The 9th China International Cultural Industries Fair (ICIF) will be held from 17 to 20 May at the Shenzhen Convention and Exhibition Centre. This year the Cultural Affairs Bureau of the Macao S.A.R. (CAB) was invited once again to present a Macao Pavilion featuring local cultural and creative brands. The Macao Pavilion, with an area of 285 square metres, will be set up in the Cultural Industries Hall of the ICIF venue. This year's Pavilion, designed to reflect a theme of Macao World Heritage, showcases cultural and creative products related to this theme. By connecting the products with World Heritage, the CAB intends to use the Pavilion to promote Macao to the fullest, facilitating the exchange between members of Macao's cultural and creative industries and local and foreign visitors to explore further possibilities for co-operation on joint projects. The Macao Pavilion has been designed as a three-dimensional structure in the primary colours of magenta, yellow and cyan. Various geometries are combined in the Pavilion, and the primary colours blend into many hues, symbolising Macao as a vibrant, diverse, creative and culturally rich city while relating each element within it to the region's World Heritage. This year's participating entities include Macau Creations, Soda Panda Product Design, Lines Lab, the Creative Industries Promotion Association of St. Lazarus Church District, MOD Design Store, San Seng Fung, Ribs, Macao Heritage Ambassadors Association, Macao Daily News and Review Culture Company Limited, all of which will showcase creative products themed on Macao's World Heritage. Under the theme of this year's Fair, "Exhibition and Exchange", the 9th ICIF will focus on creative design, copyright law and intangible cultural heritage, among other issues, highlighting the binomials "culture + technology", "culture + creativity", "culture + tourism", "culture + finance" and "culture + trade". The ICIF aims to become China's main platform for cultural products and projects, promoting and driving the development of the cultural industries and actively launching Chinese cultural products into the global market. The CAB has been organising local industries' participation in the ICIF since 2006, and in 2010 the Macao S.A.R. Government committed to a policy of developing the city's cultural and creative industries. In each edition of the ICIF, the Macao Pavilion has attracted numerous visitors, and the featured brands have successfully presented their products and have registered good sales. In addition, Macao's participation in the ICIF has been widely covered by the Mainland Chinese media, indicating that the S.A.R.'s cultural and creative products are being well received in the Greater China market.