Korean character and content companies lined up about $16.6 million in potential licensing deals at major trade fairs in London and Shanghai this month, the culture ministry said Friday. The Ministry of Culture, Sports and Tourism and the state-run Korea Creative Content Agency (KOCCA) ran Korea pavilions at Brand Licensing Europe (BLE), held Oct. 6-8 in London, and at the China Licensing Expo (CLE), held Oct. 21-23 in Shanghai. At licensing fairs, companies that own characters, brands and other intellectual property (IP) sell the rights to put them on toys, stationery, clothing and other products. A total of 35 Korean companies — including HYBE, the agency behind BTS, as well as The Pinkfong Company and CJ ENM — conducted 860 business consultations with overseas buyers, discussing deals valued at an estimated $33.62 million. Of that total, roughly $16.6 million is expected to result in binding contracts, according to the ministry. The participating firms also signed 11 on-site contracts and memorandums of understanding. At BLE, Europe’s largest licensing show, 10 Korean companies