In September 2006 organiser Reed Miden launched MIPIM Asia, the first Asian version of the hugely successful MIPIM European property show held annually in Cannes, France. Running from 27 to 29 September at the HKCEC, MIPIM Asia attracted over 2,000 property professionals from 48 countries around the world to its inaugural show. The attendance levels spoke eloquently of the huge global interest in Asian property, and of the level of potential that is seen to exist in this market. The event was acknowledged as being particularly valuable in giving international property investors and end-users the opportunity to get an overview of some of the most important property projects and developments going on across Asia at the moment, something that has previously been difficult to achieve given the complex and somewhat fragmented Asian real estate market. The HKCEC hosted a wide range of mock-ups, plans, videos, and photograph displays, as well as a welcoming cocktail reception, all of which proved excellent methods of bringing high-potential new developments to the attention of international investors and potential partners.