Hong Kong sets up task force on promoting and branding HK to enhance its image

The Hong Kong government has set up a task force on promoting and branding Hong Kong to tell good stories of the city, as an effort to raise the city's international profile and enhance its branding and image.

According to the official press statement, the task force has been established to focus on devising narratives for the new situation, new potentials and new opportunities in the city under its new development stage.

Through tapping the views of the market and stakeholders, as well as direct communication and public relations promotion, the task force aims to allow stakeholders in Hong Kong, the mainland and overseas regions to have a more comprehensive understanding of Hong Kong's advantages and opportunities so that the city's edges can be fully known, understood and recognised.

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Led by Paul Chan, the financial secretary, the task force will advise the government on the overall strategy of promoting Hong Kong's advantages, and a series of promotional plans and activities overseas and in the mainland. "With concerted efforts of Hong Kong's partner organisations and members, the task force aims to tell good stories of Hong Kong to raise the city's international profile and enhance its branding and image so that all parties can better understand Hong Kong's advantages, potential and opportunities," the statement read.

"After undergoing three years of the pandemic, our community has returned to normalcy rapidly, and now is the time for us to take the initiative to proactively promote Hong Kong. With the development in the past few years, Hong Kong has embraced many positive changes, and its positioning has become clearer. However, people outside Hong Kong may not be aware of the new opportunities brought by these changes, and some of them might still have negative perceptions of Hong Kong since they might not understand the city's situation,” said Paul Chan, the city's financial secretary.

“With the resumption of convenient cross-boundary movement, we must go all out to promote Hong Kong's new potentials and opportunities at full steam. Meanwhile, the government is planning a series of events, one after another, with a view to enhancing promotion of Hong Kong in overseas regions and in the Mainland,” Chan added.

Apart from official members, the task force comprises prominent individuals with diverse background such as Samir Assaf, senior advisor to HSBC's Group chairman, Allan Zeman, chairman of Lan Kwai Fong Group, Adrian Cheng, CEO and executive vice-chairman New World Development, Mabel Cheung, film director and Tammy Tam, editor-in-chief at South China Morning Post. The task force also partners with representatives of Hong Kong Inc. partner organisations such as Airport Authority, Hong Kong Tourism Board, MTR Corporation and Hong Kong Monetary Authority.

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The move comes as Hong Kong’s new leader John Lee stressed that one of the key chapters of the story of Hong Kong is about its national and international connectivity. He said at an event earlier in July last year that the Hong Kong government will make the best endeavours to tell the world the good stories of Hong Kong.

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