The makings of an unforgettable experience: How HK keeps up to the beat of Coldplay

Good news for Coldplay fans in Hong Kong as the British pop-rock band is returning to the city after 16 years. It will be taking the stage at Kai Tak Sports Park as part of its Music of the Spheres World Asia Tour in April 2025.  

The band revealed its 2025 concert tour dates in Asia on Thursday, with the three Hong Kong gigs set to take place on 9, 11, 12 April at the soon-to-open, 50,000-seat mega stadium in Kai Tak Sports Park. 

Recognised as the most highly attended tour by a group of all time, Coldplay's Music Of The Spheres World Tour has been captivating audiences globally, having sold over 10 million tickets since its kickoff in March 2022. 

Apart from Hong Kong, the band will also perform in Abu Dhabi in the United Arab Emirates and Mumbai in India in January next year. Four other shows will be held in Seoul in South Korea in April. 

Marking Coldplay’s first tour in Hong Kong since 2009, the brand’s long-awaited return will be part of the sports park’s inaugural celebration, according to Klook, an “official experience partner” of the concerts. 

"Klook is excited to welcome Coldplay back to Hong Kong, marking not only the band’s long-awaited return since 2009 but also the grand opening of the iconic Kai Tak Sports Park Main Stadium," said Kenny Sham, general manager of Klook Hong Kong & Macau.  

"This marquee event will energise the city’s mega events economy, and we are proud to play a key role in this by offering exclusive bundled deals on accommodations and tour tickets, helping fans pursue their ‘Adventure of a Lifetime’ with an unforgettable entertainment experience,” he added. 

The Klook Experience Package will be released for a Klook pre-sale starting from 8 October. This package deal will consist of tour tickets and a one or two-night accommodation at a Hong Kong hotel. 

How are brand sponsors measuring the ROI of the event? 

Meanwhile, AIA has also announced its partnership with Coldplay for the highly anticipated Music Of The Spheres World Tour in Hong Kong.  

The sponsorship, which serves as a role model for sustainable events, also aligns with AIA’s Environmental, Social, and Governance (ESG) commitment, emphasising sustainability and community wellbeing, according to Alger Fung, CEO, AIA Hong Kong & Macau.  

“By promoting sustainability through inspiring events such as the Music Of The Spheres World Tour in Hong Kong, we aim to enhance the overall experience for concert-goers while contributing positively to society,” he added. 

"AIA is dedicated to creating memorable and delightful experiences that encourage individuals to live ‘Healthier, Longer, Better Lives.’ We are honoured to be in this partnership to bring extraordinary world-class musicians such as Coldplay to Hong Kong. With their performance taking place at the brand-new Kai Tak Sports Park, we believe it will create a refreshing experience for all participants, appealing to both locals and tourists, supporting the mega-event economy, and benefiting Hong Kong in multifaceted ways,” he added. 

With its performance taking place at the brand-new Kai Tak Sports Park, Melissa Wong, chief customer and marketing officer of AIA HK & Macau, believed it will create a refreshing experience for all participants, appealing to both locals and tourists, supporting the mega-event economy, and benefiting Hong Kong in multifaceted ways.

In terms of ROI measurement, Wong said AIA focuses on creating memorable and delightful experiences for customers and the community, making a positive impact on sustainability, and contributing to the mega-event economy.  

Social sentiments

With Coldplay's surprising announcement, netizens are generally excited about its upcoming tour in Hong Kong. Media intelligence firm CARMA saw over 4,000 mentions related to the announcement, of which 15.7% carried a positive sentiment and 3.1% carried a negative sentiment. "Many believe having Coldplay in town is something to look forward to. Discussions are also happening in forums about fans' favourite Coldplay songs," said Charles Cheung, CARMA's HK GM.

However, some are skeptical. "Initially, many doubted that Coldplay would choose Hong Kong over other Asian cities for their tour, with some going as far as doubting it was fake news," Cheung said.

Meanwhile, social monitoring firm Meltwater saw over 2.67k mentions over the past 24 hours regarding the announcement, with 9.1% positive, 89.1% neutral and 1.8% negative sentiments. Keywords associated with the gig include "Hong Kong", "DHL", "Music of the Speres World Tour", "fans", "Coldplay".

In fact, audiences seek experiences that fulfill all their expectations in every aspect, said Klook's Sham. This is coupled with Klook's 2024 "Travel Pulse Survey", which showed that nearly half (48%) of APAC travelers identified specific events such as concerts, art, culture, sports and entertainment events as the top experience they plan for trips.

"Concert tourism is a rising global trend that brings global tourists and music lovers to venues all over the world, and we believe with the new Kai Tak Sports Park Main Stadium as well as other key infrastructures, Hong Kong is well-positioned to ride on this trend," he added.

While the reputation and quality of performers are certainly important, attendees expect more when traveling to a new destination for events, he said. "Factors such as the dining scene, connectivity, and options and quality of accommodation all play a crucial role in their overall experience and the city’s attractiveness."

"Klook’s extensive partner network in Hong Kong addresses these demands, demonstrating the city’s capability to host global audiences effectively. As experience has become the new currency in tourism, our city’s capability in hosting large scale events, such as the soon to come Coldplay tour, shall further strengthen Hong Kong’s position as a tourism city," he explained.

What kind of experiences are audiences looking for?

With Coldplay’s highly anticipated return and the grand opening of Kai Tak Sports Park, audiences are eager for an immersive, unforgettable experience, according to Alex Harrison, senior brand and partnerships manager for Havas Play. 

“They are looking for more than just a concert; they want a multi-sensory journey filled with vibrant visuals, interactive elements, and a sense of community,” she added. 

Brands can capitalise on this by creating unique, engaging activations that enhance the overall experience, such as exclusive backstage access, personalised merchandise, and interactive digital content, she added.  

“By aligning with the emotional and experiential aspects of the event, brands can forge deeper connections with fans and leave a lasting impression," she said.

Since Hong Kong can now be a part of global concert tours, the exposure is much bigger than before and would definitely attract global brands to involve, according to Eugene Wong, CEO, Sunny Idea Hong Kong.

"In addition to existing commercial partnerships with the stadium, the possibly of hosting world-class events such as The Rugby Sevens would bring huge business opportunities for brands to interact with hundreds of thousands of audiences and media. It is also an excellent addition to the government's portfolio," he added.

Kevin Kan, chief experience officer, Break Out Consulting Asia, said from a consumer perspective, he'd be looking for an enhanced experience where the concert tickets and accommodation are linked to airport transfers, tours of the new stadium complex, concert night transportation and maybe even a “backstage meet” pass.

On the other hand, the opening of the Kai Tak Sports Park is a golden opportunity for brands to gain exposure and connect with audiences. Large-scale events such as the Rugby Sevens, National Games, and major concerts will attract thousands of attendees who will appreciate seamless experiences from ticketing to transportation to on-site amenities, said Rudy Chan, co-founder at Cloudbreakr.

"Brands can capitalise on this by partnering with event organisers to offer exclusive access to tickets, merchandise, or VIP experiences, which creates a sense of exclusivity," he added.

The upcoming Coldplay concert will be a very important first step in establishing Hong Kong as one of the region’s premier cities for touring acts, its prime location will be a key factor in this, said Judd Christie, managing director, Uniplan Hong Kong.

"Hopefully, the combination of the stunning harbour, unique attractions of Hong Kong and the world's best touring acts can provide a much-needed boost to tourism."

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