UK NOW was an 8-month arts festival organised by British Council. Comprised of 225 events in 29 cities UK NOW reached an audience of over 4 million people and tens of millions more through China’s booming social media. The festival took place before and after the London 2012 Olympic Games, creating a year of unprecedented British sporting and cultural activity.
Apart from Beijing, Shanghai, Guangzhou and Chongqing, UK NOW took in cities as far afield as Harbin in the north-east, Kashgar in the far west, and Xiamen in the south-east. In all, 776 artists presented in 166 venues. From Tony Cragg, Akram Khan and A S Byatt to the National Theatre of Scotland, Northern Ireland Opera, and the Victoria and Albert Museum.