PRESS RELEASE 新聞稿

Date 10 September 2018 Total Pages 6

HKTB launches Sham Shui Po promotion

Presenting to visitors the most authentic Hong Kong neighbourhood

Hyperlinks to press release, photos and related information:

Photos and other related materials: ftp://SSP2018-b:sx2wsw2x@ftpsvr01.hktb.com Press release: https://partnernet.hktb.com/en/about_hktb/news/press_releases/index.html

Treasures of the Heart micro-film series:

https://www.youtube.com/playlist?list=PLTNTHFm3Cu_vFB6bGauhwpXcwPNnf1yxn

Building on the success of its well-received “Old Town Central” campaign last year, the

Hong Kong Tourism Board (HKTB) launched the “Hong Kong Neighbourhoods – Sham Shui

Po” promotion today (10 September). The campaign presents Sham Shui Po as a

neighbourhood where visitors will find all aspects of Hong Kong livelihood in the most

authentic local flavours. The HKTB will showcase to visitors the fascinating features and

offerings of Sham Shui Po through an array of media and promotion channels. A number of

walking routes recommended by locals will also be introduced, complemented by themed

decorations displayed at various locations to help visitors experience the charm of Sham Shui

Po.

The HKTB held the launch ceremony of the campaign today on Fuk Wah Street in Sham

Shui Po. The ceremony was officiated by Mr Edward Yau, Secretary for Commerce and

Economic Development of the HKSAR Government, Dr Peter Lam, Chairman of the HKTB,

the Hon Yiu Si Wing, Legislative Council Member, and Mr Ambrose Cheung, Chairman of

the Sham Shui Po District Council.

The Secretary for Commerce and Economic Development, Mr Edward Yau, said, “We

have been striving to enhance the competitiveness of our tourism industry. We released a

development blueprint for Hong Kong's tourism last year setting out development strategies

and relevant measures to achieve this. The district promotion campaigns of the Tourism Board

are in line with the strategy raised in the blueprint to develop tourism products with local and

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international characteristics, thereby enriching visitors’ travel experience in Hong Kong.”

Dr Peter Lam, Chairman of the HKTB, said, “Last year, the HKTB rolled out the ‘Hong

Kong Neighbourhoods’ promotion to encourage visitors to explore Hong Kong beyond the

traditional tourist areas, with the aim of expanding their footprint and extending their length of

stay in Hong Kong. Visitors nowadays look for a more in-depth travel experience. In Sham

Shui Po, they can experience the authentic everyday lives of Hong Kong people. Sham Shui Po

has a fascinating mix of traditional and trendy elements, with many cool and creative shops

attracted to the neighbourhood in recent years. In addition, there is Michelin-starred food to

enjoy and a number of shopping streets and open-air street markets with different themes, all

of which offer a rewarding experience for visitors. Our promotion is also in line with the

government’s development blueprint for Sham Shui Po, creating synergy with the future

development of the district.”

To help visitors appreciate Sham Shui Po better, the HKTB has invited Dr Joseph Ting

and three locals to recommend walking routes that best introduce the history, creative trends,

authentic food and treasure hunting hotspots of Sham Shui Po. The routes have been uploaded

to a Sham Shui Po dedicated webpage on the HKTB website, complemented by video

navigation and route-finding functions on Google Map. To obtain interesting information at

the various points of interest in Sham Shui Po, visitors in the area can access the HKTB

website by scanning the QR codes put up on the visitor signage by the HKTB via their mobile

phones, or by using the HKTB mobile app “My Hong Kong Guide”.

To highlight the unique characteristics of the district, the HKTB has put up different types

of decorations in various places in Sham Shui Po, like in the MTR station, on the lamp posts

along major roads and streets, the street-facing wall of the neighbourhood landmark Dragon

Centre, street railings as well as CLP Power’s pillar boxes. The design of the decorations was

inspired by the iconic red, white and blue canvas rooted in Sham Shui Po, along with graphics

of buttons, zippers, nostalgic toys, and so on. Most of the decorations contain a QR code that

takes visitors to the HKTB website for more information. Themed decorations are placed

along the routes, which visitors can see as soon as they arrive at the Sham Shui Po MTR

station, and roam around the different iconic streets and points of interest.

As for global promotions, the HKTB has launched a micro-film series named Treasures of

the Heart, directed by up-and-coming director Steve Chan, on its digital and social media

platforms. Written by famous screenwriter Candace Chong, the series tells four

heart-warming stories of treasure hunting in Sham Shui Po, which fully reveal the

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characteristics and hospitality of the district. Targeting ethnic Chinese markets, the HKTB has

invited renowned local travel and food columnist Michelle Loo to film a TV programme about

Sham Shui Po. It is now being broadcast on Cathay Pacific’s inflight entertainment system. As

for trade partnerships, the HKTB will continue to organise familiarisation tours to Sham Shui

Po for overseas trade and co-operate with them to promote the neighbourhood.

The HKTB has also published a Sham Shui Po Self-guided Walks guidebook, offering

walking routes recommended by local personalities and 65 thematic points of interest. The

printed version of the guidebook is available at HKTB Visitor Centres, and an online version

can be found on the HKTB website for browsing or download.

Photo Caption 1

(from left to right) Mr Ambrose Cheung, Chairman of the Sham Shui Po District Council, Mr

Edward Yau, Secretary for Commerce and Economic Development of the HKSAR

Government, Dr Peter Lam, Chairman of the HKTB, and the Hon Yiu Si Wing, Legislative

Council Member, officiated at the launch ceremony of the “Hong Kong Neighbourhoods –

Sham Shui Po” promotion.

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Photo Caption 2

Mr Edward Yau (middle), Secretary for Commerce and Economic Development of the

HKSAR Government, Dr Peter Lam (third right), Chairman of the HKTB, the Hon Yiu Si

Wing (second right), Legislative Council Member, and Mr Ambrose Cheung (third left),

Chairman of the Sham Shui Po District Council, along with local personalities participating in

the Sham Shui Po promotion.

Photo captions 3-5

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Mr Edward Yau, Secretary for Commerce and Economic Development, and Dr Peter Lam,

Chairman of the HKTB, visited several points of interest in Sham Shui Po. They had a taste of

the Michelin-recommended street food, dropped by the flagship store of a local trendy

backpack brand, popular among visitors, and visited the filming location of a famous scene in

the celebrated Hong Kong movie Infernal Affairs on Apliu Street.

Photo Captions 6-9

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The HKTB has installed themed decorations in various places in Sham Shui Po, such as inside

the MTR station, on lamp posts and in a special point of interest, etc. Most of the decorations

contain a QR code. These decorations create an inviting ambience and demonstrate the unique

characteristics of Sham Shui Po to visitors.

- End -

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