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SCMP Reporter

A SMALL privately-funded group of Hong Kong and Taiwanese investors is setting up Asia's first permanent trade exhibition centre in the heart of the North American market.

  The Asia Trade Exchange is being developed by three expatriate Chinese businessmen who have lived in Canada for the past 10 years.

  Eric Liao, Lincoln Tseng and Tim Man plan to open a trade exhibition centre in Toronto in late March with about 1,500 Asian manufacturers displaying their wares in one of the most lucrative consumer markets on earth.

  They have received the blessing of the Canadian Government and have so far signed about 200 exhibitors from Asia.

  According to Hong Kong-based ATE representatives, the project is aimed at small-to medium-sized companies looking to boost exports.

  ''The difference between us and government-sponsored trade missions is that we will be a permanent fixture,'' said Michael Tang, a director of ATE's Hong Kong office.

  The exhibitors will sign for a minimum 12 months and can either promote the product themselves or contract ATE to manage their operation.

  The trade centre is pitched at retailers from Canada and the United States who are looking to sell Asian-made goods into the lucrative North American marketplace.

  Toy makers, jewellers and garment makers predominantly from Taiwan make up the bulk of exhibitors which have already signed.

  But it is now turning its sights to Hong Kong and the mainland.

  ''We are hoping to take on about 100 manufacturers from Hong Kong. The initial response here has been very positive,'' said Jon Lewis-Evans, also a director of the local operation.

  The mainland remains ATE's most attractive prospect and it plans to use a recently-negotiated agreement with the China Council for the Promotion of International Trade to develop trade links between China and North America.

  Mr Lewis-Evans and Mr Tang, former accountants with Peat Marwick and Price Waterhouse respectively, said the exchange was not setting up as a rival to Government-run trade fairs.

  ''We are an alternative. We are not any better than the trade shows which come and go but we want to establish a permanent base to open up trade between the two regions,'' said Mr Lewis-Evans.

  The venture has garnered the support of Canadian MP Dennis Mills who described the the project as a ''dream come true'' for business on both sides of the Pacific.

  ATE's exhibition centre will be completed early next year at a cost of around US$10 million.

     and further space is expected to be converted towards the end of the year.



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