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February 2021

Education is GREAT, Vietnam

The British Embassy Hanoi organised the UK EdTech Roadshow in Hai Phong City, with a double-decker bus visiting two schools to provide students with up-to date information on studying programmes in the UK, UK qualifications in Vietnam and the Chevening scholarship.


Fashion is GREAT, South Korea

With support from the British Fashion Council, Boon The Shop, South Korea’s foremost stockist of international designer brands, showcased 11 leading British designers including Alessandra Rich, Alighieri, Stella McCartney, Victoria Beckham and Wales Bonner, during London Fashion Week February 2021.

Food is GREAT, UAE

GREAT participated in Gulfood, the biggest food and beverages trade show in the Middle East region. UK brands showcased the quality and provenance of their products, with a virtual meet-the-buyer session organised over two days to help over 150 UK companies connect with the right buyers.

Education is GREAT, Azerbaijan  

The Study UK Alumni Awards 2020-2021 virtual ceremony was streamed live on the British Council Azerbaijan Facebook channel in February. Summer Xia, Director British Council Azerbaijan (left) and British Ambassador James Sharp (right) congratulated the winners (from left middle) Zulfiyya Aliyeva, Narmin Akhundova, Fidan Javadova, and Maryam Taghiyeva.

November 2020

Design is GREAT exhibition in United Arab Emirates

Design is GREAT, UAE

Twelve British designers participated at Downtown Design 2020 in a collaboration between GREAT and John Cullen Lighting Design. ‘Design is GREAT: from the UK to the UAE’ celebrated the UK’s contribution to the UAE from a design perspective, presenting the best of the UK’s design sector today.

Food is GREAT drink stand at China International Import Expo 2020

Food is GREAT, China

DIT China and Food is GREAT showcased the exceptional quality of British produce at the China International Import Expo 2020, integrating online activity with an innovative pavilion, featuring over 100 UK brands from regions across the UK, reaching an audience of over 120 million people.

Two men standing by a GREAT branded Jaguar

GREAT for a Sustainable Future, Australia

UK in Australia ran a series of activities and events around climate change and sustainability in the lead up to the one-year countdown to COP26. A GREAT-wrapped Jaguar i-PACE toured Sydney and Canberra, showcasing the UK’s ambition in tackling climate change and how UK businesses are leading in sustainability.

Group of men with masks standing by the Thai tuk tuk vehicle

GREAT for a Sustainable Future,


Five British companies showcased their products at the screening of David Attenborough’s ‘A Life on Our Planet’ at ICONSIAM in Thailand. The exhibition demonstrated how British businesses also act as significant drivers towards the overall COP26 net zero ambition.

October 2020

Man with the mask pouring champagne into the glass next to the Craft is GREAT sign

GREAT for Partnership, Japan

DIT Japan held a series of six hybrid meetings to connect Japanese investors with UK specialists in the technology and creative sectors for the CreativeTech GREAT Season. Guests toured the compound on the new Jaguar I-PACE and enjoyed a selection of British drinks in a Food is GREAT-branded bar.

September 2020

Green is GREAT, Germany​

The UK was this year’s partner country at the Greentech Festival in Berlin. The event hosted 27 sustainable UK companies, ranging from green energy solutions, to fashion and food & drink. DIT Minister for Exports, Graham Stuart, and HMDTC for Europe also launched DIT’s Europe Clean Growth campaign.

9th birthday.jpg

GREAT’s 9th Birthday, UK​

GREAT celebrated its 9th birthday this month! GREAT will continue to promote the UK’s unrivalled cultural heritage, phenomenal investment and exporting opportunities, and world-class higher education institutes, while driving the UK’s image as a global leader that is confidently steering the world into the future.

GREAT Scholarships Thailand ceremony 202

Education is GREAT, StudyUK

The GREAT Scholars ceremony took place at the British Ambassador’s residence in Bangkok on 10  September. The ceremony was an opportunity to recognise the achievements of five Thai students who are studying in the UK in 2020/21 through the GREAT Scholarships programme.

