Moving beyond famous places to see, the campaign reveals a Hong Kong made to be felt.
The Hong Kong Tourism Board (HKTB) has officially launched “Only in Hong Kong,” a new global campaign that redefines how the city is experienced and differentiates Hong Kong as Asia’s World City. Moving beyond a place to see, the campaign reveals a Hong Kong made to be felt.
By capturing the city’s sights, sounds, and rich flavors, “Only in Hong Kong” reveals the true soul of the city, transforming everyday moments into lifelong memories.
The new brand campaign was recently showcased to Philippine trade stakeholders by Liew Chian Jia, HKTB’s regional director for Southeast Asia, during a trade luncheon held in Manila on July 8. Speaking to local industry partners, Liew highlighted the incredible momentum of the local market, noting the arrivals of Filipino tourists surging to 1.34 million in 2025.
Related story: Kathryn Bernardo joins the Filipino stars you can see at Madame Tussauds Hong Kong
From January to May this year, the market recorded positive growth of 1% compared with the same period last year. Globally, Hong Kong welcomed almost 50 million visitors in 2025, with arrivals growing a further 14% so far this year.
“The Philippines continues to be one of the top Southeast Asian markets, and we are incredibly grateful for the continued support Hong Kong receives from Filipino tourists,” said Liew.
“As the tourism landscape evolves, with visitors having more options than ever before, we want to give Filipino travelers even more compelling reasons to keep coming back,” she added. “Our answer is ‘Only in Hong Kong’ – a campaign that uplifts the image of Hong Kong as a welcoming, dynamic world city. We want to create powerful moments that stay with you long after the trip is over so that even when you leave Hong Kong, Hong Kong will never leave you.”
Related story: Erwan Heussaff unpacks the soul of Hong Kong’s food scene
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 neighborhoods, 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, colors, and authentic moments that define and differentiate the city’s authentic character.
Related story: Filipina artist Josephine Turalba returns to Art Basel Hong Kong, carrying stories shaped by the ocean
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 like:
· Dukling Red – embodies the timeless grace of Hong Kong’s junk boats
· Ding Ding Green – embodies the resilience of over 120 years of transport heritage
· Skyline Blue – inspired by the skies above the towers that line Victoria Harbor
· Panda Black & Panda White – celebrating the joy of Hong Kong’s beloved panda twins
Related story: Cinematic Hong Kong: Touring the film locations of ‘Under Parallel Skies’
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.
For more details, visit the official “Only in Hong Kong” campaign website.
