HKTB Partners with CHIIKAWA for Citywide Promotion and Exhibition

Brickinfo News Agency – The Hong Kong Tourism Board (HKTB) has initiated a “Hong Kong Summer Viva” campaign, with a key component being its support for the “CHIIKAWA DAYS” exhibition. The exhibition, organized by creative brand AllRightsReserved (ARR) in collaboration with CHIIKAWA’s official licensor, Spiralcute International, aims to leverage the popularity of the CHIIKAWA intellectual property (IP) to boost tourism and attract more overnight visitors to the city.

The “CHIIKAWA DAYS” exhibition, which opened on August 1 in Tsim Sha Tsui, is a central feature of the summer campaign. The event is themed around “Clothing, Food, Shelter, and Action” and includes giant outdoor inflatable sculptures. For this event, CHIIKAWA illustrator Nagano created an exclusive “YUM CHA” art series, which depicts the characters as Chinese dim sum dishes like Chinese thousand layers cake, Chinese sausage rolls, and siu mai. This artwork is a new, special feature for Hong Kong.

In addition to the exhibition, the HKTB and ARR have launched an e-stamp rally called “CHIIKAWA DAYS: CHIIKAWA in Hong Kong Neighbourhoods,” which runs from July 28 to August 24. This rally features the exclusive “YUM CHA” artwork at four tourist locations across the city: Central Pier, Kai Tak Sports Park, Sai Kung Waterfront Promenade, and East Coast Boardwalk in North Point. Visitors can collect e-stamps at each location by scanning a QR code. Collecting all eight stamps allows participants to download a digital postcard and enter a lucky draw for a chance to win two tickets to the “CHIIKAWA DAYS” exhibition. Winners will be announced on ARR’s official Facebook page and the activity website on August 16, with tickets valid for a specific time slot on August 22.

Given the widespread popularity of CHIIKAWA in Japan and Southeast Asia, the HKTB is also targeting these markets with themed travel packages. The board is working with travel partners and ARR to create bundles that combine exhibition tickets with airfare and hotel stays for the Japanese market. In Southeast Asian markets, including Singapore, Thailand, and Malaysia, the HKTB is collaborating with an online travel agency to offer packages that include exhibition tickets and in-destination services like transportation. These initiatives are designed to encourage longer stays and attract international fans to Hong Kong for a CHIIKAWA-themed trip.