Hong Kong unrivalled for traditional Chinese products

The fourth theme of the HSBC Mega Hong Kong Sale campaign - "Chinese traditions" - was launched last Saturday with a spectacular fair set against a backdrop of a traditional Chinese opera stage.

Officiating at the ceremony were Hong Kong Tourism Board (HKTB) Acting Executive Director Mrs Grace Lee and HSBC Mega Hong Kong Sale's title sponsor, The Hongkong and Shanghai Banking Corporation Limited's Senior Executive and Deputy Head of Personal Financial Services, Mr Dicky Yip.

Speaking at the ceremony, Mrs Lee said the theme "Chinese Traditions" covered many different types of merchandise. "We previously identified some of these products in our Hong Kong 'Must Buy' programme, which was announced in May," Mrs Lee said. "The top six categories include Handicrafts, Chinese Clothing, Chinese Tea, Chinese-style Tableware, Gold Jewellery and Chinese Assorted Cakes. Some of these categories are being highlighted at today's fair as a means of boosting visitor interest and encouraging greater spending," she explained.

Hong Kong's unique Chinese culture holds broad appeal to visitors, in particular those from long-haul markets. To increase visitors' enjoyment the HKTB is starting overseas promotions of its free "Cultural Kaleidoscope" programme that promises to give visitors a rare insight into Chinese culture and hands-on experience through meeting Hong Kong people and learning about their daily lives.

Visitors will be able to join guided heritage and architecture tours; take tours of "The Hong Kong Story", an exhibition of Hong Kong's history; visit a Chinese opera, unravel the mysteries of feng shui, and practise tai chi and Chinese kung fu. They can also attend appreciation classes on Chinese tea, Chinese clothing and antiques, and take harbour tours on board a traditional Chinese junk, one of the exciting new additions to the HKTB's line-up of cultural and heritage activities.
Mrs Lee emphasised that while "Chinese Traditions" is the final theme of the HSBC Mega Hong Kong Sale, it did not signify the end of the HKTB's efforts to promote shopping. "Rather, it marks the beginning of our co-ordination with our retail trade partners in marketing the appeal and excitement of shopping here and abroad. We will work with them in the creation and repackaging of attractions," she added. 

The launch featured a series of traditional performances, including a lion dance and kung fu demonstrations. Members of the Love and Faith Cantonese Opera Laboratory entertained the audience with excerpts from Stealing the Celestial Herbs and The Jade Bracelet. The performance combined music, song and dance with Chinese martial arts. The ceremony also featured a display of Chinese clothing from the Yue Hwa Chinese Products Emporium Limited. 

There were booths introducing products related to the Chinese Traditions theme, such as Chinese health food and dried seafood, Chinese tea and cake tasting, as well as Chinese opera face painting and costume-fitting sessions for the public. 
From now until 31 August, visitors can enjoy a wide selection of themed activities. In addition to Chinese tradition awareness classes, other events being promoted include an exhibition at the Hong Kong Museum of Art of cultural relics from Henan province (7 June-8 September); demonstrations on how to cook bird's nests (19-22 August and 26-29 August); and cooking classes featuring dried seafood and rejuvenating herbs (23 August -30 August).

More than 190 outlets, representing 107 merchants, are involved in the Chinese Traditions promotion, providing visitors with extra discounts and special offers. Of these, 98 are involved in the Quality Tourism Services (QTS) Scheme, accounting for more than half of all the participating retail outlets.

The HKTB is actively marketing the HSBC Mega Hong Kong Sale through a host of channels, with promotional materials distributed at major entry points, hotels, and through its Visitor Information and Services Centres and Visitor Hospitality Kiosks. Some 660,000 visitor guides, 875,000 privilege cards, 460,000 lucky draw leaflets and 2,350 posters have been distributed so far. 

Other channels include the Government's Announcement of Public Interest (API); video shows at Hong Kong International Airport, shopping malls and major tourist attractions. The HSBC Mega Hong Kong Sale is also being promoted on Cathay Pacific flights, the Airport Express Line and on First Ferry vessels. Promotional materials and videos are on display at more than 120 Government outlets. 

As of 19 August, 64 visitors have won daily lucky draw prizes since the 11-week HSBC Mega Hong Kong Sale was launched in mid-June. The winners include 29 from Mainland China, six from the United States, five from The Philippines and Taiwan, three from Thailand, Singapore and Japan, two from Indonesia and Malaysia, and one each from Australia, Denmark, Korea, New Zealand, Sweden and the United Kingdom. 

During the HSBC Mega Hong Kong Sale, more than 2,100 participating retail outlets are providing customers with a range of offers such as a "discount on discount" (an extra discount of at least 5% on discounted items), free gifts upon purchase, or special promotional items. To enjoy these offers, visitors in Hong Kong can obtain HSBC Mega Hong Kong Sale Visitor Privilege Cards from the HKTB's Visitor Information and Services Centres and from 13 Visitor Hospitality Kiosks at various shopping malls and department stores around Hong Kong.
Creating even more incentive to spend are special daily and grand lucky draws with prizes totalling more than HK$10 million. Shoppers can redeem one lucky draw ticket for every HK$300 they spend at Privilege Card outlets. 

In each daily lucky draw, one winning visitor receives two return air tickets from Cathay Pacific Airways or Hong Kong Dragon Airlines, while one Hong Kong resident receives a 15cm gold statuette, courtesy of 3D-GOLD. At the end of the promotion, both visitors and residents have the chance to win 10-carat diamond jewellery worth HK$1 million in the grand lucky draw. This unique prize, also courtesy of 3D-GOLD, adopts the design of Hong Kong's "Asia's World City" icon - an energetic dragon.

The second prize for visitors is a "Bauhinia Flower" brooch with 674 diamonds, worth HK$200,000, courtesy of Hong Kong Jewellers' and Goldsmiths' Association and The Kowloon Pearls, Precious Stones, Jade, Gold and Silver Ornament Merchants Association. Hong Kong residents, meanwhile, stand a chance of winning a "Perfect Ten" diamond-encrusted brooch, courtesy of Tse Sui Luen Jewellery (TSL). The 10-carat piece, also worth HK$200,000, was designed by Tommy Yuen, who in June 2002 was the only Hong Kong winner of Italy's "Gold Virtuosi 2002" award for jewellery design. 

The HSBC Mega Hong Kong Sale has as its title sponsor The Hongkong and Shanghai Banking Corporation Limited. The event's Lucky Draw Major Prize Sponsor is 3D-GOLD and the Official Mobile Communicator is Orange. The Official Public Transport is MTR Corporation Limited. The Official Digital Products Sponsor is Samsung Electronics Hong Kong Company Limited and the Official Logistics Company is Oriental Logistics Company Limited. A large number of other organisations are also providing attractive prizes.

The HSBC Mega Hong Kong Sale is the fourth major programme of the City of Life: Hong Kong is it! campaign, organised by the HKTB in co-operation with the Hong Kong SAR Government's Home Affairs Department, the Leisure and Cultural Services Department and the Tourism Commission, with the support of the 18 District Councils and with The Hong Kong Jockey Club Charities Trust as Principal Sponsor.