Prudential serves as lead sponsor for upcoming Doraemon exhibition in HK

Following the highly anticipated Doraemon drone show last Saturday, Prudential Hong Kong, as the lead sponsor, has joined forces with AllRightsReserved (ARR) and Fujiko Pro to unveil the "100% DORAEMON & FRIENDS" Tour (Hong Kong), exhibition in the city.

From 13 July to 4 August, the “100% DORAEMON & FRIENDS” tour exhibition will take place at Avenue of Stars and Tsim Sha Tsui Harbourfront to commemorate the 90th anniversary of Doraemon’s creator Fujiko F Fujio.

The exhibition will feature the world’s tallest 12-meter inflatable sculpture of Doraemon, accompanied by 34 1:1 life-sized sculptures of Doraemon from manga and animation series, as well as ten Doraemon’s friends and family.

Moreover, the “100% Avenue of Stars” will pay tribute to the Hong Kong film industry, with Doraemon and friends, including Nobita, elegantly dressed in formal attire in Avenue of Stars with the comic-style standees of 13 Hong Kong film practitioners, showcasing along and walking across the Doraemon’s theme colour “blue” carpet. 

The overarching theme of the exhibition, “A true friend is always there when you need them,” will be brought to life through the debut of a new secret Doraemon gadget, the “100% friends-calling bell”, to summon friends from all over the world to come.

The theme mirrors Prudential’s dedication to being there for its customers and providing unwavering support as a trusted friend whenever needed, as stated in the corporation’s release.  

Ivan Choi, chief customer and marketing officer of Prudential Hong Kong, said: “Doraemon, a fond childhood memory that has inspired multiple generations, stands as a testament to our shared nostalgia. We are delighted to bring this beloved icon back to everyone in Hong Kong."

The ‘100% Friends-Calling Bell’ that debuts this time is of real significance for Prudential, he added. "It echoes our unwavering commitment to listening to people and supporting their needs, reinforcing our mission to be there 'for every life, for every future' in people’s pursuit of wellbeing. As the lead sponsor of this event, we are ready to bring fresh joy to this vibrant city and create memorable moments through an array of innovative, online and offline activities during the coming months.” 

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The exhibition is also co-sponsored by MTR Corporation, Ngong Ping 360, Samsung, and supporting organisations Culture, Sports and Tourism Bureau and Hong Kong Tourism Board.

The initiative also features a ticketed exhibition on the 6/F of K11 MUSEA to bring loyal fans into Doraemon’s immersive and all-inclusive world.

The indoor “100% Doraemon Manga Art Exhibition Hall” will feature an exclusive screening of an animated short film commissioned by ARR tailored for Hong Kong, partnering with the Japanese animation team “Shin-Ei Animation”. 

The ticketed exhibition hall will also feature an immersive room, interactive installations, replicas of high-quality original artworks, scenes from Doraemon’s long tales and featured movies, and a display of 17 sets of sculptures. Fans can enter both exhibition areas with the same ticket and receive a commemorative “100% DORAEMON & FRIENDS” acrylic pin as a souvenir.

The exhibition also offers a “premium set” admission ticket. Limited to 3000 sets, it includes a ticket, a complimentary “100% DORAEMON & FRIENDS” acrylic pin set of nine Doraemon pins with an “Anywhere Door” stand and stickers, allowing fans to collect the whole set of limited-edition pins at once. 

Visitors can unlock interactive and virtual “100% Digital Stamp” experiences within the exhibition using their DORAEMON ID, a personalised digital manga art avatar launched on 30 May, to capture every moment with Doraemon. 

Moreover, the exhibition will release a series of exclusive collectables to commemorate the first stop of the tour in Hong Kong, including high-quality print, a wooden sculpture, which is limited to 500 worldwide, plush toys, and more. 

The collectable series will be available for early access at the DDT Store starting on 8 July, while the onsite pop-up store will be opened to the public for free on 13 July, including merchandise exclusively available at the venue. 

Apart from the Avenue of Stars, there will be a special appearance featuring a 1:1 sculpture of each of the 45 Doraemon movies displayed at different periods and in different public spaces. Doraemon will also step out of the “Anywhere Door” into different public spaces, accompanied by the “100% Friend-Calling Bell”, to connect and interact with the community. 

Jitsuko Katsumata, chief executive officer of Fujiko Pro, said: “The scale and content of this event is completely unprecedented in history, and I am very much looking forward to this event, where I can personally come and see Doraemon interacting energetically with the people of Hong Kong.” 

“Inherited from my father, I believe my responsibility is to cherish his work and protect it as always, without damaging it,” added Katsumata. "Visitors can appreciate and experience the world of Doraemon from any angle, whether it’s manga, animation, three-dimensional works, or digital technology in this "100% Doraemon & FRIENDS Touring Exhibition". 

SK Lam, the founder of ARR, added: “In 2012, we created a sensation in Hong Kong with our first exhibition, ‘100 Years Before Birth of Doraemon’ Exhibition, which featured the first-ever three-dimensional sculpture of Doraemon.” 

“Since then, the exhibition has toured 16 Asian cities, including Japan. Commemorating the 90th birthday of the creator Fujiko F Fujio, I am excited to collaborate with Fujiko Pro once again at a scale even larger than ever before. Many of the sculptures have never been exhibited before, and I hope we can share the joy and revive our collective childhood memories through public art and exhibitions,” continued Lam.

“I would like to thank Fujiko Pro, as well as all the sponsors, partners, government authorities and departments, local and global teams for achieving such a large-scale project in a short period of time. I hope it will be a great experience for everyone who comes here to enjoy it.”

MARKETING-INTEARCTIVE has reached out to Prudential for more information. 

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