Hong Kong Tourism Board Unveils ‘Only in Hong Kong’ A New Global Campaign Celebrating a City You Don’t Just See, But Feel

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The Hong Kong Tourism Board (HKTB) launches ‘Only in Hong Kong’ (只在香港), 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.

A 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.

Built by Hong Kong’s DNA 

  • “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:

  • Dukling Red – embodies the timeless grace of Hong Kong’s junk boats
  • Red Bean Soup Maroon – symbolising the joyous finish to every meal 
  • Egg Lamp Red – measuring freshness, a unique colour from Hong Kong markets
  • Sago Soup Purple – the dessert that represents the sweet end to a night out
  • Bauhinia Pink – how nature vividly frames the urban skyline
  • Kai Tak Stadium Lavender – symbolising world-class performance and a bright future 
  • Postbox Green – found on every corner, a handy postbox is ready to serve
  • Ding Ding Green – embodying resilience of over 120 years of transport heritage
  • Island Azure – 1,180km of coastline are painted in this glorious blue-green hue
  • Dolphin Pink – our dolphins are bright pink and a rare treat to spot
  • Salted Egg Yolk – within Hong Kong’s signature dishes you’ll find a heart of gold
  • Neon Green – the city never stops; it keeps going with green lights all the way
  • Skyline Blue – inspired by the skies above the towers that line Victoria Harbour  
  • Water Bay Blue – from the harbour and bays the azure waters lap gently on our shores
  • Panda Black & Panda White – celebrating the joy of Hong Kong’s beloved panda twins

The Campaign Wordmark

  • 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.

A Fresh Global Voice

  • 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.
  • By joining hands with our partners in travel, hospitality, dining, retail, events, aviation and different sectors of the industry, we will collectively turn global awareness into increased arrivals, higher visitor spending and stronger repeat visitation.

Global Rollout Across Key Markets

  • The campaign will be rolled out in phases, starting with high-impact digital and social media platforms, followed by a broader mix of global and regional TVs, localised media channels and outdoor, across a total of 22 source markets, bringing the campaign into everyday consumer touchpoints.
  • In parallel, HKTB will invite international KOLs, Mainland and overseas media, to experience the city firsthand, amplifying the campaign through authentic and credible voices.