SPCA and HKJC join forces to raise awareness of cat welfare

The Hong Kong Jockey Club (HKJC) has become the title sponsor for the inaugural SPCA x HKJC SumMEOW Festival, a month-long initiative launching in August to raise awareness of cat welfare in Hong Kong.

The festival coincides with the 25th anniversary of the Cat Colony Care Programme (CCCP), which has transformed cat welfare in Hong Kong by providing free-of-charge desexing, vaccinations, microchipping and preventive treatments for over 86,000 street cats since 2000.

In conversation with MARKETING-INTERACTIVE, a spokesperson from SPCA said HKJC has been a longstanding and invaluable supporter of the SPCA and its contributions have enabled SPCA to build various centres, including the newly opened SPCA Jockey Club Centennial Tsing Yi Centre in 2024.

"Since 2020, the HKJC Care volunteer team has actively participated in our Cat Colony Care Programme. This partnership is particularly meaningful as we celebrate the 25th anniversary of this programme, which plays a vital role in maintaining a healthy street cat population across Hong Kong."

Given that 99% of the SPCA’s operating costs rely on public support, the festival aims to raise awareness about cat care, promote responsible ownership, and generate vital funds to support the life-changing work of the CCCP through an array of events, workshops, and merchandise.

With the rise in cat ownership in Hong Kong, the initiative targets all cat lovers across the city, said the spokesperson. "We aim to raise awareness of responsible cat ownership in response to increasing challenges such as cat abandonment, poor breeding practices, hoarding, and the procurement of cats through unregulated pet shops and online platforms. Central to our campaign is the message: Please join us to raise the welfare of cats with or without owners."

Kicking off on 5 August, the SPCA Jockey Club Centennial Centre (SPCA Tsing Yi Centre) will showcase a cat takeover, including stunning cat figures from the JEKCA collection in the G/F Atrium, offering a photo opportunity while highlighting the importance of street cat welfare. Visitors can also explore the centre to find six additional cat figures and participate in a fun-filled scavenger hunt, testing their knowledge of cat welfare in Hong Kong.

From 16 August, the CCCP-themed exhibition on the 1/F will commemorate 25 years of success in improving cat welfare and managing street cat populations with engaging, informative displays. Meanwhile, the centre’s exterior will come alive with vibrant cat-themed artwork by local artist Maf Cheung. The cat adoption areas will also have cat-theme takeover to inspiring visitors to adopt a furry friend and provide them with a loving home.

Complementing the events, SPCA will launch SUMMEOW IN THE CITY collection, including stickers, summer canvas jute bags, scratch boards, and mats. The collection will be available for priority pre-sale at the Hong Kong Cat Expo 2025, and will later be sold at all SPCA centres and online retail stores.

From 23 to 24 August, a two-day event will unfold, featuring an array of treats, toys, and customisable products. Visitors can also participate in fun-filled workshops, including balloon twisting, face painting, name tag creation, and toy making.

On the first day, four industry experts will lead in-depth discussions at the SPCA Tsing Yi Centre focused on enhancing the lives of cats in Hong Kong. A HK$50 registration fee applies, with all proceeds going to the CCCP. On the following day, SPCA's veterinary surgeon Barnaby Howarth will conduct 10-minute cat health checks for registered cat owners, sponsored by pet food brands PURINA and PRO PLAN.

Supported by the CARE@hkjc volunteer team, the event will also provide on-site logistical assistance, along with extensive support from volunteers of the Balloon Twisting Team and CARE Painters. Meanwhile, pet photographers Danny Kwan and Kenneth Kwan will capture photos of furry friends during the event.

The SumMEOW Festival adopts a holistic and phased approach to maximise engagement and awareness across multiple passion points within the cat-loving community, added the spokesperson.

"We initiated a pre-launch phase with the exclusive SumMEOW in the City merchandise collection featured at the Hong Kong Cat Expo, serving to build early excitement and collect community interest. This was followed by a month-long themed takeover at the SPCA Jockey Club Centennial Centre in Tsing Yi (Tsing Yi Centre), adorned with vibrant cat-themed decorations designed to attract and sustain foot traffic from cat enthusiasts throughout August."

Central to this campaign is SPCA's collaboration with Matey Morey Art, a local artist known for her striking large-scale animal works set against iconic Hong Kong backdrops. "Through the commissioned piece, ‘SumMEOW in the City’, we aim to connect and unite cat lovers across Hong Kong by celebrating cats not only as beloved pets but also as part of the city’s vibrant culture."

To amplify reach and deepen engagement, SPCA has partnered with a network of passionate local animal lovers, such as photographer Danny Kwan and Kenneth Kwan, local brands such as KIBO, Velver, Oh You Made My Day and Mongster, and dedicated volunteers such as Udon Bakery to deliver a large-scale celebration of all things feline during the two-day SumMEOW Festival, said the spokesperson. "Alongside fun and interactive experiences such as photo opportunities, crafts workshops, and a marketplace, we will also emphasise education as a core pillar through seminar and educational courses."

This integrated strategy ensures a comprehensive engagement journey—from merchandise and immersive events, to meaningful learning moments—uniting a diverse audience and raising widespread awareness of cat welfare. "By addressing varied interests and enthusiasm levels, we aim to inspire a broad community to adopt responsible cat ownership and support the Cat Colony Care Programme."

The festival will be promoted via a robust mix of channels to maximise visibility and community engagement, including SPCA’s own digital platforms and social media channels, supported by strategic external partners including the MTR App and KMB’s advertising networks, as well as key shopping malls across Hong Kong.

“At the SPCA, we have welcomed thousands of members of the public and their pets to our new Tsing Yi Centre over the past year. We are thrilled to host our first-ever cat-themed events this August, which will further engage and strengthen our cat-loving community. We warmly invite everyone to join us on 23 and 24 August at the Tsing Yi Centre to support our efforts and contribute to the welfare of street cats in Hong Kong.” Jenmon Jenkins, community director, SPCA (HK).

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