Can 'Only in Hong Kong' truly capture the city's evolving soul?

The Hong Kong Tourism Board (HKTB) is making a new pitch to the world with "Only in Hong Kong" (只在香港), a global campaign built not on broad hospitality, but on the promise of experiences that exist nowhere else.

Replacing the "Hello Hong Kong" global campaign launched in February 2023, the "Only in Hong Kong" campaign is inspired by the city's rich cultural tapestry. Taking an authentic, documentary-style lens, it celebrates real moments, real settings, real culture, and real people.

Moving beyond a place to see, the campaign reveals Hong Kong made to be felt. By capturing the city’s sights, sounds, and rich flavours, 'Only in Hong Kong' reveals the true soul of the city, transforming everyday moments into lifelong memories, according to a spokesperson from the Hong Kong Tourism Board. 

Unearthing insights

“Only in Hong Kong” is built around four defining qualities of the city: Variety, vibrancy, contrast, world-class, explained the spokesperson. This DNA is brought to life through a distinctive visual system comprised of 16 bold colours, inspired by iconic elements of Hong Kong such as Dukling Red, Bauhinia Pink (洋紫荊粉), Ding Ding Green (叮叮綠), and Kai Tak Stadium Lavender (啟德紫).

At the heart of the campaign is a distinctive visual identity. The Only in Hong Kong logo fuses the electric glow of Hong Kong’s neon street signs with the timeless imprint of a traditional Chinese signature seal. "This is a modern expression and a coming together of heritage and energy. At the base of this logo sits Asia’s World City highlighting Hong Kong’s status as a premier global destination where East meets West."

Furthermore, a video ad has also been launched. Moving beyond polished, conventional imagery, the campaign draws from real street scenes, capturing the textures, colours and authentic moments that define and differentiate the city’s authentic character.

From bustling city energy to secluded natural escapes, and from Star Ferry rides and skyline hikes to Kai Tak Stadium, local neighbourhoods, mahjong, hidden beaches and worldclass hotels and bars, the campaign reveals a multi-dimensional Hong Kong. This is a showcase of Hong Kong moments.

The campaign has just been rolled out for a week, starting with global high-impact digital and social media platforms, followed by a broader mix of global and regional TVs, localised media channels and outdoor, across all source markets, bringing the campaign into everyday consumer touchpoints.

"The campaign is an ongoing global effort to continuously showcase Hong Kong’s multi-dimensional appeal through authentic and relatable city moments. HKTB will continue to introduce new creative assets keeping the campaign fresh while highlighting different facets of the city," added the spokesperson. 

To sustain momentum and further amplify visibility across all key source markets, HKTB will continue to leverage a multi-channel strategy. In parallel, HKTB will invite international KOLs, Mainland and overseas media to experience the city’s moments firsthand, amplifying the campaign through authentic and credible voices.

Curious, witty, and playful, the campaign’s tone of voice embraces Hong Kong’s unique personality and sense of drama, said the spokesperson. "With tongue-in-cheek headlines such as, 'Here, every day is an event' and 'It’s where East meets best,' the campaign highlights how even a simple, everyday encounter is infused with the energy of a grand occasion, charming visitors and inviting them to lean in, and experience the energy of the city."

Can "Only in Hong Kong" truly capture the city's uniqueness?

This strategic shift from "Hello Hong Kong" to "Only in Hong Kong" is what Hong Kong needs, according to John Koay, chief creative officer of Omnicom Advertising Hong Kong. He described it as a major step forward, noting that the new platform allows for more stories to be told in a way that feels less contrived.

It’s textural, it's visceral, and it resonates.

While "Hello Hong Kong" served as an invitation for the world to return after the pandemic, "Only in Hong Kong" gives people a clearer reason to choose the city by focusing on experiences they simply cannot find anywhere else, as Rudi Leung, director and founder of Hungry Digital, put it.

Leung praised the films, noting that he could almost smell and taste Hong Kong through the screen, and that the sound design effectively captures the city's authentic rhythm and energy. “Hong Kong was never famous simply for its skyline or dim sum. What people really remember is the feeling of being here - the energy, the contrasts, and the way East and West coexist.”

A different view came from Andy Reynolds, founder and creative director of Imagination Riot, who observed that while the video captures a version of Hong Kong, it is the version everyone already knows. He added: 

Neon, dim sum, markets, ferries and the skyline are all iconic, but the campaign feels more like a checklist of familiar symbols than a fresh point of view on the city.

Still, Reynolds saw potential in the "Only in Hong Kong" line to uncover the strange, surprising and deeply human things that make the city unique. "The execution just does not push that idea far enough," he added.

Echoing Reynolds, Chris Kyme, co-founder and creative director of KymeChow, agreed that the campaign provides a good platform to build upon, noting that the expression is already commonly used by locals when commenting on uniquely Hong Kong situations. With global perceptions of Hong Kong having shifted, Kyme said the city now needs to show how it has evolved, not just what has stayed the same, and that this presents an opportunity.

What's next for "Only in Hong Kong"?

To truly succeed, industry experts believe the campaign must move past the safe, traditional tropes that Hong Kong has promoted for decades and embrace its contemporary subcultures.

Imagination Riot's Reynolds said the campaign should find a new way to frame familiar stories. He added: 

Even familiar stories can feel fresh if they are shot differently, told through an unexpected character or built around a strong creative device.

The potential is there to show how Hong Kong has evolved, said KymeChow's Kyme, adding that while Hong Kong is a unique balance between tradition and modernity, the city has always promoted its traditional attractions over the decades, as seen in this film. The city has much more to show, he said, pointing to the new younger generation, stunning new buildings, modern events such as Art Basel, and the everyday diversity that makes Hong Kong unlike any other city.  

Also calling for balance, Omnicom Advertising's Koay noted that while nostalgia is nice, looking forward is just as important. He pointed to the many developments in the pipeline, adding that Hong Kong has a chance to attract the subcultures that define today's popular culture.

So not just the nice places to visit, but the cool, hidden gems only certain people know about - such as colourful Fish Street in Mong Kok, the busy computer and gaming centres in Sham Shui Po, and the small fresh seafood eats in Ap Lei Chau. There's a lot to be told that is 'Only in Hong Kong'.

The campaign needs fresh chapters to surprise audiences, according to Hungry Digital's Leung, who pointed to the city's growing arts and cultural scene, neighbourhood culture, independent cafés, waterfronts and creative communities as richer stories beyond landmarks. "Showing how Hong Kong has changed, while remaining unmistakably Hong Kong, would make the campaign even more compelling," he said.

The campaign shouldn't be judged by whether Hong Kong people love it, but by whether it makes someone want to experience the city for themselves, as advertising can inspire a visit, yet only people create lasting memories, and every Hongkonger is part of that story, Hungry Digital's Leung pointed out.

If visitors leave feeling that Hong Kong has changed, yet remains unmistakably Hong Kong, then we've done our job.

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