The Hong Kong Tourism Board (HKTB) has launched a global campaign, “Only in Hong Kong,” showcasing a new dimension to Hong Kong tourism and reinforcing its image as an “Asia’s World City,” highlighting its unique and unparalleled charm.

The “Only in Hong Kong” campaign invites travelers from around the globe to experience Hong Kong, a city brimming with distinctive contrasts, from its vibrant metropolitan energy to its tranquil natural surroundings. From Star Ferry cruises offering stunning skyline views and scenic hikes to Kai Tak Stadium, authentic local communities, Mahjong culture, hidden beaches, and world-class hotels and bars, every element reflects Hong Kong’s diverse charm, creating an “Only in Hong Kong” experience.

This campaign moves away from traditional tourism presentations by telling stories through authentic experiences, reflecting the true charm and identity of Hong Kong.

Expressing Hong Kong's identity through the city's DNA, the “Only in Hong Kong” campaign draws inspiration from four core DNA elements that reflect Hong Kong's identity: Variety, Vibrancy, Contrast, and World-class status.

These four DNA elements are translated into a distinctive visual identity using a color palette of 16 colors inspired by iconic symbols and elements of Hong Kong.

Dukling Red – represents the timeless elegance of Hong Kong's traditional junk boats; Red Bean Soup Maroon – inspired by red bean soup, a symbolic dessert that happily concludes a meal; and Egg Lamp Red – the red color from the lamps used to measure the freshness of eggs in wet markets. Reflecting the unique colors of Hong Kong's lifestyle: Sago Soup Purple – Inspired by sago pudding, often the sweet finale to a memorable evening. Expressing Hong Kong's identity through the city's DNA, the “Only in Hong Kong” campaign draws inspiration from four core DNA elements that reflect Hong Kong's identity: Variety, Vibrancy, Contrast, and World-class status.

These four DNA elements are translated into a distinctive visual identity using a color palette of 16 colors inspired by iconic symbols and elements of Hong Kong.

Dukling Red – represents the timeless elegance of Hong Kong's traditional junk boats; Red Bean Soup Maroon – inspired by red bean soup, a symbolic dessert that happily concludes a meal; and Egg Lamp Red – the red color from the lamps used to measure the freshness of eggs in wet markets. Reflecting the unique colors of Hong Kong's lifestyle: Sago Soup Purple – Inspired by sago pudding, often the sweet finale to a memorable evening.

Bauhinia Pink – The pink of Bauhinia flowers adorning the city skyline. Kai Tak Stadium Lavender – Representing the world-class standards of Kai Tak Stadium and a promising future. Postbox Green – Inspired by the green mailboxes found throughout the city, a symbol of service that stands by the people. Ding Ding Green – Reflecting the classic and sustainable nature of the "Ding Ding" tram, which has been in service for over 120 years.

Island Azure – The turquoise color of the 1,180-kilometer coastline revealing another side of Hong Kong. Dolphin Pink – Inspired by the rare pink dolphin, another wonder of Hong Kong. Salted Egg Yolk – The golden yellow of salted egg yolk, a key ingredient in signature dishes, reflecting a harmonious flavor. Neon Green – Representing a city that never stands still. Full of energy and color day and night, Skyline Blue – inspired by the sky meeting the horizon above Victoria Harbour; Water Bay Blue – the blue of the bay water and the gently crashing shore; Panda Black & Panda White – the black and white colors representing the adorable twin panda cubs, beloved by Hong Kong.

The heart of the “Only in Hong Kong” campaign is its striking visual identity. The campaign logo blends inspiration from the neon lights illuminating Hong Kong’s streets at night with a traditional Chinese signature seal, reflecting the seamless fusion of cultural heritage with the city’s energy and modernity. Below the logo is the slogan “Asia’s World City,” reinforcing Hong Kong’s status as a global destination bridging Eastern and Western cultures.

The “Only in Hong Kong” campaign tells the story of the city through playful wordplay filled with curiosity, humor, and fun, vividly reflecting Hong Kong’s distinctive personality and vibrant colors. Messages like “Here, every day is an event” and “It’s where East meets best” are used to convey that even everyday life in Hong Kong is filled with brightness and specialness, as if every day is a festival. Inviting travelers to experience the city's energy and charm for themselves, the “Only in Hong Kong” campaign serves as a central platform, enabling all sectors of the tourism industry to creatively and proudly share Hong Kong's story. The Hong Kong Tourism Board (HKTB) thanks all partners for their support, providing space and media channels to expand campaign awareness to a global audience. Through collaboration with partners in the tourism, hotel, restaurant, retail, event, airline, and related industries, the HKTB aims to transform global travel perceptions, encourage more trips to Hong Kong, stimulate tourist spending, and motivate repeat visits.

The “Only in Hong Kong” campaign will be rolled out in phases, starting with digital and social media platforms with broad reach, before expanding to international and regional television, local media, and out-of-home media, covering 22 key tourist markets worldwide. This ensures the campaign reaches consumers throughout their daily lives. Simultaneously, the HKTB will invite influencers and media from mainland China and other countries to experience Hong Kong firsthand, sharing authentic and credible perspectives on the city. Follow content about the ‘Only in Hong Kong’ campaign…

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