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Xiamen Hong Kong Brand Festival

Introduction of Xiamen Hong Kong Brand Festival

Under the sponsorship of the Dedicated Fund on Branding, Upgrading and Domestic Sales (Organisation Support Programme), the BDC is implementing the "Assisting Hong Kong Brands to Explore Southern Fujian Market through Organising ‘Xiamen Hong Kong Brand Festival’ Serial Activities” Project, with the Chinese Manufacturers' Association of Hong Kong acting as the Collaborating Organisation and the CMA Exhibition Services Limited acting as Implementation Agent.This 11-month Project commenced on 1st November 2012.

Project Summary

As the ancestral hometown of many Hong Kong people and a pioneer in adopting the open-door policy, the nick-named “Southern Fujian Golden Delta”, basically comprising Xiamen, Quanzhou and Zhangzhou, has long-standing and close socio-economic ties with Hong Kong. In tandem with the rapid economic growth, the liberalisation of “Three Links” across the Taiwan Strait as well as the availability of high-speed rail network, the recent years have seen the rise of Southern Fujian as an emerging market with phenomenal potential and increasing influences. It is not only a strategic foothold for Hong Kong brands to “go beyond” Pearl River Delta and expand the frontier of domestic sales in the South China, but also a gateway to the vast East China and Central China markets.

In line with Hong Kong industries’ recent developments in the Mainland market, this Project stages a promotional campaign under the banner of “Xiamen Hong Kong Brand Festival” (the Festival), aiming to promote the collective image of Hong Kong brands and help Hong Kong enterprises to better understand the domestic market and explore business opportunities in the Mainland particularly Southern Fujian. It features a series of diversified activities that tie in with the current needs of Hong Kong enterprises, including setting up a large-scale gallery at the “2013 Hong Kong Trendy Products Expo, Fujian Xiamen” (the Expo) to showcase the latest development of Hong Kong brands, accompanied by a variety of road shows, stage performances and thematic programmes aiming to promote Hong Kong brands and representative products and services; conducting a questionnaire survey on local consumers notably Xiamen citizens with an eye to understanding their brand preferences and consumption behaviours; organizing a networking meeting to facilitate the business matching between Hong Kong brand operators and Mainland distributors, service providers as well as other potential business partners; and lining up publicity activities in Hong Kong including a experience sharing seminar with emphasis on the strategies and practices of Hong Kong brands in exploring Mainland market.

Project Deliverables

  1. A specially-designed and decorated gallery to be set up at the “2013 Hong Kong Trendy Products Expo, Fujian Xiamen” during 27 April to 2 May 2013 to display the consumer products and information panels of representative Hong Kong product and service brands. The gallery will serve as a window to demonstrate a collective image of Hong Kong brands and promote the high quality, stylish and superior image of Hong Kong products and services.

  2. A questionnaire survey conducted mainly at the Expo to gather views of local consumers, in particular their consumption preferences and perception of Hong Kong brands, with an eye to collecting first-hand information for Hong Kong companies’ reference.

  3. A business networking meeting to be held in Xiamen on late of April, 2013, whereby Hong Kong brand operators could meet and explore cooperation with Mainland distributors, service providers and other potential business partners, especially those from Southern Fujian region.

  4. One or two small-scale road shows to be staged at major business districts and/or visitor hotspots in Xiamen prior to and/or during the exhibition, so as to call local consumers’ attention to the “Xiamen Hong Kong Brand Festival”.

  5. A series of stage performances and thematic programmes with focus on selected manufacturing or service industries to be lined up at the Expo venue, scattering over the exhibition period, in an attempt to demonstrate the diversity, viability and lifestyle-orientation of Hong Kong brands.

  6. A publicity and advertising campaign to be mounted by phases via the media of Hong Kong and Xiamen as well as at the Expo, in tandem with the activities of the Festival.

  7. A 3-hour concluding seminar will be hosted in Hong Kong to announce the findings of the survey on Southern Fujian consumers, which would also serve as a forum for professionals and representatives from local companies to share experience and exchange views in regard to domestic sales.

  8. A set of promotional materials, e.g. leaflets, brochures of the gallery exhibitors and souvenirs for visitors, will be produced and distributed prior to and during the exhibition.

  9. Regular updates about the serial activities of the Project to be broadcast through the websites of the Organiser and the Expo.


All project activities are free-of-charge and we welcome all Hong Kong SMEs and enterprises to participate.


  • Organiser :
  • Collaborating Organisation :
  • Implementation Agent :
  • Sponsor :
  • Supported by:

Any opinions, findings, conclusions or recommendations expressed in this webpage (or by members of Project team) do not reflect the views of the Government of the Hong Kong Special Administrative Region, Trade and Industry Department or the Vetting Committee for the SME Development Fund and the Dedicated Fund on Branding, Upgrading and Domestic Sales (Organisation Support Programme).