Dragon represents spirit of Hong Kong

Published: 12:00am, 22 May 2001

In recent weeks, Hong Kong's new symbol - a red and yellow dragon - has become the talk of the town.

The dragon, a part of the Government's new Brand Hong Kong Programme, has been designed to communicate Hong Kong's link to a historical and cultural icon.

The body of the dragon includes both the Chinese characters for 'Hong Kong' and the letters 'HK'. The flowing lines of the dragon also mirror Chinese calligraphy.

This dual expression symbolises a blend of East and West which characterises Hong Kong. The dragon's smooth, fluid shape imparts a sense of movement and speed, symbolising that Hong Kong is forever changing.

The dragon motif captures Hong Kong's passion to be daring and innovative.

However, some people have said that the dragon symbol fails to represent Hong Kong and that it looks more like a phoenix than a dragon.

Whether you like Hong Kong's new icon or not, as a Hong Kong citizen, it helps to learn more about the branding campaign. You can visit the campaign's official Web site at http://www.brandhk. gov.hk

The site is an informative Web site in both Chinese and English focusing on the background of the creation of the dragon motif and the branding programme.

The content of the site is simple. The site comprises Brand; Press Release and Speeches; Webcast and Video.

Visit Brand to learn more about the background of the dragon logo and the Brand Hong Kong programme.

There is a Welcome Message from Donald Tsang Yam-kuen. Brand Overview gives a summary of the background of the branding programme and the creation of the dragon.

Communicating Hong Kong is the most informative part. It lists the core values of Hong Kong to be branded under the programme and describes how core values are communicated through the dragon motif.

Press Releases and Speeches is useful for reporters and media practitioners. The section keeps browsers up-to-date on the branding programme.

Webcast and Video are video clips for Internet users to download.

To promote Hong Kong, the Government has designed some beautiful Web sites.

DiscoverHongKong (http:// www.discoverhongkong.com) is a good example. Designed the by Hong Kong Tourist Board, the site provides a wealth of information and images for Internet users. It covers a wide range of topics, such as accommodation, dining and scenic spots.

Quick Guide features information on accommodation; dining; shopping; events and sightseeing.

News Corner helps tourists keep track of the latest news in Hong Kong.

Tourists who plan to travel to the mainland can visit Gateway to China, which provides information on different cities in China, such as Beijing and Shanghai.

The Interactive Gallery features pictures of Hong Kong. It also includes descriptions of Chinese festivals and Chinese horoscopes. The site also features a powerful search engine.

Graphic: YPWWWGLO

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