Hong Kong Food and Wine Year Fact Sheet(3)

introducing the delicacies of Hong Kong to overseas media and
consumers.
• Invite international gourmets and media to promote Hong Kong’s unique
culinary experience
o Invite renowned food critics, chefs, TV programmes on food and wine
and media from various source markets, such as Mainland China, the
US, Canada, Japan, Australia, France, Germany, Italy, Taiwan, India
and the Philippines, as well as Malaysia, to visit Hong Kong, and
feature a full range of culinary delights in the city, so as to strengthen
Hong Kong’s image as the “Culinary Capital”. For example:
- Invite the production team of “MasterChef”, a cooking contest
programme which will be shown on Australia’s Channel 10
network to visit Hong Kong, and infuse elements of Hong Kong’s
gastronomic characteristics in the contest.
- Arrange the production team of “A Matter of Taste”, a popular TV
food programme on Discovery Travel and Living Channel, to film
in Hong Kong.
- Invite other media channels, such as CNBC of the US, Cuisine TV
of France, Food Network of Canada to come to Hong Kong, and
feature Hong Kong’s diverse selection of food and wine.
o Invite various international celebrities to share their culinary
experience in Hong Kong via HKTB’s “Hong Kong Food and Wine
Year” website, including:
- Mr Vir Sanghvi, famous Indian food critic; Miss Parvathy
Omanakuttan, Miss India; Mr Johann Lafer, renowned Michelin
chef from Germany; Miss Cheryll Gillespie, CNBC host from the
US; and Mr Hu Tianlan, renowned food critic from Taiwan.
2. Co-operation with trade partners and consumer promotions
• In various visitor source markets, such as the US, the UK, Australia, Japan,
Taiwan, Malaysia, Singapore, and the East and South China regions in
Mainland China, co-operate with major travel agencies and airlines to launch
package tours and itineraries themed on Hong Kong cuisine.
o For example: Launch the “Celebrity Gourmet Tours” in Taiwan and
Southeast Asian markets.
- Invite Hong Kong food critics to guide Taiwanese visitors to taste
Hong Kong food.
- Invite celebrities from the Southeast Asian market to visit Hong
Kong along with tourists and sample Hong Kong delicacies.
• Leverage on PR activities to showcase Hong Kong’s strength in food and
wine through road shows, trade fairs and other consumer activities overseas
and in Mainland China, while promoting Hong Kong package tours.