HK pushes 'capital of pop culture' agenda but what's needed to make it a reality?

Hong Kong has had quite a number of global artists performing in the city, driving millions in tourism dollars in a bid to boost the local economy. From the recent Coldplay shows to upcoming concerts by Taiwanese singers Jay Chou, JJ Lin and Korean girl group BABYMONSTER, Hong Kong is positioning itself as a premier destination for major pop concerts and aligning with the government’s objective of establishing the city as the “capital of pop culture”, according to the city’s tourism chief Rosanna Law.  

These global artists and concerts clearly present a significant opportunity for Hong Kong to boost its tourism and economy by attracting a diverse international fanbase, said Rajiv Jayaraj, principal consultant, R3, in a conversation with MARKETING-INTERACTIVE. He added the key however lies in delivering exceptional experiences to both the artists and their audience to ensure long-term engagement and repeat visits. 

International fans travelling specifically for these concerts offer an immediate opportunity to enhance Hong Kong’s tourism sector, he explained.  “This influx creates a platform to position the city as a dynamic, international destination, strengthening its status as a global entertainment hub."

To fully leverage these events, a robust marketing strategy and seamless production are essential. Integrating promotion with efficient logistics will amplify the impact and extend the benefits beyond the event itself, he further explained.

In today’s experience-driven world, global artists are the new economic engines, according to Jacopo Pesavento, founder and CEO, Branding Records. “Fans don’t just buy tickets; they book flights, flood hotels, and turn entire districts into pop-culture hotspots. K-pop alone has reshaped tourism in Seoul, turning it into a pilgrimage site for global fans—why shouldn’t Hong Kong do the same?” 

Analysing the Gaga situation

However, Pesavento said that with JJ Lin and BABYMONSTER headlining major concerts in the city, the question isn’t whether they’ll sell out (they will), but how much of a seismic impact these events will have on Hong Kong’s tourism and economy. 

Taking Lady Gaga’s recent Asia tour that skips Hong Kong as an example, Singapore has positioned itself as the go-to hub for high-profile entertainment, while Hong Kong is still playing catch-up, he said. “The question isn’t why we lost this show—it’s why we’re losing the narrative. If Hong Kong wants to be recognised as a global centre of entertainment, it needs more than just a new stadium—it needs a strategy, a brand, a pull," he said. 

This requires more than just a concert - it needs a strategy, he said, adding that the city is leveraging the universal power of music to pull in high-spending, experience-hungry travelers who will spend big not just on tickets, but on shopping, dining, and entertainment.

“Hong Kong isn’t just hosting artists—it’s making a play to reclaim its status as Asia’s ultimate cultural and entertainment hub. So the real question is: Will Hong Kong double down on this momentum, or let other cities steal the stage?” 

Meanwhile, cities such as Singapore have openly pursued aggressive strategies, such as offering substantial incentives to Taylor Swift to make the city her exclusive stop in Asia. For Hong Kong to compete effectively, it will need to adopt a similarly bold approach to securing top-tier performers and high-profile events, added on industry players.

Additionally, Hong Kong continues to grapple with the residual effects of political and social unrest, which have impacted its global image, said Alexandra Harrison, senior brand and partnerships manager, Havas Media Hong Kong.

“While the city boasts state-of-the-art infrastructure, including the newly launched Kai Tak Sports Park, challenges such as high operational costs and complex bureaucratic processes must be addressed.”  

“By streamlining event logistics and enhancing support for organisers, Hong Kong has the opportunity to rebuild its standing and reestablish itself as a premier destination in the global concert economy,” she added.  

International stars such as Lady Gaga's decision to skip Hong Kong highlights a broader challenge: attracting global artists involves more than just having the right venue and requires a compelling combination of government incentives, strong brand partnerships, and tourism-driven promotions. 

For instance, in Singapore Marina Bay Sands rolled out special hotel packages that referenced Swift’s popular songs, such as the "Stay stay stay" package starting from HK$58,000 and the "Wildest dreams" package starting at HK$290,000. 

Maximising the potential of Kai Tap Sports Park

To maximise the potential of Kai Tap Sports Park and reestablish the city as a key player in the global entertainment scene, Hong Kong should streamline event logistics and enhance support for organisers, according to Havas Media’s Harrison.  

These strategies include offering financial incentives or subsidies to event organisers, simplifying the permitting process, and enhancing marketing efforts to showcase the city’s unique cultural and logistical advantages. Collaborations with global entertainment companies could also help attract high-profile acts, she added. 

KTSP also presents an opportunity for Hong Kong to offer exclusive deals and incentives to secure key tour stops and attract top-tier talent through a focused, strategic approach, thereby positioning itself as an attractive, hassle-free stop, according to R3’s Jayaraj.  To fully leverage these events, a robust marketing strategy and seamless production are essential, with integrated promotion and efficient logistics amplifying the impact and extending the benefits beyond the event itself.

In a broader context, Branding Records’ Pesavento said infrastructure is table stakes, while the real play is in perception, policy, and proactive deal-making. He also said the Las Vegas Sphere in US was a good example, which was marketed for its immersive video and audio capabilities and featured a 16K resolution wraparound interior LED screen, speakers with beamforming and wave field synthesis technologies, and 4D physical effects.  

“It’s not just a venue; it’s a destination. That’s the mindset shift HK needs,” Pesavento said.  

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