August 2020

Group of people stand by the display of the British produce in Qatar

Food is GREAT, Qatar

Top quality Kent strawberries, cherries, herbs, and salads are being exported to the Middle East. Food is GREAT celebrated the introduction of high-quality and sustainable fresh fruit and vegetables from British producer Golden Island, to Monoprix supermarkets in the Qatar capital of Doha.

Innovation is GREAT, UK

For the first time ever at a live sporting event, autonomous vehicles from Aurrigo were used at The Welsh Open. The vehicles transported golfers and their caddies across the Celtic Manor course as part of the European Golf Tour.

Food is GREAT, Qatar

HMA Jon Wilks was delighted to take part in the first of a series of ‘the Ambassador Cooks’, sessions in partnership with the Marriot Hotel in Qatar. Jon rolled up his sleeves and showcased fish and chips as one of the UK's favourite dishes.

People are talking by Healthcare is Great exhibition stand in Taiwan

Healthcare is GREAT, Taiwan

Composed of eight UK MedTech companies, Taipei Post participated in the 2020 BioAsia Taiwan trade show, sharing the UK’s best practices on medical and biotechnology. BioAsia Taiwan 2020 was the first and biggest major industry gathering in Asia since the onset of the COVID-19 pandemic. The DIT Taiwan Team collected more than 70 new contacts and generated more than 30 trade enquiries.  

July 2020

Aston Martin SUV in front of Exporting is Great branded shipping container

Exporting is GREAT, UK

GREAT and DIT created an iconic backdrop at the Port of Southampton to celebrate the imminent export of the DBX, Aston Martin’s new SUV. The cars are being built in a new state-of-the-art factory in St Athan, Wales, which employs over 600 people. Secretary of State for International Trade, Liz Truss, visited the port ahead of the third round of trade talks with the US.  

Her Majesty’s Trade Commissioner to China and Hong Kong, John Edwards, posing next to the Food is Great logo

Food is GREAT, China

John Edwards, Her Majesty’s Trade Commissioner to China and Hong Kong, made his first visit to Guangzhou. Filming for Food is GREAT took place as well as tasting of dim sum. The occasion promoted the UK’s quality food and drink and discussions were held on UK-China trade and investment partnerships. 

People posing in Love is Great branded t-shirts with Pride flags and paper fans

Love is GREAT, Israel

Towards the end of June, the British Embassy in Israel partnered with Chelsea FC Pride to support an LGBTQ+ rights rally in Tel Aviv’s Rabin Square, with GREAT-branded bags being given out to attendees. The Love is GREAT banner was also put up on the embassy building to celebrate Pride month and gained a lot of traction and attention both in the street and on social media. 

Three people posing in front of a Creativity is Great banner

Business is GREAT, Hong Kong

DIT Hong Kong hosted two webinars on the topics ‘New Normal, New Challenges: Is Hong Kong's retail sector ready?’ and ‘The Hong Kong Arts and Creative Hub – Opportunities Ahead’. The former focused on the growing opportunities in Hong Kong’s retail sector during and beyond the COVID-19 pandemic, while the latter explored exciting opportunities with UK creative services exporters. 

June 2020

Two workers wearing face masks packing fruit and vegetables into boxes

GREAT Inspirations, UK

Launched by the GREAT team, the GREAT Inspirations campaign celebrates some of the many UK businesses, organisations and individuals that have done extraordinary things during the COVID-19 pandemic. Over 60 companies were showcased on the GREAT website and were highlighted by national and local press.

Premier League footballer Sadio Mané

Football is GREAT, UK

Having seen action suspended in March due to the global coronavirus pandemic, the GREAT team marked the restart of the Premier League on the 17th of June with a social campaign to celebrate the most popular league in the world. The campaign promoted a variety of football teams and was picked up globally.

Clothes and shoes on display in a shop

Fashion is GREAT, Paris

In partnership with British Fashion Council, DIT hosted a London Fashion Week takeover at Paris’s top department store, Galeries Lafayette Champs-Elysées, promoting nine British designers and streaming digital content. Her Majesty's Ambassador toured the installation, demonstrating the UK’s continued commitment to the industry and support for upcoming talent. 

Love is Great logo displayed in front of a city skyline

Love is GREAT, Hanoi

Marking the end of Pride Month, the British Embassy in Hanoi teamed up with Hanoi Pride to host an exciting and colourful Pride Party. The event brought together members of the LGBTIQ+ community and supporters of the cause from social groups, international organisations and diplomatic missions in Hanoi.


