A New Global Campaign Celebrating a City You Don’t Just See, But Feel
The Hong Kong Tourism Board (HKTB) launched ‘Only in Hong Kong’, a new global campaign that redefines how the city is experienced and differentiating Hong Kong as Asia’s World City. 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.
The TV promotional video will debut in Hong Kong tomorrow, following nearly a week of global rollout that began with high-impact digital and social media platforms. The campaign will then expand in phases across all source markets through a broader mix of global and regional TVs, localised media channels and outdoor, 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.
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.
City Made to See. A City Made to Feel.
• “Only in Hong Kong” invites visitors to feel the city, showcasing a global destination defined by its striking contrasts. 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 world-class hotels and bars, the campaign reveals a multi-dimensional Hong Kong. This is a showcase of Hong Kong moments.
• 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.
• “Only in Hong Kong” is built around four defining qualities of the city: Variety, Vibrancy, Contrast, World-class.
• 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 – embodies the timeless grace of Hong Kong’s junk boats
• Bauhinia Pink – how nature vividly frames the urban skyline
• Kai Tak Stadium Lavender – symbolising world-class performance and a bright future
• Ding Ding Green – embodying resilience of over 120 years of transport heritage
• Panda Black & Panda White – celebrating the joy of Hong Kong’s beloved panda twins
• 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.
• Curious, witty, and playful, the campaign’s tone of voice embraces Hong Kong’s unique personality and sense of drama. 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.
One Voice for Hong Kong’s Tourism Industry
• ‘Only in Hong Kong’ gives the entire industry a shared platform to tell the city’s story with confidence and creativity.
• HKTB extends its gratitude to industry partners for their strong support, including the generous provision of media spaces and channels to amplify the campaign’s reach.
Hong Kong’s Halloween celebrations have long been recognised across Asia for their vibrant atmosphere and creative diversity. This year, the Hong Kong Tourism Board (HKTB) is scaling up the event by joining hands with industry partners to launch the first-ever “Hong Kong Halloween Month”, a city-wide, cosplay-themed street party that will roll out over several weeks at popular tourist spots. Combined with signature Halloween programmes at Hong Kong Disneyland Resort and Ocean Park Hong Kong, as well as a range of exclusive, limited-time experiences around town, the initiative will transform the entire city into a giant Halloween party and give travellers a compelling reason to visit.
HKTB Executive Director Anthony Lau said, “Following the tremendous response from both residents and visitors to our new ‘International Lantern Spectacular’, which blended local tradition with international culture, we are expanding the scale of our Halloween promotions. What was once concentrated on a single day or a few venues is being upgraded into ‘Hong Kong Halloween Month’, a city-wide celebration spanning an entire month. We want to turn up the festive energy across all corners of the city and invite visitors and locals alike to dress up, join the street party themed ‘Make the Streets Your Runway’, and experience a Halloween celebration found ‘Only in Hong Kong’. I extend my sincere gratitude to all our partners, supporting organisations and the wider industry for coming together to deliver the most exciting Halloween festivities possible. Our shared ambition is to make Hong Kong the go-to Halloween destination in Asia — the first city that comes to mind when people think of where to celebrate — while drive footfall and business opportunities across districts and sectors.”
Hong Kong’s Largest Halloween Cosplay Street Party Takes Centre Stage as The Whole City Dresses Up to Join the Revelry
In addition to promoting the Halloween celebrations at the two major theme parks, HKTB has partnered with Hongkong Land, Kai Tak Sports Park, the Lan Kwai Fong Association, Langham Place and Sino Group to elevate the city’s Halloween festivities, creating Hong Kong’s largest-ever cross-district Halloween cosplay street party and calling on people of all ages to dress up and join in the Halloween revelry.
Starting on 17 October and spanning three consecutive Saturdays, popular tourism districts including Central, Kai Tak, Lan Kwai Fong, Mong Kok and Tsim Sha Tsui will come alive with Halloween cosplay street parties featuring a wide array of programmes, including electronic music parties, cosplay carnivals, interactive ghost performances and immersive experiences. Blending classic Halloween elements with popular anime and movie characters, contemporary art and distinctive local culture such as Hong Kong’s iconic red minibuses and Cantopop, the events will offer a uniquely Hong Kong Halloween experience. The citywide festivities will culminate on Halloween night, 31 October, inviting locals and visitors alike to join in the fun across the city.
