This summer, Hong Kong is being transformed into a festive holiday paradise that will have tourists worldwide come and discover its unique charm in ways they’ll never forget. At the center of its transformation is the CHIIKAWA DAYS exhibition, where huge inflatable sculptures and special art installations of the much-loved Chiikawa function to offer both the local public and tourists an immersive and enjoyable time in the square. Whether you’re strolling down the lively streets of Tsim Sha Tsui or following an e-stamp rally through the city’s famous neighbourhoods, Hong Kong’s newest tourism campaign is the perfect blend of art, culture, and fun for an unforgettable journey! Prepare to be spellbound as it merges a touch of cuteness into the sizzling summer holiday scene in Hong Kong.

Hong Kong Tourism Board Unveils “Hong Kong Summer Viva” Campaign to Celebrate City’s Attractions

The Hong Kong Tourism Board (HKTB) has kicked off an exciting initiative to bring the city’s vibrant culture and events to the forefront with its “Hong Kong Summer Viva” campaign. Designed to captivate both locals and international visitors, this campaign promises a plethora of mega-events spread across Hong Kong’s iconic locations. Among the standout features of this campaign is the collaboration with the creative brand AllRightsReserved (ARR) and Spiralcute International to present the much-anticipated CHIIKAWA DAYS exhibition. The HKTB aims to leverage the widespread appeal of Chiikawa, an adorable and popular character, to enhance the city’s tourism offerings and attract more overnight visitors.

CHIIKAWA DAYS: A Major Draw for Summer Tourists

The CHIIKAWA DAYS exhibition is undoubtedly one of the biggest highlights of the Hong Kong Summer Viva campaign. Opening on August 1 in the bustling district of Tsim Sha Tsui, this exhibition is set to become a key destination for visitors seeking an immersive and joyful experience. The exhibition’s theme, “Clothing, Food, Shelter, and Action,” invites visitors to step into a world filled with larger-than-life inflatable sculptures. These sculptures bring to life the everyday adventures of Chiikawa and friends, inviting attendees to explore their world in a way that is both fun and captivating.

In a unique twist, renowned CHIIKAWA illustrator Nagano has created an exclusive series of artworks for the exhibition. The YUM CHA Art collection features Chiikawa and his friends reimagined as cute versions of Hong Kong’s beloved dim sum dishes. The delightful renditions include interpretations of classic culinary favorites such as the Chinese thousand layers cake, Chinese sausage rolls, and siu mai, all portrayed with the signature cuteness of Chiikawa. This exclusive art display offers an exciting cultural crossover, blending local cuisine with the global appeal of Chiikawa’s charm.

The exhibition will run throughout the summer, allowing visitors ample time to experience the magic of the Chiikawa world and its interactive elements. Visitors can also purchase limited-edition merchandise featuring these exclusive artworks, making it the perfect summer event for families, friends, and fans of the adorable Chiikawa character.

CHIIKAWA in Hong Kong Neighbourhoods: A Fun E-Stamp Rally

As part of the Hong Kong Summer Viva campaign, the HKTB, in collaboration with ARR, has launched a brand-new e-stamp rally titled CHIIKAWA in Hong Kong Neighbourhoods. This exciting event invites both locals and tourists to explore Hong Kong’s diverse neighbourhoods while discovering the latest Chiikawa-themed art installations. Running from July 28 to August 24, the rally offers a fun way to explore the city while engaging with Chiikawa’s unique charm.

The rally features four prominent locations: Central Pier, Kai Tak Sports Park, Sai Kung Waterfront Promenade, and East Coast Boardwalk in North Point. At each of these spots, visitors can take photographs with exclusive backdrops that highlight the distinct characteristics of each location, all while enjoying the display of Chiikawa and his friends, reimagined as dim sum-themed characters. From the peaceful beauty of Sai Kung to the modern vistas of Kai Tak, the locations provide the perfect backdrop for the cute characters to shine.

To participate, visitors can scan the QR codes at each location to collect two coloured e-stamps. Collecting all eight e-stamps—two from each location—will earn participants the chance to download a colourful digital postcard. This postcard can be customized and shared with friends and family, making it a memorable keepsake from the rally. The e-stamps rally encourages people to explore various neighbourhoods, enjoy the creativity of Chiikawa-themed art, and capture the essence of Hong Kong’s unique culture.

Lucky Draw: A Chance to Win Free Tickets

For those eager to engage further with the CHIIKAWA DAYS exhibition, the e-stamp rally also includes an exciting lucky draw. By collecting all eight stamps from the four locations, participants will be entered into a prize draw to win two general admission tickets to the CHIIKAWA DAYS exhibition. The lucky draw runs until August 15, providing plenty of opportunities for participants to join in the fun and possibly win free access to this exclusive event.

A Boost for Hong Kong’s Tourism

The collaboration between the HKTB, ARR, and Spiralcute International reflects Hong Kong’s dynamic approach to tourism. By incorporating beloved characters like Chiikawa into the city’s events and campaigns, the HKTB is successfully tapping into global trends and appealing to a wide range of visitors. Whether they are fans of the adorable character or simply looking for something fun and immersive, the Hong Kong Summer Viva campaign offers a perfect combination of cultural experiences and creative entertainment.

This initiative is a strategic move to boost Hong Kong’s appeal as a top destination for both leisure travelers and local residents. As the city reopens its doors to the world post-pandemic, the HKTB aims to showcase the diversity and vibrancy of Hong Kong’s cultural landscape. The CHIIKAWA DAYS exhibition and the CHIIKAWA in Hong Kong Neighbourhoods rally are just two examples of how Hong Kong is embracing creative, family-friendly events to keep tourists engaged and excited to visit.

What to Expect in the Future

With the success of the Hong Kong Summer Viva campaign, the HKTB is likely to continue incorporating creative and unique cultural experiences into its future marketing initiatives. By collaborating with global brands and tapping into popular cultural icons, the HKTB can ensure that Hong Kong remains a top choice for travelers seeking new and exciting experiences.

For now, visitors to Hong Kong are encouraged to immerse themselves in the fun, charm, and whimsy of Chiikawa’s world. Whether through the CHIIKAWA DAYS exhibition or the CHIIKAWA in Hong Kong Neighbourhoods e-stamp rally, there’s something for everyone to enjoy this summer.