| Organized by | The Hong Kong Food Council Limited |
| Period | 1/2/2015 – 31/7/2016 |
| Funded by | The Dedicated Fund on Branding, Upgrading and Domestic Sales (Organisation Support Programme) of the Government of the Hong Kong Special Administrative Region |
| Collaborating Organisations | The Chinese Manufacturers’ Association of Hong Kong The Chinese General Chamber of Commerce The Hong Kong Federation of Restaurants & Related Trades Limited |
Project Background
Over the years, Hong Kong brands have earned good reputation locally and internationally due to their excellent quality and stringent safety control. The collective image of “Hong Kong brand” is synonymous to “reasonably priced, safe and reliable”. Although Hong Kong itself has relatively a short history, it has nurtured many brands that have stood the test of time and have become household names. Among them, many are well-known food brands which have existed for more than half a century like Lee Kum Kee, Amoy, Pak Chun, Tung Chun, Garden, Wing Wah, Kee Wah, Lion Globe, Maxim’s, etc.
Hong Kong brands, especially food brands, are welcomed by Mainland consumers, evidenced by some 40 million Mainland visitors coming to Hong Kong annually to purchase all kinds of foodstuffs ranging from moon cakes, rice dumplings, noodles, condiments and seasonings to cooking oils. Hong Kong food brands are well-positioned to tap into the vast Mainland market with a population of over 1.3 billion people.
The Hong Kong Food Council has obtained funding the Government of the Hong Kong Special Administrative Region to implement a project entitled “Capitalising on ‘Hong Kong brand effect’ to help Hong Kong food producer companies develop the Mainland market”. Funded by the Dedicated Fund on Branding, Upgrading and Domestic Sales (Organisation Support Programme), this project aims to capitalise on the collective positive image of “Hong Kong brand” in especial “Hong Kong food brand” to help Hong Kong companies develop the Mainland market.
Objectives
- To promote Hong Kong’s food culture and the collective positive image of “Hong Kong food brand”
- To enhance the knowledge and skills of Hong Kong companies in developing the Mainland market
- To help Hong Kong companies tap into the Mainland market through participation in two large-scale food expos in Southern and Central China respectively
Beneficiaries
- Food processing companies
- Food wholesalers
- Food retailers
Project Deliverables
- Aproject committee to be formed by brand experts, scholars and representatives of the Hong Kong Food Council Limited to assist and oversee project implementation
- Avideo to be produced to highlight Hong Kong as a food paradise and to promote the collective image of “Hong Kong food brand”
- Four knowledge-sharing sessionsto be arranged for representatives from well-established food brands to share their insights and experience in developing the Hong Kong and Mainland markets
- Eight training workshops in Hong Kongto be arranged focusing on enhancing the knowledge and skills of SMEs in developing the Mainland market
- Two Hong Kong Pavilionsto be set up in two most representative food fairs in Mainland China. Apart from showcasing products of Hong Kong well-established food brands, exhibition panels will be set up and a video will be shown to promote Hong Kong food culture and the collective image of “Hong Kong food brand”. Hong Kong companies will be invited to participate in the fairs to test the water and to gain practical experience
- An e-version of case booksummarizing useful information on the project to be produced and be made public via e-mails and project website
- A websiteto be developed for this project to allow easy access of information and enrolment of activities by companies anytime and anywhere
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