Asia’s world city: the old Hong Kong brand is no more. Perhaps we should try Asia’s Greater Bay Area city?
- The national security law, which the government used to raid a media outlet and arrest its owner, has left the Hong Kong brand in tatters
- The now-dead extradition bill was a precursor to events that changed how the world sees the city
Rebranding is a tricky business. It involves changing public perception so that something that was good, then turned bad, is seen as good again. The Western perception of Hong Kong has turned so negative that no amount of rebranding can change that, at least in the foreseeable future.
The Hong Kong the world knew is gone. It was a brand built over many decades: Asia’s top financial centre with a thriving semi-democracy, a freewheeling media, fearless free speech and unhampered anti-government protests.
04:40
Hong Kong police disperse crowds at shopping mall as protesters mark Yuen Long attack anniversary
Faced with ageing society and brain drain, how can Hong Kong retain talent?
Outsiders see a Hong Kong with eroding freedoms. Rebranding won’t change that, which is why Hong Kong needs to find a new identity. Some in and outside government believe its future lies more with China than the world.
The city needs to forget former chief executive Tung Chee-hwa’s boast that Hong Kong is Asia’s world city. That boast was based partly on the assumption that the city would maintain freedom of expression. The US and others in the West no longer believe Hong Kong has that.
It was a stupid boast anyway, made more stupid now that the US has sanctioned Lam. Hong Kong didn’t gain global traction to play in the same league as New York or London, which was Tung’s aim.
Hong Kong will remain an important financial centre. Its unique, though eroding, status still makes it the gateway to China. But its global image is tarnished. It needs to rebrand itself, not as Asia’s world city but Asia’s Greater Bay Area city. That may gain traction.
Michael Chugani is a Hong Kong journalist and TV show host