AIA plays an active role in supporting Hong Kong’s mega-event economy
The insurer delivers world-class entertainment extravaganzas that provide lasting experiences for the community and beyond
Hong Kong is set to host an impressive 93 mega-events in the first half of 2025, including AIA’s sponsorship of the city’s signature AIA Carnival in Central and the highly anticipated Coldplay: Music of the Spheres World Tour at the new 50,000-seat stadium at Kai Tak Sports Park.
AIA has been playing an active role in supporting Hong Kong’s mega-event economy, which is expected to attract 840,000 tourists in the first half of this year, contributing about HK$3.3 billion (US$424.7 million) in spending and a value add of around HK$1.8 billion – a 50 per cent increase compared to the same period last year.
Although Hong Kong has long been recognised as Asia’s events capital, with the launch of the Mega Arts and Cultural Events Fund in 2023, the government has doubled down on its efforts to promote the city as the region’s premier hub for mega-events – generally defined as being large in scale with the potential to attract overseas visitors and bringing economic benefit to the host city.
To further solidify the city’s global status, the government has committed HK$100 million over the next three years to support mega-events designed to showcase the city’s vibrant cultural heritage while promoting a diversified economy.
As part of its commitment to enhance Hong Kong’s rich culture and mega-event economy, AIA is dedicated to creating unique and memorable experiences. Since its debut in 2014, the AIA Carnival has become a must-see event, attracting more than 5.8 million visitors from Hong Kong and overseas. Spanning the festive seasons of Christmas and Lunar New Year, the winter spectacle has contributed an estimated HK$1.8 billion to Hong Kong’s economy over the past decade.
“We are dedicated to fostering community engagement and supporting the city’s mega-event economy through the AIA Carnival,” says Alger Fung, CEO of AIA Hong Kong and Macau. “Looking ahead, we will continue this legacy of supporting the mega-event economy and spreading joy and creating memorable experiences for all, empowering everyone to live ‘Healthier, Longer, Better Lives’.”
This season, the carnival celebrated its 10th birthday at Central Harbourfront, with 28 new rides and more than 30 game booths. Working to build a healthier and more connected community for all, AIA Carnival has donated more than 40,000 tickets to community beneficiaries.
Before its grand opening in December, the insurer hosted a special celebration for its charity and community partners where Hong Kong’s Olympic medallist Siobhan Haughey, an ambassador for AIA Hong Kong and Macau, joined in the celebrations.
Besides hosting the AIA Carnival, the insurer has helped create lasting memories for concertgoers with some of the world’s most sought-after artists. In 2023, AIA was the main sponsor of the Blackpink World Tour (Born Pink) Hong Kong, bringing the K-pop superstars to Hong Kong. This year, AIA’s ongoing support for the city’s mega-event economy is reflected in its partnership with British rock band Coldplay for the Music of the Spheres World Tour in Hong Kong. The band will stage four concerts at the Kai Tak stadium in April.
Already recognised as one of the group’s most highly attended tours, it has sold more than 10 million tickets since it began in 2022.
In addition to the widespread acclaim the tour has received for its stunning visual appeal and array of hits, it has also been recognised for setting a new standard for large-scale sustainable events.
The band’s strategy for climate-friendly touring incorporates practices such as low-energy displays, lasers and lighting, biodegradable confetti and reusable LED wristbands. The band’s eco-tour aligns with AIA’s environmental, social and governance (ESG) commitment. Through its partnership with the Hong Kong leg of Coldplay’s world tour, the insurer aims to create memorable experiences that encourage people to live “Healthier, Longer, Better Lives”, while supporting sustainability, the mega-event economy and community well-being.
“Our sponsorship of the Music of the Spheres World Tour in Hong Kong, which serves as a role model for sustainable events, also aligns with AIA’s ESG commitment, emphasising sustainability and community well-being,” Fung says. “By promoting sustainability through inspiring events in Hong Kong, we aim to enhance the overall experience for concertgoers while contributing positively to society.”