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As geopolitical tensions and economic uncertainty reshape global trade flows, Hong Kong is doubling down on its role as a superconnector between East and West.
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International promotional campaigns like the Hong Kong Trade Development Council’s “Think Business, Think Hong Kong” series have evolved from luxury to necessity. Since 2011, this flagship initiative has reached 17 cities across 11 countries, primarily in G7 and Asean countries, with repeat engagements in key hubs like Milan underscoring their lasting impact.
Building bridges in person
In an age of digital communication, the power of in-person diplomacy remains irreplaceable. The roadshow, led by HKTDC chairman Frederick Ma Si-hang and featuring delegations of business leaders, successful expatriates, and startups are strategic exercises in relationship-building. A telling moment in Milan last Thursday came when Ma highlighted that the Ngong Ping 360 cableway was designed by Italy’s Leitner Group – a subtle yet powerful reminder of the relationship between Hong Kong and Italy while promoting tourism. This human touch leaves a memorable impression that no virtual presentation can match.
Awareness gap: the unfinished work
Despite these efforts, significant knowledge gaps persist. A survey revealed that many Italian firms remain unaware of the Closer Economic Partnership Agreement, a pact that gives Hong Kong-based companies privileged access to mainland China. If a mature market like Italy lacks this understanding, the challenge is far greater in emerging economies in Eastern Europe, Africa, and Latin America, which Hong Kong now wants to tap into.
The path forward: strategic expansion
To solidify its future, Hong Kong must strategically expand this road map diplomacy. While large-scale events in Western markets remain crucial, targeted campaigns in Global South countries are the next frontier. Simultaneously, roadshows within mainland China can better equip local firms to go global through Hong Kong’s platform.
In a fragmenting world, proactive, personal outreach is Hong Kong’s most potent tool to demonstrate it remains the world’s premier bridge to opportunities.
