Promoting Hong Kong

PromotingPromoting Hong Kong-branded productsand premium services help local companiesfind buyers and partners in the Chinesemainland and overseas markets. Hong Kongis particularly well positioned to use itstrend-setting image among mainlandconsumers. Style Hong Kong, the brandname for the TDC’s flagship marketingevents, delivers a consistent marketingmessage through its lifestyle-enhancing andimage-building promotions.Hong Kong

Left: Officiating at the openingceremony of Style Hong Kong,Hangzhou, last November, are:TDC Executive Director Fred Lam(third from left); Zhejiang ViceGovernor Zhong Shan (fourthfrom left); TDC Chairman JackSo (fourth from right); ZhejiangCCPCC Vice Chairman Xu GuanJu (third from right); and HangzhouMayor Cai Qi (second from right).On the far left is event ambassadorand Hong Kong entertainerMiriam YeungLeft: This initial business-toconsumerpromotion in Hangzhouwas well received by mainlandconsumers. Many exhibitors foundtheir products sold out just a fewhours after the openingAccording to a TDC survey, mainland consumers are willing topay a premium for Hong Kong-branded jewellery. In view of theenormous business potential, 10 jewellery companies joined ourtwo-year brand-building programme to extend their reach to fourmainland cities: Dalian, Changsha, Nanjing and Ningbo. A HongKong model (above) displays a stylish necklace to a crowd ofmainland consumers at a high-end department store in ChangshaNumber of Hong Kongcompanies participatingin TDC events targetingthe mainlandWindow to the WorldFounded in 1956, the Kaishan Group is the Chinesemainland’s largest manufacturer of air compressorsand rock drill machines. Company sales in 2006reached HK$1.22 billion. After a study visit to HongKong, Kaishan established its Hong Kong office inFebruary 2008.Kaishan first came to the attention of the TDC’sHangzhou office in 2007. Knowing that the companywas exploring opportunities in the world market,the TDC initiated a business-matching session forKaishan Vice President Cui Feng (above, right). The TDCthen organised a tailor-made programme for Mr Cui,introducing him to the advantages Hong Kong offersmainland companies eager to do business in overseasmarkets.“Two years ago, we started to think about using HongKong as a platform to explore the world market,”says Mr Cui, one of the 614 senior mainland privateenterprise executives brought to Hong Kong by the TDCin the past year.Mainland PromotionsWith a middle class that counts more than 200million consumers, the mainland is ripe for HongKong brands. The goal of TDC promotions is tocapture the loyalty of the mainland’s increasinglydemanding consumers. And the TDC is beginningto do so. In November 2007, the TDC organisedStyle Hong Kong, Hangzhou, its first business-toconsumerpromotion in the mainland. More than65,000 consumers, retailers and buyers attended thefive-day event, taking in the brand offerings of morethan 100 Hong Kong companies. In response to thegrowing importance of the Hangzhou market, theTDC’s Hangzhou office was established to supportpromotional activities in the area. An official openingceremony was held in May 2007.Promotion on a smaller scale was also wellreceived by mainland consumers. About HK$1.3million in jewellery was sold during two in-storeevents, in Dalian in June 2007, and in Changshalast November. The promotions were part of theTDC’s brand-building programme targeting middleclassconsumers.The TDC also launched a number of anchorservices events in the mainland over the past year,including Style Hong Kong, Beijing, held in June2007. The fair focused on Hong Kong’s creativeindustries. Some 95 companies and organisationsfrom Hong Kong participated, attracting 7,000trade visitors from across the mainland.17,50015,00012,50010,0007,5005,0002,50002007/0814,78212,0268,9242006/07 2005/06Overseas businesses prefer to deal with Hong Kongcompanies because of their international reputation, hesays. “The quality of our products is excellent, but HongKong is a hub for international trade and business. It hasexperienced professionals familiar with global markets.Hong Kong‘s knowledge and connections can help usgo international.”Kaishan’s Hong Kong office now serves as its window tothe world. Down the road, Mr Cui expects Hong Kong’scapital markets will be useful to Kaishan’s continueddevelopment.38 39

