

Products and services

• Exhibition Comprehensive Operations Management (综合运营) Comprehensive on-site operational management services for large-scale exhibitions and events, including venue operations, booth design and construction, and drawing/blueprint review and approval. Provided to exhibition organizers, government trade promotion bodies, and major auto show committees including the Beijing, Shanghai, and Guangzhou International Auto Exhibitions and CIIE.
• Special Booth Design and Construction (特装展厅) Design, construction, and management of custom exhibition booths for clients, including brand incubation, brand management, brand promotion, brand evaluation, and brand transaction services. Delivered to enterprise exhibitors across auto, agricultural machinery, and other industry exhibitions.
• Smart Exhibition (智慧展览) Technology-enabled exhibition services leveraging big data applications in cooperation with domestic exhibition venues to provide value-added services across the exhibition industry chain, supported by intelligent AP wireless network coverage for smart venue management.
• Exhibition Planning and Organizing (策展组展) Self-organized exhibition planning and organization services, including the China-ASEAN Expo, the China International Art and Culture Expo, and various industry trade fairs.
• Conference and Event Management (会议活动) Conference and large-scale event organization services including MICE (meetings, incentives, conferences, exhibitions) activities and corporate meeting management for enterprise and government clients.
• Garfield Run China (加菲猫欢乐跑) A themed running event series held under exclusive China license, combining sports, anime, family activities, and carnival elements. Targeted at consumer audiences across multiple Chinese cities.
• Skateboarding Events and Training (滑板类) Professional skateboarding event operations and training services, including the China Skateboard Club League and international open skateboarding competitions, operated under the 'skateboarding+' model covering industry, media, marketing, video, smart devices, and big data platforms.
• Martial Arts / Fighting Events (搏击类) Combat sports event management including the I Am The Boxing King (我就是拳王) grassroots series, Kung Fu World Cup, Kung Fu Savate, and Kung Fu Spring Festival Gala, plus martial arts reality show formats.
• Motorsport Events (赛车类) Automotive racing event management, racing venue bookings, automotive performance testing activities, and comprehensive media promotion services, delivered in partnership with China's top racing circuit operators.
• Card Game Events (棋牌类) Card game tournament management including the Yahai Cup National Guandan Open, supporting the popularization of guandan (掼蛋) as a competitive sport in China.
• Moon Island Happy Sports World (月亮岛·欢乐体育大世界) A 200-acre sports theme park in Changsha integrating sports testing, sports experiences, sports events, sports leisure, sports health preservation, sports entertainment technology, and sports media services. Operated by ASEA as the comprehensive investment and operations management organization for the national 30-city Happy Sports World (欢乐体育大世界) initiative.