Food is GREAT, UK

To celebrate National Biscuit Day, luxury British biscuit boutique Biscuiteers hand-iced a delicious biscuit treat especially for GREAT. Biscuiteers was first launched in 2007 within Selfridges’ Food Hall with a mission to create unique, stylish and personalised biscuits as a gifting solution with a twist. Every biscuit is lovingly hand-crafted from start to finish.


Events are GREAT, UK

VisitBritain partnered with MeetEngland, VisitScotland Business Events, Meet in Wales, Tourism Northern Ireland and London Convention Bureau to invite event planners and agencies to discover the best of the UK’s business events at MeetGB Virtual. Attendees learned about new products and innovations and created long-lasting business connections within the UK events industry.

April - May 2020

Opera singer Katherine Jenkins posing in front of a piano

Music is GREAT, UK

GREAT was delighted to join Katherine Jenkins OBE for her ‘Night at the Opera’-themed Facebook Live concert, a magical performance that brought joy to thousands of viewers during these uncertain times. Her concert series aims to entertain and provide company and comfort to all who are coping with lockdown across the globe. 

Robotic head

Events are GREAT, UK

VisitBritain partnered with MeetEngland, VisitScotland Business Events, Meet in Wales, Tourism Northern Ireland and London Convention Bureau to invite event planners and agencies to discover the best of the UK’s business events at MeetGB Virtual. Attendees learned about new products and innovations and created long-lasting business connections within the UK events industry.

Iced biscuit with the Great Britain and Northern Ireland logo

Food is GREAT, UK

To celebrate National Biscuit Day, luxury British biscuit boutique Biscuiteers hand-iced a delicious biscuit treat especially for GREAT. Biscuiteers was first launched in 2007 within Selfridges’ Food Hall with a mission to create unique, stylish and personalised biscuits as a gifting solution with a twist. Every biscuit is lovingly hand-crafted from start to finish.

March 2020

Person singing in front of the Music is Great branding

Music is GREAT, Jamaica

The UK Jamaica Fair showcased cultural diversity and partnership. Over 2,500 attendees immersed themselves in a British-inspired environment which included bag-pipe performances, singing competition and a fashion show. The event included a range of creative activities that brought art, music, fashion, technology and food to life.

Kathy Griffins posing in front of the Love is Great branding

Love is GREAT, Los Angeles

VisitBritain sponsored the Queerties LGBTQ+ award show including category sponsorship of the Love is GREAT award which received a record 1.6 million votes. The awards recognises the best in LGBTQ+ culture and media. Hosted by RuPaul's Drag Race star, Ongina, Kathy Griffins won the Queerty Resiliency award for her strong support on freedom speech.

Two people signing documents

GREAT for Partnership, Brazil

The official launch of the Intellectual Prosperity programme by Head of Prosperity, Ian Frew, and the local Prosperity Fund Trade Programme hosted by Her Majesty's Ambassador, Vijay Rangarajan. The programme aims to provide technical assistance in order to reduce barriers to trade and more access to innovation and investment.

Attendees sitting watching a fashion show

Fashion is GREAT, London

GREAT hosted Roksanda's London Fashion Week show in the Foreign and Commonwealth Office. Roksanda Ilinčić, originally from Serbia, educated at St Martin’s in London and became a London based designer for many stylish and powerful women from around the world, including the Duchess of Cornwall and Michelle Obama.

Trade is Great billboard on the corner of a building

GREAT Ready to Trade, USA & Dubai

The Department for International Trade rolled out its new trade and investment campaign across 18 cities in 13 countries around the world. The campaign seeks to reassure investors and buyers in key sectors such as renewable energy and automotive that the UK is ready, willing and able to trade with them. The campaign is supported by print and digital marketing.

Five people posing in front of the Fed Cup branding

Sport is GREAT, Bratislava

GREAT supported the GB Fed Cup team, with branding on the team kit and benches at the semi-finals. The GB team were narrowly defeated by Slovakia and will travel  to Mexico for the play-offs to qualify for the 2021 Finals.