Right: First launched in 2004,Style Hong Kong in Dubai hasbecome a must-attend eventfor buyers in the Middle East.Through the expo, many HongKong traders tap into the MiddleEast market by partnering withlocal distributors or chain storesRight: Style Hong Kong in Dubaiis the largest showcase of HongKong products in the MiddleEast. The most recent edition, inDecember 2007, attracted morethan 230 Hong Kong exhibitors.There, TDC Executive DirectorFred Lam greets Rashid HumaidAl Mazroei, a member of theExecutive Committee of the DubaiChamber of Commerce andIndustry, at a networking dinnerheld during the expoNew-Market PromotionsNew business is the lifeblood of Hong Kong’scontinuing success in world trade, especially withcompetition for traditional markets increasing.While the Council puts enormous effort intoestablished markets, raising Hong Kong’s profilein promising new markets is central to its globalpromotional strategy.The TDC’s flagship promotion in emerging marketsthis past year was the September 2007 Style HongKong in Moscow. More than 200 Hong Kongcompanies took part in the first large-scale expositionof Hong Kong products staged in Russia. The event,which included a gala evening featuring Hong Kongfashion and culture, highlighted Hong Kong’s abilityto deliver stylish, value-for-money products. TradeNumber of Hong Kongcompanies participatingin TDC events targetingemerging markets4,0003,0002,0001,00002007/082006/073,8852005/062,6682,315visitors from all over Russia attended the historicexposition, which was led by Hong Kong Secretaryfor Commerce and Economic DevelopmentFrederick Ma.The Russian promotion included a business seminarheld in St Petersburg, which was attended by morethan 200 senior executives. The event promotedHong Kong as a preferred platform for Russiancompanies looking to do business in the Chinesemainland and Asia in general.Hong Kong sourcing seminars were also organisedin Eastern Europe to coincide with trade delegationsto Warsaw and Prague.Left: TDC Executive Director FredLam (second from right) officiatesat the opening of Style Hong Kongin Moscow. Mr Lam is pictured withMoscow City Deputy Mayor ValeryVinogradov (third from right) and(left to right) Boris Titov, Chairmanof the Russian-Chinese BusinessCouncil, Liu Gu-chang, Ambassadorof the People’s Republic of Chinain Russia, Frederick Ma, HongKong Secretary for Commerce andEconomic Development, and MissHong Kong Kayi CheungAbove: Showcasing the best ofHong Kong design in front ofMoscow’s glittering Cathedralof Christ the Saviour are (left toright): Severa M in a Diane Freisoutfit; Kathy Chow in a silverygrey Walter Ma gown; MikkiYao in a Henry Lau dress; JessieLeong in an Arthur Lam gown;Eunis Chan in a sequined DorianHo gown; and Rosemary in anelegant Moiselle creationIn December 2007, more than 230 Hong Kongcompanies took part in Style Hong Kong in Dubai,the largest annual exposition of Hong Kongproducts in the Middle East. Held concurrently withthe International Autumn Trade Fair, which featuresconsumer products from exhibitors worldwide, StyleHong Kong in Dubai was first launched in 2004.It gives Hong Kong companies the opportunity tonetwork with buyers and trade visitors from morethan 50 countries in the Middle East and NorthAfrica. As the major entrepôt and commercialcentre of the Middle East, Dubai distributes HongKong exports to markets throughout the region.40 41

Left: This TDC outreach programmein Budapest promotes theadvantages of Hong Kong toSMEs in Eastern Europe. Speakingat the seminar are (left to right):Wolfgang Vehse, OverseasRepresentative of the HongKong Science Park in Dresden;Christopher Britton, Partner ofDeacons Hong Kong; ChristopherJackson, TDC Director, CorporateDevelopment; Wilson Chu, CEO,Defond Electrical Industries Ltd;and Erwin Trenn, President, AEGElectric ToolsLeft: Peter Woo, Chairman of theTDC from 2000 to 2007, leads a17-member Hong Kong businessdelegation to Vietnam in June 2007.In Hanoi, he meets with VietnamesePrime Minister Nguyen Tan Dung(right), who welcomes Hong Kongbusiness investment in VietnamTop: About 30 senior MPE executives from Jiangsu join a four-dayexecutive training programme organised by the TDC in September 2007Top: High-level MPE delegates from Zhejiang attend a business seminar onHong Kong services in May 2007Southeast Asia was another key focus this year. HighlevelHong Kong business missions were organisedto Vietnam and Thailand. More than 500 businesspeople turned out in Hanoi and Ho Chi Minh Cityto learn more about the advantages of working withHong Kong.An arbitration services roadshow to Ho Chi MinhCity, Singapore, Kuala Lumpur and Bangkokattracted more than 600 people from a variety ofindustry sectors, as well as government organisations,local trade associations and the media.Platform for MPEsHong Kong has become the launching pad for theincreasing number of mainland private enterprises(MPEs) wanting to “go out” to the world, to connectwith international