Quantifiable outcome

• 连续多年 (consecutive years) selected as official CIIE service provider since the inaugural edition
• +2 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• Shandong Broadcasting Media Group (山东广电传媒集团)flagshipStrategic or Co-development Partner · 1 January 2019ASEA signed a strategic cooperation agreement with Shandong Broadcasting Media Group in November 2019. Both parties agreed to leverage their respective advantages and collaborate closely in cultural life, technology education, pet-related businesses, VR technology, exhibitions, pets, and automobiles to enhance the quality of life for the general public.
• China International Import Expo Bureau / National Exhibition and Convention Center (Shanghai) (中国国际进口博览局 / 国家会展中心（上海）)coreStrategic or Co-development Partner · 1 January 2018ASEA has been selected as an official CIIE service provider since the inaugural China International Import Expo. The company serves as the professional blueprint review service institution for CIIE, providing on-site construction management and review services to ensure the safe and orderly operation of the expo.
• National Sports General Administration (国家体育总局) and Provincial/Municipal Sports BureauscoreStrategic or Co-development PartnerASEA maintains long-term strategic partnerships with the National Sports General Administration and various provincial/municipal sports bureaus. The company has jointly developed sports events including 'I Am the Boxing King', 'Kung Fu World Cup', and skateboarding competitions, and serves as operations manager for sports parks nationwide.
• Ministry of Commerce (商务部), Ministry of Culture and Tourism (文旅部), China Council for the Promotion of Trade (中国贸促会)coreStrategic or Co-development PartnerASEA maintains long-term, stable cooperative relationships with major government agencies including the Ministry of Commerce, Ministry of Culture and Tourism, and China Council for the Promotion of Trade. These relationships facilitate participation in major national-level exhibitions and events.
• Bokesen Sports Culture Development Co., Ltd. (北京博克森体育文化发展有限公司)coreStrategic or Co-development PartnerASEA's strategic partner in combat sports events. Under the guidance of the National Sports General Administration and the Science and Education Department, the two companies jointly organize 'I Am the Boxing King' grassroots boxing events and 'Kung Fu World Cup' series across 15 sports universities and 6 city sports bureaus nationwide.
• Yonghuai Sports Research Institute (咏怀体育研究院) — National Sports General Administration Think TankminorStrategic or Co-development PartnerASEA cooperates with the Yonghuai Sports Research Institute, the think tank of the National Sports General Administration, to jointly conduct research and operations of domestic and international sports events and the sports industry.
• CCTV, Xinhua News Agency, Provincial TV Stations, Douyin, iQiyi (央视、新华社、各省市电视台、抖音、爱奇艺)minorGTM or Marketing PartnerASEA maintains close relationships with national and regional media outlets including CCTV, Xinhua News Agency, provincial television stations, and digital platforms Douyin and iQiyi. These partnerships support media coverage and promotional activities for exhibitions and sports events.
• China Amusement Machinery & Attractions Park Association (中国游艺机游乐园协会 / CAAPA)minorGTM or Marketing PartnerListed as a friendly link partner on the company website, indicating a professional industry association relationship supporting exhibition and amusement industry business development.
• Haotingshi Racing Circuit Operators (豪霆赛车场专业运营商)minorStrategic or Co-development PartnerASEA partners with China's top racing circuit operators to provide comprehensive operations management for racing venue bookings, auto racing events, vehicle performance testing, and integrated media promotion.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Informa Markets: Global B2B exhibitions division running large China-based events such as the China Beauty Expo and various industrial fairs. Overlaps with ASEA on exhibition organization and venue operations, though at a much larger event-portfolio scale.
• Reed Exhibitions: One of the world's largest exhibition organizers with a substantial Greater China portfolio across consumer, industrial and lifestyle events. Operates at much greater scale than ASEA but competes for similar trade show and B2B event mandates in China.

Direct peers

• Koelnmesse: German trade fair organizer with its own Chinese subsidiary running multiple consumer and industrial exhibitions in China. Directly comparable to ASEA's exhibition organization, on-site operations, and booth design services at major trade shows.
• EXPEC International Exhibition Co., Ltd. Beijing-based Chinese exhibition services firm providing booth design, construction, and exhibition organization services domestically. Closely comparable domestic competitor to ASEA on the core exhibition operations and booth-building service lines.
• Messe Frankfurt (Greater China): German trade fair organizer operating a major Hong Kong and Greater China exhibition portfolio including Automechanika and other industrial shows. Comparable to ASEA on the trade show organization and on-site operations side, especially around large-format international exhibitions.
• GL events: French event services group with significant operations in China providing exhibition installation, booth construction, and venue overlay services. Directly comparable to ASEA's Special Booth Design & Construction and Exhibition Comprehensive Operations Management services.

Emerging players

• OCT Group (华侨城集团): Major Chinese state-owned tourism and theme park operator running attractions such as Window of the World and Happy Valley. Comparable to ASEA's Moon Island Happy Sports World on the sports/theme park operator side of the business.
• Fantawild Group (华强方特): Chinese domestic theme park operator with a national footprint combining rides, IP-themed attractions and live entertainment. Comparable to ASEA on the destination sports/entertainment venue and self-operated branded attraction model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries10 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ASEA