HKTB brings dim sum-themed Chiikawa characters to HK streets

Ahead of the highly-anticipated CHIIKAWA DAYS exhibition, the Hong Kong Tourism Board (HKTB) has partnered with the exhibition organiser AllRightsReserved (ARR) to bring the exclusive "YUM CHA" art featuring dim sum-themed appearances by Chiikawa & friends to four tourism hotspots around the city.

This comes after Chiikawa illustrator Nagano has created an exclusive “YUM CHA" art, Chiikawa & friends depicting as adorable versions of local culinary favourites such as Chinese thousand layers cake, Chinese sausage rolls, and siu mai.

Running from 28 July until 24 August, locals and visitors can visit four major attractions including Central Pier, Kai Tak Sports Park, Sai Kung Waterfront Promenade, and East Coast Boardwalk in North Point, to take photos with backdrops that match each location’s unique features, together with display of dim sum-themed Chiikawa & friends characters.

At each spot, visitors can scan the QR code to collect two designated coloured e-stamps. Once visitors have collected all eight stamps across the four hotspots, they can download a colourful digital postcard and customise it to share with friends and family members.

By collecting all eight e-stamps, visitors will also have a chance to enter a lucky draw running until 15 August with prizes of two general admission tickets to the CHIIKAWA DAYS exhibition. The list of 50 winners will be announced on 16 August on ARR’s official Facebook page and the CHIIKAWA in Hong Kong Neighbourhoods activity site. Tickets are valid only for a designated time slot on 22 August.

With CHIIKAWA’s popularity continuing to soar in Japan and the Southeast Asia, the HKTB is targeting key source markets by partnering with industry partners to launch themed travel packages with the support from ARR, aiming to attract more overnight visitors to Hong Kong for ride on the frenzy.

To tap the Japanese market, the HKTB has gone into partnership with a travel agency to launch exclusive travel packages that bundle tickets to the “CHIIKAWA DAYS” exhibition with airfares and hotel accommodation. The packages are designed to encourage longer stays, allowing visitors to enjoy the exhibition while discovering a wide range of attractions and experiences across the city.

Meanwhile, in Southeast Asian markets such as Singapore, Thailand, and Malaysia, the HKTB is liaising with an online travel agency to offer special bundles combining exhibition tickets with in-destination offerings, such as transportation, enhancing the travel experience for visitors.

The highly anticipated Chiikawa-themed exhibition is set to debut on 1 August at K11 MUSEA and Tsim Sha Tsui Harbourfront. The exhibition brings together iconic scenes, features over a hundred 3D sculptures, a nine-metre-tall giant inflatable set, and lifelike recreations of beloved manga scenes.

This immersive exhibition brings together a wide array of classic Chiikawa scenes centred around four themes: clothing, food, shelter, and action. Adding a local twist, Chiikawa's illustrator, Nagano, has specially created exclusive “YUM CHA” Art, depicting Chiikawa and friends as adorable versions of classic dim sum dishes such as “har gow” and “siu mai”.

As part of its “Hong Kong Summer Viva” campaign, HKTB is giving its full support to the large-scale CHIIKAWA DAYS exhibition in special cooperation with CHIIKAWA’s official licensor, Spiralcute International. By harnessing the widespread popularity of this IP, the HKTB aims to boost the city’s appeal and attract more overnight visitors to Hong Kong.

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