Chery Takes Flight at Bristol International Balloon Fiesta

Chery’s participation as Official Car Partner of the 2026 Bristol International Balloon Fiesta brought a Chinese automotive brand into the heart of one of Bristol’s best-known community events.

With an estimated 300,000 visitors, the Fiesta provided an opportunity for Chery to connect with British families through a shared experience. Its involvement included a branded hot-air balloon, vehicle displays, hospitality facilities and a fleet of 12 vehicles supporting event operations, combining a visible presence with practical support for the organisers.

The partnership began with an idea from Yang Ding, a Director of the Bristol & West of England China Bureau and Founder of New Silk Route Digital. Recognising the fit between Chery’s family-focused positioning and the Fiesta’s audience, Yang approached Bureau Chief Executive Dianne Francombe in January. Dianne introduced him to Ben Hardy of Richmond Event Management, enabling sponsorship discussions to begin.

Over the following months, Yang helped facilitate communication between Chery and the organisers, sharing the sponsorship proposal, relaying questions about media exposure and helping progress discussions. After Chery indicated its agreement to proceed in April, he continued assisting with balloon arrangements and communicating the company’s preferences. Dianne’s introduction, Yang’s ongoing coordination, and the work of Ben and the organising team each contributed to bringing the partnership to fruition.

For Bristol, the partnership demonstrates how local cultural events can attract international commercial interest while giving businesses a meaningful way to contribute to city life. It also offers a practical example of UK-China cooperation, built around an understanding of what matters to a brand and its potential customers.

For Chinese companies developing their UK presence, participation in community and cultural events can help build familiarity, create opportunities for conversation and establish relationships beyond the showroom. The Bureau hopes this example will encourage further partnerships that connect Chinese businesses with British communities, supporting valued events while opening new avenues for commercial and cultural exchange across Bristol and the West of England.