A few days ago, Unitree Robotics captivated audiences with the world’s first robot boxing tournament, a spectacle that showcased the fusion of engineering precision and creative design. This event exemplifies the dynamic innovation landscape in China, where design and technology converge to push boundaries. It also underscores the opportunities available for UK innovators to engage with China’s burgeoning tech ecosystem.

The Design Intelligence Award (DIA), now in its 10th edition, stands as a testament to this spirit of innovation.  As one of the world’s most prestigious award programmes, the DIA offers a platform for designers, entrepreneurs and innovators to gain recognition and access to the Chinese market. This year marks the fifth consecutive partnership between the China-Britain Business Council (CBBC) and the DIA, reflecting our commitment to fostering UK-China collaboration in design and innovation.

The DIA is inviting participants to explore how design can drive sustainable development, technological advancement, and societal well-being. With a total award fund of 5 million RMB (approximately £600,000), the DIA not only recognises outstanding design but also facilitates the commercialisation of innovative ideas.

The significance of engaging with China’s market cannot be overstated. According to the UK Department for Business and Trade’s “Trade and Investment Factsheet” published in May 2025, total trade in goods and services between the UK and China remained close to £100 billion mark in the four quarters to the end of Q4 2024.  China kept its position as the UK’s fifth-largest trading partner, accounting for 5.5% of total UK trade.

Peter Burnett, CEO of CBBC, emphasises the role of design in this context: “Design is a powerful enabler of innovation and a key strength of the UK’s global offer.  As China deepens its focus on high-quality growth, there is clear potential for British businesses to co-create solutions across priority sectors, from sustainable products to next-generation health technologies, and beyond,” he said.

New for 2025, the DIA introduces two entry routes: the established Product Group and the newly launched Innovation Incubation Group. The latter offers participants the opportunity to co-create solutions to real-world challenges with leading enterprises such as Alibaba, Unitree Robotics, Rokid, Fourier Intelligence, Deep Robotics, and BrainCo, unlocking unparalleled opportunities for collaboration and market entry.  For those eager to chart their own course, the X Track within the same group provides the freedom to develop and showcase independent innovations, making space for bold and original ideas.

It is worth noting that UK institutions have already established partnerships with these companies:

• Alibaba Cloud has collaborated with the University of Reading’s Henley Business School to launch a Skills Centre in the UK, focusing on cloud computing, big data, and AI.
• Fourier Intelligence has signed a Memorandum of Understanding with the UK’s National Robotarium to advance rehabilitation robotics.
• Unitree Robotics has engaged with the UK Atomic Energy Authority’s RACE team, showcasing their humanoid and quadruped robots.

These collaborations highlight the mutual interest and potential for UK innovators to contribute to and benefit from China’s innovation landscape.

As CBBC’s sector lead for tech and innovation, healthcare and life sciences, I encourage UK entrepreneurs, designers, and innovators to seize this opportunity. Participating in the DIA can open doors to new markets, partnerships, and avenues for growth.  With China’s emphasis on high-quality development and the UK’s strengths in design and innovation, the synergy between our nations has never been more promising.

The free submission deadline for this year’s DIA is 20^th June 2025. Late submissions will be accepted until 20^th September 2025, and by quoting the invitation code UK2025-1VCVSKF, applicants can waive the standard late fee. This opportunity for CBBC Focus readers reflects our shared mission to support UK innovators in accessing growth markets like China. If you’re not yet a CBBC member, now is the perfect time to explore our services and join a community committed to helping UK organisations succeed in China.

Click here to start the application process for the 2025 Design Intelligence Award

Elinor Greenhouse is CBBC’s Senior Adviser for Tech and Innovation, Healthcare & Life Sciences.  For inquiries, contact Elinor at Elinor.Greenhouse@cbbc.org.

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In partnership with the China-Britain Business Council (CBBC), the awards offer an unmatched opportunity for UK innovators and entrepreneurs to scale their businesses internationally by tapping into the thriving Chinese market.

The DIA emphasises sustainable and technologically advanced solutions, mirroring the global shift towards eco-friendly and smart innovations. The 2024 theme, The Power of Sustainable and Innovative Design, encourages participants to present designs that meet current market needs and contribute to a sustainable future. This focus aligns perfectly with China’s growing commitment to sustainable urban development, renewable energy and advanced healthcare technologies.

The previous editions of the awards have served as a launch pad for UK businesses, aiding in establishing valuable business links and partnerships in the Chinese market. At the 2023 Design Intelligence Award, UK companies clinched three of the Top 30 awards. Read their case studies below:

BladeBUG

A Silver Award winner at DIA 2023, BladeBUG has developed autonomous robots for the inspection, resurfacing and repair of offshore wind turbine blades. These robots significantly reduce operational risks and costs, offering a safer and more efficient alternative to traditional maintenance methods. Chris Cieslak, Founder & CEO of BladeBUG, stated, “I see our technology as incredibly relevant to countries like China and the UK, which are leading the world in offshore wind installation capacity. Our innovative approach to wind turbine maintenance, especially in offshore settings, aligns seamlessly with the global push towards sustainable and safe energy solutions.”

eteeController by TG0

Another Silver Award recipient, the eteeController by TG0 revolutionises the VR experience with its button-free, intuitive control system. This device uses touch, proximity, and gesture recognition to deliver an immersive and natural user experience. Ming Kong, co-founder & CEO of TG0, said, “The eteeController, with its intuitive touch-based control system, is perfectly aligned with the interactive and immersive demands of the Metaverse, setting a new standard in VR experiences. We’re excited about the eteeController’s potential to transform how users in China and beyond engage with virtual environments.”

