Sharing sessions, impromptu dancing in the streets and a whole lot of hugging - Po Po is here. But what on earth is it?
Comprising a song, a dance and a series of performances, the message of Po Po is simple. 'Literally, Po Po means to hug or embrace,' says organiser Yvonne Siet. 'When asked about it, I don't explain - I just do it and then people know what we're talking about.'
Co-organiser Elvin Wong Chi-chung, a Hong Kong music educator, says: 'It's a physical act, though it has wider connotations - of embracing people, music and the world. It's infectious and organic. It's a new philosophy and social movement which encourages the public just to be nicer to each other.'
'I think most people here are quite conservative about showing their love for others,' says singer Stephanie Cheng Yung. 'However, after promoting the Po Po culture, hopefully our society will be less uptight about showing their love and caring for one another.'
Presented by Now.com.hk and Cathay Pacific, the Po Po campaign is designed to break the divide between music, fans and artists. 'It's about letting your guard down,' says Siet. 'Putting down star status and sharing love.'
At the centre of the campaign is the Po Po song. 'We wanted to do a non-traditional Canto-pop song,' says Wong. 'So, we added a Latin element.'
'We describe the single as a salsa-Canto-rap song,' Siet says. 'We invited [Venezuelan salsa artist] Victor Hugo to write the music for the song. He's a walking encyclopedia of the Latin music world.'