Person being presented with a certificate

Education is GREAT, Egypt

The British Ambassador to Egypt hosted a welcome back event for 58 Chevening scholars after finishing their one-year scholarship programme. The scholarship promotes future leaders by providing fully funded one-year master's degress in a range of subjects in the UK's world-leading universities. 

Two people in front of the Education is Great logo

Education is GREAT, London

DIT exhibited at the Bett show, the world’s largest education technology show, bringing together over 800 leading companies, 103 new EdTech start-ups and over 34,000 attendees from 146 countries. Over 350 separate company meetings were held over the course of the event and Minister Stuart launched DIT’s new EdTech investment proposition.

Four people posing in front of a Deutsche Bahn train holding the Green is Great logo

Green is GREAT, Germany

GreenTech Festival announced that the UK will be the partner country for the event at a kick-off meeting organised by Deutsche Bahn, GreenTech Festival and the British Embassy in Berlin. The Ambassador, Sir Sebastian Wood, posed alongside the founders of GreenTech Festival, with the photos being featured across various media outlets.

Attendees at a Pride parade, featuring a bus decorated with Love is Great branding and rainbow-coloured balloons

Love is GREAT, Brazil

The 23rd edition of the Porto Alegre LGBTQ+ Pride parade was attended by over 100,000 people. The parade also celebrated the 50th anniversary of the Stonewall uprising. The Love is GREAT campaign supported the event, featuring on the main stage billboard and in social media posts with a reach of over 3,000 people.

Person posing in front of a Culture is Great banner

Culture is GREAT, Namibia

Local influencer, motivational speaker and founder of The Body Experience, Hermien Elago, attended the Queen’s Birthday Party 2019 event, which was focused on UK soft power and relations with Namibia. Hermien has a passion for seeing individuals achieve great things and she believes that leading a healthy life begins with a healthy mindset.

November 2019

Film is GREAT, Brazil

VisitBritain, Foreign and Commonwealth Office and the Department for International Trade, in association with Universal Pictures Brazil, collaborated on the premiere of the Downton Abbey film in Brazil. The event was hosted to promote the UK's film and creative industries to the media and travel trade.

Innovation is Great branded StreetDrone vehicle

Innovation is GREAT, USA

StreetDrone exhibited at the CoMotion LA conference and AutoMobility event. The micro-mobility vehicle, Twizy Pod, enables quicker and easier testing of autonomous technology and hopes to be the first ultra-compact electric vehicle for city driving. This event enabled StreetDrone to begin offering its products to North American customers for the first time.

Three people in front of the Sport is Great logo

Sport is GREAT, Madrid

GREAT supported the Great Britain team at the Davis Cup tennis tournament in Madrid, where GB was narrowly defeated by Spain in the semi-finals. ‘Sport is GREAT’ branding was displayed on the team’s training kit and on the team bench behind the players, which included Sir Andy Murray.

Three people in front of the Great for Partnerships logo

GREAT for Partnership, Mozambique

As winners of the Green is the New Black competition, four designers from Mozambique showcased their amazing sustainable fashion pieces to the High Commissioner. The designers will now embark on a sustainable fashion training course in the UK as a result of their cutting-edge designs.

Food is GREAT, Japan

DEFRA and the British Embassy of Tokyo created a consumer-focused roadshow to capitalise on the buzz around the Rugby World Cup. The roadshow travelled to key cities for the home nations’ matches in Kobe and Tokyo. Guests sampled UK food and drink which was combined with interactive exhibits on key categories.

Two people wearing VR headsets

Innovation is GREAT, London

GREAT hosted an event over three days at the NATO Parliamentary Assembly. The aim was to promote the UK’s world-leading innovation expertise in a variety of fields. The GREAT pavilion displayed GREAT partners Airbus, Vantablack, the Digital Catapult, the Red Arrows VR Experience (pictured) and Gravity Sketch.

Green is Great branded car

Green is GREAT, Norway

Going electric, the British Embassy in Oslo is the first to receive one of the new Jaguar i-Pace ‘flag cars’. The purchase is part of the ‘Future Perfect’ strategy, which will convert the Foreign Office's fleet of cars and vehicles to lower emission vehicles, helping to reduce the organisation’s carbon footprint.

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