Brand Licensing 

Endemol Shine Group appoints Brands United to represent brand Master Chef in China

Global content creator Endemol Shine Group has taken the service of Brands United to represent the MasterChef brand for licensing in the Greater China region.

Under the influence of the agreement, Brands United will aim to build brand awareness in the Chinese market through merchandise and promotional efforts.

MasterChef is one of the most successful cookery TV shows in the world and has been adapted locally in 52 countries. Today, the brand extends across multiple licensed categories including publishing, consumer products, live events, travel, digital and more.

“MasterChef is not only one of the top formats in Endemol Shine’s catalogue but also a leader among worldwide food shows,” said William Tan, Managing Director, Endemol Shine China. “It’s our honor to collaborate with Brands United as consumers will enjoy the ‘MasterChef’ brand in diversified ways,” he added.


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