Setting the Scene: Asia’s World City

How did Hong Kong become "Asia's World City"? The fascinating backstory takes us back to the early 2000s, a time when Hong Kong was grappling with the aftermath of the Asian financial crisis and the uncertainties of the post-handover era. It was during this period that a team of branding experts and government officials set out to redefine Brand Hong Kong. Through the Asia's World City brand, they aimed to capture the essence of Hong Kong – a place where the old and the new, the local and the global, coexist in a delicate balance, creating a unique and irresistible draw for businesses, investors, and visitors alike. It was a bold and strategic move that has helped to cement Hong Kong's reputation as one of the most vibrant and influential cities in Asia and the world. Hear from one of the original progenitors and other branding experts to discuss the genesis of Asia's World City, its relevance to today and how it can be revitalised for the future.