‘Night Vibes Tsim Sha Tsui’ campaign slated to launch over Lunar New Year holidays

Inspired by the government's "Night Vibes" initiatives, the revamped Yau Tsim Mong District Council has proposed to host a community version of the "Night Vibes Hong Kong" campaign in Tsim Sha Tsui over the Lunar New Year holidays and Valentine’s Day.

According to a document submitted by the Home Affairs Department of Yau Tsim Mong District Office, Yau Tsim Mong district is a commercial and tourist area that is filled with shopping malls, hotels and restaurants.

Recreational facilities and historical sites are also advantages of Yau Tsim Mong in promoting economic development, said the document. The Temple Street night market launched in December last year is also a good example of how a district can promote economic development.

The proposed dates of the “Night Vibes Tsim Sha Tsui” campaign (尖咀夜繽紛) will be around Lunar New Year holidays and Valentine’s Day in February, aiming to attract residents to spend money in the district based on the "government, business and citizen" partnership model (政、商、民合作模式). 

The campaign will also feature lighting decorations, large standing neon signs, street performances and activities on Nathan Road around Park Lane Shopper’s Boulevard to boost consumption involving nearby stores and hotels. Merchants nearby will also distribute coupons, New Year snacks and gifts. 

Furthermore, the campaign will assist foreign artists in placing heart-shaped balloon installations on streets in the district before Valentine’s Day and Lantern Festival, aiming to attract people to take photos at relevant places. Meanwhile, the district council proposed to hold fireworks displays in Victoria Harbor during peak tourist season. 

In terms of medium-to-long-term development, the district council has pledged to study the future direction of the Temple Street night market and the feasibility of cooperating with the West Kowloon Cultural District to organise more markets in the future.

It also promised to study and organise activities related to street areas such as Mong Kok Flower Market, Ladies Market, “Sneaker Street” (波鞋街), “Bar Street” (酒吧街), as well as cooperate with shopping malls and restaurants in the district to launch promotions.

According to SCMP, while most district councillors support the plan, some expressed concerns over the traffic and potential law and order issues. For example, district councillor Benny Yeung said the event might cause disturbance to residents in the neighbourhood.

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Back in September last year, the government revealed the details and upcoming promotional activities as part of the “Night Vibes Hong Kong” campaign, including free MTR rides after 10.30 pm, late-night movie discounts and a free Wednesday night at Happy Valley Racecourse for the public. 

In fact, this has stirred up conversations among HongKongers and the marketing industry as to whether these activities can open up residents’ wallets. According to media intelligence firm CARMA, the campaign saw over 4,500 mentions across various media platforms from 15 September until 18 September. Of the coverage, 23.9% of mentions were positive, while 11.4% were negative. 

Chief executive John Lee said in December last year that Hong Kong would continue to introduce a new series of activities under its ‘Night Vibes Hong Kong’ campaign to boost social development upon receiving positive feedback. 

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