A major new global brand programme to focus international attention on Hong Kong's drive to be Asia's world city was unveiled today (May 10) by Hong Kong's Chief Executive, Mr. Tung Chee Hwa.

The programme was launched today at the Fortune Global Forum in front of an audience of more than 500 of the world's most influential business leaders and former US President Bill Clinton.

The prestigious Forum event was chosen because a major aspect of the new programme is to enhance international understanding of Hong Kong's strong position as a gateway to the Mainland of China as well as a hub for business throughout the Asia-Pacific region.

Mr. Tung said the new Brand Hong Kong programme was part and parcel of a new global strategy to promote Hong Kong. "The new visual identity represents Hong Kong's dynamism and creativity," he said.

A key component of the brand programme is a new Hong Kong visual identity - a stylised dragon - that will be used to promote Hong Kong extensively in the international arena.

The dragon incorporates the Chinese characters for Hong Kong as well as the letters 'HK', to signify a blend of East and West.

The visual identity is complemented by the brandline, 'Asia's world city'.

"This programme, and our new visual identity, will serve to assure the world that the spirit of dynamism and openness that has made Hong Kong so successful remains a key asset of our community," said Mr Donald Tsang, Chief Secretary for Administration, who is chief spokesperson for Brand Hong Kong.

"It will yield tangible benefits to the people of Hong Kong as we bring our message of competitiveness to audiences around the world," he said.

Meanwhile, Director of the Hong Kong Economic and Trade Office, Mrs. Rosanna Ure, supplemented that Hong Kong has the following distinct advantage as Asia's world city:

• Its role as a manger and co-ordinator of global economic activity;
• A core of world-class service providers and a highly productive workforce;
• Modern hard and soft infrastructure;
• Educational and other institutions focused on knowledge-creation and enhancing the quality of life;
• Commitment to maintaining the rule of law, freedom of expression and association, the free flow of information, openness and diversity; and
• Strong links with its hinterland, the Pearl River Delta, one of the most rapidly growing regions in the world.