Signature Halloween Events at Two Major Theme Parks Now in Full Swing
Hong Kong’s two theme parks have once again rolled out their highly anticipated signature Halloween events, complementing the citywide festive atmosphere and adding even more exciting experiences to “HK Halloween Month”.
From now until 1 November, Hong Kong Disneyland Resort presents “Disney Halloween Time”, transforming the resort into an ultimate playground for guests to dress-up and have fun! Disney Villains and Disney friends are ready for wicked encounters with guests, bringing a line-up of entertainment offerings, including the all-new musical celebration “Mickey’s Happy Halloween Adventure”, a grander “Uninvited! A Villains Takeover Party”, award-winning musical “Let’s Get Wicked”, along with a variety of themed food and beverages, merchandise, and Trick-or-Treat experiences.
Ocean Park Hong Kong’s annual “Halloween Fest” is making a sensational return! Running from now until 1 November, the event unlocks four thrilling scare experiences and a packed line-up of unmissable Halloween entertainment. Highlights include a landmark collaboration with “Under the Castle”, an original intellectual property (IP) created by internationally renowned artist Jackson Wang, delivering an immersive, multi-sensory horror experience. Visitors can also enjoy themed dining, limited-edition merchandise, and a series of interactive activities. Blending scares with high-energy fun, Ocean Park welcomes visitors and locals alike to celebrate Halloween at the Park.
Open-Top Sightseeing Buses and “Ding Ding” Specially Open for Halloween — Free Rides for Festively Dressed Visitors
The “Hong Kong Halloween Month” festive experience will further extend across the city as HKTB has teamed up with Citybus and Hong Kong Tramways to offer complimentary Halloween night rides, allowing visitors to soak up the atmosphere and capture memorable photos along the way.
Citybus will launch a Halloween-themed open-top sightseeing bus route on three Saturday evenings — 17, 24 and 31 October — calling at major festive hotspots on Hong Kong Island and in Kowloon, including Statue Square in Central, Langham Place in Mong Kok, Kai Tak Sports Park, Tsim Sha Tsui Centre and Lan Kwai Fong. Visitors who turn up in creative Halloween costumes can ride for free and take in the city’s lively Halloween atmosphere from a whole new perspective.
Meanwhile, the long-established Hong Kong Tramways will also transform two themed trams into Halloween party trams, running between Causeway Bay and Sheung Wan (Western Market) on the same three Saturday evenings. Normally reserved for private hire, the party trams will be specially opened to the public this Halloween. Visitors dressed in festive attire can hop on board free of charge and enjoy Hong Kong’s night scenery as part of a one-of-a-kind Halloween “Ding Ding” tram experience.
To encourage locals and visitors to take part in “Hong Kong Halloween Month” and share their festive experiences, HKTB will host a social media campaign during the event period. Participants simply need to post photos or short videos taken in Hong Kong that capture the Halloween atmosphere, tag @discoverhongkong, and include the designated hashtags #HKHalloweenMonth and #OnlyInHongKong. HKTB will then select the most creative and entertaining entries. Winners will receive attractive prizes, and their works may also be featured on HKTB’s promotional platforms to showcase Hong Kong’s unique Halloween charm to global audiences. Stay tuned to Discover Hong Kong’s social media channels for full event details.
HKTB “Hong Kong Halloween Month” Page — Your Go-To Guide for All Halloween Highlights
During “Hong Kong Halloween Month,” festive spirit will fill districts across the city. Large-scale Halloween installations and themed activities will be staged at venues such as the West Kowloon Cultural District and Tai Kwun. To make it easier for visitors and locals to plan their itineraries, HKTB has launched a dedicated “Hong Kong Halloween Month” page on its Discover Hong Kong one-stop travel information platform:
The page consolidates details of Halloween events across the city, including popular photo spots, cosplay street parties, programmes at the two major theme parks, festive transport experiences, and limited-time offers.
