Collaboration with different sectors, leveraging their reach and strength, is a great way to magnify the work we do. In Japan, this included celebrity endorsement, media partnerships and trade networking.

Celebrity endorsement

Japanese boy band GENERATIONS from EXILE TRIBE, our Hong Kong Friendship Ambassador for 2015, promoted their trips to Hong Kong via various means, including a 20-minute appearance on popular TV show "King's Brunch". A series of videos and photos were also released to attract young Japanese on digital platforms and at consumer shows, such as the Japan Tourism Expo.

Media partnership

FRaU magazine published a special issue on hidden gems worth checking out in Hong Kong's thriving dining and cultural scene. The magazine came with a comprehensive map of the trendiest digs and was especially sought after because actor Hideaki Takizawa was on the cover and train posters with the cover were put up in Tokyo and Osaka.


  • The spin-off digital competition attracted 12,000 applicants in a month.
  • In addition to the initial 50,000 copies, an extra 25,000 copies of the map were reprinted at the request of our trade partners.

Trade networking

A high-level trade mission in 2015 saw 10 Japanese travel trade VIPs inspect and enjoy the Wine & Dine Festival and the Sai Kung area to better understand our tourism appeal. We also invited product managers from 43 Japanese trade partners to meet with local trade partners for some fruitful discussions at Contract Hong Kong 2015.