For many education technology companies, international growth is about reaching new markets. For Elecfreaks, the bigger challenge has been understanding them. 

From curriculum requirements to classroom priorities, every country is different. Building a global education business requires more than exporting products. It requires local knowledge, trusted partnerships and ongoing conversations with educators. 

Over nearly a decade, Bett UK has become an important part of that journey, helping Elecfreaks build its international network, understand new markets and turn global STEM solutions into locally relevant learning experiences. 

Building learning ecosystems for local classrooms 

At Bett UK, Elecfreaks showcases its STEM learning solutions built around the BBC micro:bit ecosystem, including the Nezha series for primary and secondary education. 

However, the company is not simply showcasing products. 

"In education, hardware is not the most important thing. The most important things are service, curriculum and helping schools solve real problems," said Tyler Yuan, Sales Director of Elecfreaks. 

Rather than presenting individual products, Elecfreaks showcases a complete learning ecosystem that combines hardware, curriculum content, thematic learning and teacher support. 

But creating solutions for local classrooms cannot be done from a distance. 

"As a Chinese company, it's very difficult to truly understand every country and region," Tyler said. 

Building a global partner network 

Today, Elecfreaks works with around 200 distribution partners worldwide, and these relationships are central to its international growth strategy. 

For the company, distributors are far more than sales channels. They help the team understand local priorities, adapt curriculum content and position products for different markets. 

"Some products may look global, but they are actually designed specifically for markets such as Spain, Japan or South Korea." 

Over the years, Bett UK has become one of the company's most important platforms for building and strengthening these relationships. 

"The purpose of attending an exhibition isn't necessarily to close deals. It's about meeting new customers and understanding new market demands," Tyler said. 

Bringing together partners from multiple countries in one place allows the team to exchange ideas, understand changing market needs and explore future opportunities in just a few days. 

Why Bett UK remains a priority investment 

Elecfreaks first attended Bett UK in 2016 after a recommendation from a connection in Hong Kong. 

Curious to see what it was all about, the team travelled to London for the first time and quickly realised that Bett UK was much more than a UK event. 

"It covers not just the UK market but Europe and the wider global education community," Tyler said. 

Today, Bett UK is Elecfreaks' largest overseas exhibition investment, with annual spending of over $70,000. 

The company regularly attends exhibitions in the United States, Japan and South Korea, but says Bett UK remains unique because of its international reach and its ability to bring together the global education community in one place. 

For Elecfreaks, Bett UK is not only where products are showcased. It is where relationships are strengthened, new markets are explored and new opportunities emerge. 

More than meetings 

Beyond distributors, Bett UK has also become an important place for Elecfreaks to connect with education creators, the Maker community and teachers. 

"Many education creators from the UK, Europe and the United States come to Bett UK, so we often meet them at the event," Tyler said. 

The event also gives the team direct access to educators and insights they would struggle to gain from afar. 

One conversation in particular has stayed with them. After developing a product and creating six example classroom activities, the team met a UK teacher at Bett UK who had already developed hundreds of activities using the same product and had even linked it to British history and local curriculum topics. 

"Sometimes, as product developers, we only see 10 or 20 percent of what a product can do. Teachers and students often discover possibilities that we never imagined." 

These conversations continue to shape product development and provide insights that the company would struggle to gain from afar. 

Making education more accessible 

As artificial intelligence continues to reshape education, Elecfreaks believes that the real value of technology lies in making learning opportunities more accessible. 

"What we really want is for our products to reach every corner of the world, including regions where educational resources are more limited," Tyler said. 

Elecfreaks' story shows that international growth in education technology is not simply about exporting products. It is about understanding local needs, building long-term partnerships and continuously learning from educators around the world. 

For Elecfreaks, Bett UK has become much more than an exhibition. It is where the company strengthens partnerships, gains local market insights and learns directly from the educators who use its products every day. 

As the company continues to expand internationally, those conversations remain central to its growth, helping turn global products into solutions that work in classrooms around the world. 

Ready to grow your business internationally? Talk to our team today and discover how Bett UK 2027 can help you build partnerships, gain market insights and achieve your growth goals.