Elinor Greenhouse, Senior Adviser, Tech and Innovation at the China-Britain Business Council, explains why UK Innovators should enter the 10th Design Intelligence Award
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 20th June 2025. Late submissions will be accepted until 20th 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.