SCALED

Winner of the Future Talents Award, SCALED specialises in flexible body armour through patented, nature-inspired material innovation. Their technology leverages advanced 3D printing and computational design to create customised protective scales that enhance shock absorption and prevent hyperextension injuries. Natalie Kerres, Founder & CEO of SCALED, remarked: “Witnessing the exceptional work of past participants and winners of the Design Intelligence Award inspired us, reinforcing our commitment to being part of this global community. This platform provided a unique opportunity for SCALED to showcase our innovative approach to injury prevention and material technology on an international stage, furthering our mission to impact health and well-being globally.”

Click here to read the case studies in more depth

The 9th DIA, with the backing of CBBC, is more than just a competition; it is a strategic avenue for UK businesses to showcase their innovations on an international platform, especially in the high-growth areas of smart cities, greentech and healthtech. Through CBBC’s extensive support, UK innovators can not only demonstrate their capabilities but also gain crucial insights and access to one of the world’s fastest-growing markets. As we look forward to the 2024 awards, we encourage UK enterprises to leverage this platform to showcase their groundbreaking innovations and explore expansive new horizons in international markets.

Click here to start the application process for the 2024 Design Intelligence Award (free to enter, entry deadline is 14 July)

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As the summer months unfold, so too does the stage for one of the most respected events in the global design industry: the Design Intelligence Award (DIA). The China-Britain Business Council (CBBC) is thrilled to be continuing its partnership with DIA for the third consecutive year. CBBC urges all entrepreneurs, innovators and forward-thinking businesses in the UK to participate in this prestigious event.

The DIA is an influential international platform that brings together the best design thinkers and offers them an opportunity to showcase their innovation and creativity to a global audience. Its significance for UK innovators and entrepreneurs is profound, not least because of the chance it provides to forge closer connections with the thriving Chinese market. It’s an opportunity to present cutting-edge design concepts and services to a rapidly evolving market, eager for innovative solutions.

The enduring UK-China trade relationship is one that continues to make great strides. As our CEO, Andrew Seaton aptly states that “UK exports to China grew by over 35% last year to over £37 billion, setting a new record. This shows the importance to the UK economy of closer trade links with China, and the opportunity the China market offers to innovative and high-quality goods and services from British companies.”

The Department for Business & Trade, in their “Trade and Investment Factsheets” published on 18 May 2023, has further illustrated the enormous potential the Chinese market holds for UK businesses. The DIA, therefore, is not merely an awards event, but a portal into this burgeoning market.

The theme of this year’s DIA is “Design Evolution”.  The theme is an invitation to innovators to showcase design solutions that are not only ingenious and relevant today, but also poised to cater to the needs of the future. The platform is primed for design concepts that blend technology, creativity and forward-thinking design to drive positive change.

The esteemed UK judging panel for this year includes Russ Shaw CBE, John Mathers, Nicole Lowe, CBBC’s Andrew Seaton, and Paul Marshall, and will be chaired by Jeff Cao. Their diverse backgrounds and expertise will bring a multi-faceted perspective to the awards, something that is crucial to enhancing the comprehensive evaluation that is associated with the DIA.

Looking back at the 2021 and 2022 editions of the DIA, there has been a high calibre of British creativity and innovation on display. The previous editions of the awards have served as a launch pad for UK businesses, aiding in establishing valuable business links and partnerships in the Chinese market. The 2023 DIA is expected to extend this legacy, strengthening UK-China collaboration and fostering a wider appreciation for innovative and high-quality British designs.

The DIA is more than an award; it is an affirmation of a business’ creativity, a chance to rub shoulders with industry leaders, and an opportunity to contribute to the evolving global design narrative.

Click here to start the application process for the 2023 Design Intelligence Award (free to enter, entry deadline is 30 June)

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Over the years, the Design Intelligence Award has rapidly developed into one of the world’s most prestigious award programmes. Celebrating global design, entrepreneurship and business success, it represents an opportunity for UK entrepreneurs to access global decision-makers, investors and commissioners, build their reputation internationally, and grab a share of a £600,000 (RMB 5,000,000) award fund.

DIA has a strong trade and commercialisation focus, and its Industrial Transformation Service provides support for project landing, investment, entrepreneurship guidance, design refinement, marketing promotion and sci-tech transformation to accelerate market expansion. The DIA Trade and Business Portal helps applicants evaluate the potential of products or services, offering guidance on how to grow business in China. 

DIA recognises effort, dedication and innovation in four categories – spanning Cultural Innovation, Life Wisdom, Industrial Equipment and Digital Economy – designed to appeal to both established businesses with products new to the market and early-stage innovators with prototypes capable of being brought to market. The theme of DIA 2022 focuses on ‘Design Collaboration’,  hoping to bring together designers around the world to explore collaboration and sustainability in the post-Covid era through design.

UK applicants are serial winners at the DIA, receiving Gold and Silver awards in previous years. In 2021, Lancaster-based O-Innovations received one of the two Future Talents awards (worth RMB 80,000) for the O-Wind, the world’s first wind turbine that can harness both vertical and horizontal winds to generate clean electricity with a unique bladeless design that allows it to fit safely into dense urban environments.

At DIA 2021, UK companies were prominent among the Honourable Mentions too, including Shifa Technologies’ ShiVent, a simple, low-cost, non-electric and oxygen-efficient non-invasive ventilator created in response to the Covid-19 pandemic; and London-based material technology company Petit Pli, which has created a sustainable material that ‘grows’ as children grow, reducing the need to buy new clothes.

DIA is free to enter and you will gain invaluable exposure to supply chains, investors, commissioners, and other like-minded professionals. Plus, it’s super easy to enter, with just an online form to fill in.

Click here to apply for the 2022 Design Intelligence Award — the entry deadline is 8 July

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