British aerial dancers, German violin jugglers, award-winning installation artists from Australia and an avant-garde music ensemble from the US: that's not the lineup for an arts festival but attractions being offered by local shopping centres as part of their festive promotions.
The rising quality and quantity of international acts appearing in malls reflects intensified competition among them, and growing expectations from tenants and customers.
'A lot of people have tougher jobs with longer working hours, and they want to make sure every dollar is well spent. So [these acts] can make a difference to where you decide to spend the money,' says Maureen Fung Sau-yim, general manager of leasing at Sun Hung Kai Real Estate Agency, which oversees more than 10 malls, including APM in Kwun Tong. 'Tenants also realise how much more pedestrian traffic a good show can bring in.'
And with Christmas being the most lucrative time for retailers - it can generate a quarter of the annual revenue - it's no wonder shopping complexes are wheeling in heavy artillery to make more money.
Sun Hung Kai Properties fired the first salvo in the last week of November when it brought in Sienta la Cabeza, a trio of Spanish street performers known for their hair-styling antics, to the World Trade Centre in Causeway Bay. Swire soon followed with performances by two American site-specific dance ensembles, Third Rail Projects and Collage Dance Theatre, at its Island East development including the Cityplaza mall in Taikoo Shing.
Budgets for promotional activities have increased over the years. Big malls such as IFC in Central, New Town Plaza in Sha Tin and Metro City Plaza in Tseung Kwan O have each spent about HK$10 million on Christmas campaigns this year, with a significant portion earmarked for hiring overseas artists.