markets. In the past year, the TDCstepped up its efforts to promote the advantages ofthe Hong Kong platform to MPEs by organising morethan 80 outreach events in the mainland, reachingout to more than 9,000 business executives.The TDC also brought some 20 MPE missions,totaling more than 600 senior mainland executives,to Hong Kong.Above: At Expo Central China in Henan, Vice-Premier Wu Yi (centre) andHong Kong Chief Executive Donald Tsang (third from right) visit the HongKong Pavilion. They are received by TDC Deputy Executive Director AlanWong (second from left). Also in the picture are Hong Kong Secretary forCommerce, Industry and Technology Joseph Wong (far right); PermanentSecretary for Commerce, Industry and Technology (Commerce andIndustry) Yvonne Choi (far left); and Deputy Director of the Central People’sGovernment’s Hong Kong Liaison Office Guo Li (second from right)Key elements of the programmes include lectures byHong Kong service providers, practical case studies,site visits to Hong Kong infrastructure and businessfacilities, and networking activities to help buildcontacts with local service providers and potentialbusiness partners.To qualify as an MPE mission delegate, the mainlandenterprise must be a large-scale or fast-growingAbove: At the 11 th Beijing-Hong Kong Economic Cooperation Symposiumin Beijing, in November 2007, TDC Chairman Jack So (far left) officiates atthe opening ceremony. Hong Kong Chief Secretary Henry Tang (middle)and Beijing Mayor Wang Qishan (second from right) also officiatecompany with substantial annual turnover. It shouldalso have a keen interest in using Hong Kongbusiness services.Besides these MPE missions, six tailor-made trainingcourses on international trade were organised formore than 150 mainland executives coming fromGuangdong, Fujian, Jiangsu and Zhejiang provincesin the past year.42 43

Above: Nearly 400 businessleaders and government officialsfrom the United Kingdom andHong Kong attend the annualTDC Dinner in London, markingthe beginning of a week-longTDC roadshow covering London,Coventry and Bristol. Toastingthe continued prosperity of HongKong and Britain are (left to right):Hong Kong Financial SecretaryJohn Tsang; TDC Chairman JackSo; and UK Secretary of State forForeign & Commonwealth AffairsDavid MilibandAbove, right: In May 2007, more than 400 Japanesebusiness people gain insights into China’s 11 th fiveyeareconomic programme and related prospects forJapanese-Hong Kong cooperation during a one-daybusiness symposium commemorating the HKSAR’s 10 thanniversary. Victor Fung, Chairman of the Hong Kong-Japan Business Co-operation Committee, addresses thesymposiumRight: The TDC helped arrange the May 2007 publicationof Evolving Hong Kong – Newly Revealed Secrets of itsCompetitiveness, featuring the insights of some of Japan’stop economists and business minds. Employing casestudies and detailed analysis, the authors describe HongKong’s rise as a global financial services capital and amajor trading hubLeft: International businessopportunities are highlighted atthe Hong Kong/European Unionand European Union/Hong KongBusiness Co-operation Committees’ninth Plenary Session, in HongKong. Organised by the TDC, theannual bilateral gathering buildspartnerships between Europeanand Hong Kong companies andspotlights the latest economic trendsand developments affecting the EUand Hong Kong. Hong Kong ChiefExecutive Donald Tsang (centre),guest-of-honour at the Plenaryluncheon, is joined by (far left)Michael Treschow, Chairman of theEU committee, and Raymond Ch’ien,Chairman of the HongKong committeeFar left: At the 21 st Plenary Session ofthe Hong Kong-US Business Council,Hong Kong Financial SecretaryJohn Tsang briefs senior US businessleaders on Hong Kong’s strategicrole in helping American companiesexpand their business in ChinaLeft: From high technology to massentertainment, French and HongKong companies are finding it paysto work together. That enterprisingspirit was very much in evidenceat the third Plenary of the HongKong-France Business Partnership,organised by the TDC and Ubifrance.Hong Kong Chief Secretary HenryTang delivers the keynote speech atthe Plenary luncheonSelling Hong KongThe Global FamilyAnother key mission of the TDC is raising HongKong’s overall business image and profile around theworld. We organised about 260 outreach events,reaching some 26,000 executives in major overseasbusiness centres and emerging markets. Among theevents was a high-level symposium jointly organisedby the TDC and the Keidanren, the Japanesesecretariat of the Japan-Hong Kong BusinessCo-operation Committee, in Tokyo.Evolving Hong Kong – Newly Revealed Secrets of