27 March 2010
HKTDC Welcomes Updating of Brand Hong Kong
Revitalised Strategy to Promote Hong Kong as Asia’s World City
27 March 2010 – Brand Hong Kong (BrandHK), launched by the HKSAR Government in 2001 to promote Hong Kong as Asia’s world city, has been updated following a review. The Hong Kong Trade Development Council (HKTDC) welcomes the new initiative and will apply the new BrandHK in all HKTDC events overseas. The HKTDC participated in the review, which was led by the Information Services Department.
BrandHK is a strategic, long-term city branding programme to help promote Hong Kong to the world and to attract investment, tourists and talent to Hong Kong.
“Asia’s world city,” the brand’s overall positioning, has been retained. BrandHK’s core values – free, enterprising, excellence, innovative, and quality living – have been updated, as have the brand’s attributes: cosmopolitan, secure, connected, diverse and dynamic.
The original dragon logo – a powerful icon linking Hong Kong’s historic past with its energetic present – has also been retained, but with a more contemporary look. The blue and green ribbons that extend from the dragon symbolise blue sky and a sustainable environment, while Lion Rock, which represents Hong Kong’s “can-do” spirit, is silhouetted by the red ribbon. The fluid shape of the ribbons evokes versatility, while the multiple colours signify the city’s diversity and dynamism.
The updated BrandHK will be introduced to the world in the Hong Kong Pavilion at the Shanghai World Expo, which opens 1 May and continues through 31 October.
Please contact the HKTDC's Media & Public Affairs Department:
Tel: (852) 2584 4554
About the HKTDC
Established in 1966, the Hong Kong Trade Development Council (HKTDC) is the international marketing arm for Hong Kong-based traders, manufacturers and service providers. With more than 40 offices worldwide, including 11 on the Chinese mainland, the HKTDC promotes Hong Kong as a platform for doing business with China and Asia. The HKTDC also organises trade fairs and business missions to connect companies with opportunities in Hong Kong and the mainland, while providing information via trade publications, research reports and online. For more information, www.hktdc.com