Hong Kong has positioned itself to become the world city of Asia.
This positioning is designed to highlight Hong Kong's existing strengths
in areas such as financial services, trade, tourism, transport, communications,
and as a regional hub for international business and a major city in
Hong Kong's positioning as Asia's world city, like other world cities
such as London and New York, is based on:
Strong links with its hinterland, the Pearl River Delta, one of the
most rapidly growing regions in the world
The positioning of Hong Kong as Asia's world city was first put forward
by the Chief Executive, Mr Tung Chee Hwa, in his 1999 Policy Address.
Subsequently, the Chief Executive's Commission on Strategic Development
recommended in its February 2000 report that: "Hong Kong needs to
promote its unique position as one of the most cosmopolitan and vibrant
cities in Asia to a wide range of international audiences. A successful
external promotion programme can have a significant positive impact
on Hong Kong's ability to achieve a number of key economic, social
and cultural objectives."
This led to the launch of the Brand Hong Kong programme in May 2001
to provide a greater focus to the international promotion of Hong
Kong as Asia's world city. The programme was launched by Mr Tung at
the FORTUNE Global Forum held in Hong Kong, which brought together
500 of the world's most influential business leaders as well as other
dignitaries such as former US President Bill Clinton.
The platform at the heart of the programme is: "Hong Kong is where
opportunity, creativity and entrepreneurship converge. It is a dynamic
physical and cultural hub with world-class infrastructure, Asia's
most strategic location, and a global network of people with an impressive
record of success that can support achievement of your goals and objectives."
The core values underpinning the programme are: progressive, free,
stable, opportunity and high quality. Hong Kong's attributes, reflected
in the core values, are: innovative, cosmopolitan, enterprising, leader,
A key component of the brand programme is a Hong Kong's new visual
identity - a stylised dragon - that has been used to promote Hong
Kong extensively in the international arena. The dragon incorporates
the Chinese characters for Hong Kong ()
as well as the letters 'HK', to signify a blend of East and West.
The visual identity is complemented by the brandline 'Asia's world
The Brand Hong Kong programme and Hong Kong's positioning was developed
following extensive qualitative and quantitative research amongst
business and government leaders in Hong Kong and internationally.
The research demonstrated that, while Hong Kong was held in high
regard internationally, not all audiences had a strong grasp of the
dramatic changes that have made Hong Kong one of the world's most
modern and dynamic cities, with a backdrop of beautiful natural assets.
International focus groups reviewed a number of tagline options,
narrowed from existing phrases and submissions from copyrighting teams
in Hong Kong and internationally. The final choice - Asia's world
city - while familiar to Hong Kong audiences, was seen by focus groups
in Hong Kong and internationally as reflecting the city's unique position
in Asia and around the world.
Since its launch, Brand Hong Kong has been extensively used internationally
by Hong Kong's 10 Economic and Trade Offices, providing a further
platform to promote Hong Kong to key business and government audiences
in the major international markets where they are located.
Invest Hong Kong
Invest Hong Kong was established in July 2000 to spearhead Hong Kong's
efforts to attract inward investment.
|Regional operations in Hong Kong
Over the past two years there has been strong growth in the number
of international companies establishing regional operations in Hong
Kong. This is undoubtedly due to Hong Kong's prime position at the
mouth of the fast-growing Pearl River Delta and increased international
interest in the Mainland market due to China's WTO accession.
At the end of June 2001 there were 3 237 companies with regional
headquarters or offices in Hong Kong, an increase of 8% over the 3
001 in June 2000 and the highest on record since statistics began
to be collected on such operations 11 years ago.
The major lines of business for those establishing regional headquarters
were wholesale, retail and trade related services, financial services,
business and professional services and the manufacture of electronic
New arts district
A spectacular new arts district at West Kowloon will be developed
on a prime, 40-hectare waterfront site facing the central business
district on Hong Kong Island.
This world-class integrated arts, cultural and entertainment district
will dovetail with plans to open up wide promenades and outdoor spaces
on both sides of the harbourfront in a concerted effort to maximize
the potential of Hong Kong's most stunning asset, the beautiful Victoria
Once completed, the new district - Hong Kong's very own 'West End' with
a Broadway skyline - will provide a unique attraction and boost Hong
Kong's attraction as a leading centre for the arts and entertainment.
This 'cultural oasis' will enrich the lives of Hong Kong residents,
attract visitors from neighbouring cities and enhance even further
one of the most beautiful skylines in the world with a new, distinguished
An international design competition, which attracted 161 international
and local submissions, was held to devise a concept plan for this
prime, vacant site. A design submitted by Foster and Partners of the
UK was awarded First Prize by the international judging panel chaired
by Lord Rothschild, one of the world's leading patrons of the arts
Announcing the winner on February 28, 2002, Lord Rothschild said:"The
signature feature of the design, a great canopy, flows over the various
spaces contained within the development to create a unique landmark.
The sinuously flowing form of the site contours and the canopy produce
a memorable effect."
The master layout plan, even at this conceptual level, organises
the site to take full advantage of its prime waterfront location and
its proximity to Kowloon Park and the Canton Road retail district.
The planning process will take about three years and construction
about four years. The first of the new facilities is expected to be
completed by 2008, or earlier, if the planning and building process
can be accelerated.