itsCompetitiveness, a book produced by a Japanesethink-tank and sponsored by the Hong Kong-JapanBusiness Co-operation Committee, was launchedat the May 2007 symposium in Tokyo, which wasattended by nearly 400 Japanese business people.Other major outreach events included a series ofroadshows to North America, covering Los Angeles,Chicago, Washington, DC, Boston, Toronto andVancouver. Similar roadshows were held in London,Coventry and Bristol to coincide with the annualTDC Dinner in London, Hong Kong’s most importantbusiness event in the United Kingdom.This direct interaction works both ways. The TDC alsoorganised return missions to bring business executivesto Hong Kong. In total, the Council received morethan 540 missions visiting Hong Kong.The TDC maintains six bilateral committees incooperation with the European Union, France, Japan,Korea, the United Kingdom and the United States.The Hong Kong and Japanese committees held their29 th Plenary Session in Tokyo, in May 2007. Threeother plenary sessions were held over the past year:the third Plenary of the Hong Kong-France BusinessPartnership, in October 2007; the Hong Kong-USBusiness Council’s 21 st Plenary Session, hosted byHong Kong in March 2008; and the ninth PlenarySession of the Hong Kong-European Union andEuropean Union-Hong Kong Business Co-operationCommittees, also held in Hong Kong in March 2008.Several high-level business missions from varioussectors, including finance, logistics and technology,visited Hong Kong under the auspices of thebilateral committees. They included a technologymission from Spain, in October 2007. Organisedby the Barcelona Chamber of Commerce andthe Barcelona City Council, in collaboration withother Spanish chambers of commerce, the businessdelegation left convinced of the value of workingwith Hong Kong. A technology-transfer agreementwas reached between educational-softwarecompanies from Hong Kong and Barcelonafollowing their business meeting in Hong Kong.44 45

Left: Attracting plenty of attentionat a press conference for the thirdHong Kong Music Fair are (backrow, left to right) girl band Hotcha,Niki Chow, Vincy Chan, RosanneLui, Theresa Fu, Stephanie Chengand Candy Lo; (front row, left toright) Jason Chan, Chau Pak Hoand Hins CheungBelow: Officiating at thegala opening ceremony forEntertainment Expo Hong Kong2008 are (left to right): HongKong Entertainment AmbassadorTony Leung; Acting Hong KongChief Executive Henry Tang; andTDC Chairman Jack So, who isalso Chairman of the Hong KongFilm Development Council. Theyare joined by representatives ofEntertainment Expo’s nine eventsAbove: The eighth Hong Kong Forum, in October 2007, attractedmore than 350 associates from 21 countries and regions. Theannual Forum features a variety of workshops, seminars andbriefings, as well as networking receptions, keynote luncheonsand the popular Six-Minute Business Dating session (above). Thisgives participants one-on-one communication with a successionof senior business executives from Hong Kong and around theworld, one of many innovative approaches to helping delegatesmeet potential business partners in Hong Kong. Organised bythe TDC and the Federation of Hong Kong Business AssociationsWorldwide, the Forum is the Federation’s flagship eventCreative FrontiersThe family of Hong Kong business associationscontinued to expand with the launch of a newchapter in Hungary. Most of these associationsfall under the umbrella of the Federation of HongKong Business Associations Worldwide. Launchedin 2000, the Federation is a unique network of 31Hong Kong business associations counting morethan 11,000 associates from 23 countries andregions. The eighth Hong Kong Forum, in October2007, brought more than 350 associates to HongKong, of whom some 70 participants were first-timevisitors. They came with one common cause – toseek business opportunities in Hong Kong and theChinese mainland.The TDC continues to champion Hong Kong’screative industries, including film, television, music,digital entertainment and design, as critical to HongKong’s economic growth.At the fourth Entertainment Expo, held in March2008, the TDC again united these creative forcesunder one roof. The Hong Kong InternationalFilm and Television Market (FILMART), one of thefounding events of Entertainment Expo, furthercemented Hong Kong’s reputation as Asia’sentertainment business hub. Nearly 4,200 industryprofessionals – a record number – attended the 12 thFILMART. About half came from outside Hong Kong.46 47

