Editorial | Hong Kong needs more than cheap cinema tickets to be truly happy

It says something about the post-Covid public mood when the government splashes money around in an attempt to lift the spirits. As the gloom fades, it has promised a series of fun-filled community events as part of the “Happy Hong Kong” campaign. While morale boosters are much needed, it will take more than gourmet bites and discounted cinema tickets for the public to feel genuinely happy and proud of the city again.

Compared to the hundreds of billions of dollars spent on fighting the coronavirus, the HK$20 million (US$2.55 million) budget “to bring back more smiling faces” may seem like a drop in the ocean. The year-long campaign begins with food fairs and cinema showings this weekend. Residents may try local and global food at some 100 stalls run by selected caterers and consulates at the Convention and Exhibition Centre, and more than 200,000 film lovers can see their favourites across a range of cinemas for only HK$30, roughly a quarter of the usual ticket price. Similar food fairs will be held in Sha Tin Park and Kwun Tong Promenade in the next two months.

Also in the pipeline is a large-scale “Harbour Chill Carnival” along the Wan Chai Promenade in the summer and 5,000 free Ocean Park tickets. Separately, the Manchester United U16s Academy squad will visit for a one-week cultural and football exchange programme in August. Other events include a sports carnival at West Kowloon Cultural District, local farmers’ markets and a technology and food bazaar at the Science Park.

There can be no dispute that the city needs something more positive to look forward to after years of political, public health and economic crises. While there is nothing wrong with officials trying to instil a feel-good atmosphere among local people, this paper has already expressed its concern that the campaign may become yet another underwhelming promotional gimmick if the details are not carefully thought through.

Whether a food fair and cut-price movie tickets will make people happier is a matter of judgment. Earlier, an air tickets giveaway as part of the “Hello Hong Kong” tourism promotion drive also drew a mixed response. Unlike 20 years ago when the government resorted to HarbourFest – waterfront pop concerts featuring top international artists – to help rebuild the city after the outbreak of the severe acute respiratory syndrome (Sars), officials are more down to earth this time. However, if the queues for cinema and food fair tickets are anything to go by, the events seem to have much public appeal.