‘Asia’s World City’: how did Hong Kong get its iconic label?
- In 2001, the city had returned to Chinese rule and was struggling to craft a new narrative and sense of place in the world based on ‘enduring truths’
- Branding experts behind the phrase recount their experience creating a logo that has come to represent Hong Kong in the past two decades
The logo of a fiery red dragon, emblazoned with the name of the city and a bold declaration “Asia’s World City”, has come to represent Hong Kong in the past two decades.
What’s behind its longevity, and what were the sources of inspiration for the branding experts involved in the effort to encapsulate Hong Kong’s identity in 2001?
Peter Knapp, global chairman of branding specialist Landor & Fitch, said the first phase began with an examination of the city’s story and place in the world. “I think the research was really important, that it was not only done within Hong Kong and the region, but also internationally.”
Knapp recalled his team surveyed local stakeholders and audiences around the world to find out the attributes best suited to the city, before they started refining ideas and testing them.
“The intention of destination branding is telling … positive stories that really are based on authentic truth,” he said. “We’re not here to create a fantasy. We’re here to put a spotlight onto things that are really good and make sure that everyone understands those and sees those clearly.”
Among those attributes gleaned from the global survey were “enterprising, innovative, diverse, and cosmopolitan”, according to a government document detailing the “Brand Hong Kong” initiative.
The firm’s president for the Asia and Pacific region Jonathan Cummings, who also worked on the project in 2001, recalled that the former British colony was at the time also struggling to position itself, having returned to Chinese rule just four years earlier.