Left: The TDC and the HKSAR Governmentjointly organise a high-level business missionto Kuwait, Riyadh, Abu Dhabi and Dubai,in January 2008, to promote Hong Kong’sfinancial and infrastructure services. HongKong Chief Executive Donald Tsang (secondfrom right) discusses business with Ali MThunaian Al-Ghanim, President of the KuwaitChamber of Commerce and Industry (secondfrom left) at a round-table meeting. Looking onare H.E. Sheikh Dr Salem Al-Jaber Al-AhmadAl-Sabah (far left), advisor to the KuwaitiPrime Minister, and TDC Executive DirectorFred LamThe Hong Kong Music Fair, another EntertainmentExpo event, drew more than 7,500 visitors fromaround the world. The fair is jointly organised bythe TDC and the International Federation of thePhonographic Industry (Hong Kong Group) Ltd.The TDC promotes Hong Kong’s design services incollaboration with various industry associations anddesign institutions, including the Hong Kong DesignCentre, Hong Kong Designers Association, HongAbove, left: Under the theme of “Love from Hong Kong,”10 Hong Kong designers showcase their creative talentat 100% Design Tokyo, Japan’s premier contemporaryinteriors event. The five-day fair, 31 October to 4 November2007, attracted more than 85,000 visitors, includingrenowned Japanese designers Katsunori Aoki, Kasai Kaoruand Kazunari Hattori. Internationally acclaimed artistKatsumi Asaba (second from right) applauds Hong Kong’sgraphic design. At the far right is TDC Creative DepartmentDeputy Head Dury ChinAbove, right: Hong Kong designers are renowned forcreating original characters for commercial applications,as illustrated by these examples, from the December 2007Inno Design Tech ExpoLeft: “Trajectory,” the winning entry in the first Hong KongLighting Design Competition, was inspired by the path ofthe planets across the sky. Bulbs can be randomly placedalong a metal circuit. Competition winner Fan Cheuk Hangis a design student at the Hong Kong Institute of VocationalEducation. The design competition was a highlight of theOctober 2007 Hong Kong International Lighting FairKong Interior Design Association and Hong KongPolytechnic University’s School of Design. In the pastyear, the TDC staged design pavilions at Inno DesignTech Expo and the Hong Kong Gifts and PremiumFair, as well as Style Hong Kong, Beijing. To nurtureyoung design talent, the TDC organised variousproduct/design competitions in conjunction with TDCtrade fairs. Winning pieces were displayed at thefairs to showcase Hong Kong design excellence tointernational buyers.Financial CapitalThe TDC also promotes Hong Kong as aninternational financial hub. In September 2007, theTDC and the HKSAR Government jointly organisedthe inaugural Asian Financial Forum (AFF). TheAFF brought together some of the most respectedplayers in the global financial community to discussdevelopments and trends in the dynamic Asian market.Under the theme of “Leveraging New Opportunities,Advancing Regional Stability,” about 30 speakersfrom around the world shared their insights at theForum. Keynote speakers included James Wolfensohn,Fast Facts: Coming and GoingLeft: The Asian Financial Forum, coorganisedby the TDC, promotes HongKong as Asia’s financial hub. Taking part inthe Forum luncheon are (left to right): HongKong Secretary for Financial Services andthe Treasury KC Chan; Deputy Director ofthe Central Government’s Liaison Office inthe HKSAR Guo Li; Chairman of CitigroupInternational Advisory Board and formerWorld Bank President James Wolfensohn;Hong Kong Chief Executive Donald Tsang;Governor of the People’s Bank of ChinaZhou Xiaochuan; Hong Kong FinancialSecretary John Tsang; Hong Kong MonetaryAuthority Chief Executive Joseph Yam; andTDC Executive Director Fred LamChairman of the Citigroup International AdvisoryBoard and former World Bank President; and ZhouXiaochuan, Governor of the People’s Bank of China.Hong Kong Chief Executive Donald Tsang, FinancialSecretary John Tsang, and Secretary for FinancialServices and the Treasury KC Chan also spoke atthe Forum.More than 800 top executives from leading institutionalinvestors, financial institutions, major corporations,government bodies and regulators from Hong Kong,the mainland and beyond attended the event.•136,785 companies from around the world, including the mainland, visited Hong Kong through theTDC’s efforts•14,782 Hong Kong companies participated in events targeting the mainland•3,885 Hong Kong companies took part in events targeting emerging markets•338 outreach events, reaching 35,000 business executives, were organised to promote Hong Kongto overseas and mainland audiences•The TDC received more than 540 business delegations from around the world•On average, more than 60,000 people a month visit the two Design Gallery shops, at the HongKong Convention and Exhibition Centre and the Hong Kong International Airport48 49