The mega In Style – Hong Kong campaign has kicked off in Jakarta, Indonesia’s capital city.
A citywide promotion of Hong Kong as a source of goods and a retail and travel destination was launched at the Grand Indonesia Shopping Town mall, which is showcasing a range of Hong Kong fashion, food and lifestyle attractions until September 20.
Organised by the Hong Kong Trade Development Council (HKTDC), In Style – Hong Kong also includes a Hong Kong branded product expo (September 17-19) for trade buyers and a services symposium (September 17) featuring business insights, networking, business matching and consultation services. An invitation-only gala dinner will be held on September 17 for 500 members of the local business community.
The multilayered promotion aims to enhance the already strong trade links between Hong Kong and Indonesia. Hong Kong is consistently rated as the world’s freest economy by the US-based Heritage Foundation while Indonesia is the world’s fourth-most populous nation. In 2014, bilateral trade between Hong Kong and Indonesia reached US$5.16 billion.
Citywide promotion – connecting with Indonesian consumers
The centerpiece of the citywide promotion is a Hong Kong galleria at the Skybridge in Grand Indonesia Shopping Town (September 14-20), spotlighting Hong Kong fashion, food and lifestyle products. Some of these offerings were showcased at two product parades during today’s on-site press conference.
The citywide promotion also includes retail and gourmet specials at venues across Jakarta. A ‘Hong Kong Gourmet’ campaign, with a webpage featuring more than 10 Hong Kong-style restaurants in Jakarta, has been launched on OpenRice Indonesia’s portal.
Indonesian-operated bistro chain Hong Kong Cafe is offering a three-course gourmet menu created by Hong Kong celebrity chef Walter Kei for In Style – Hong Kong. Dim sum specialist Tim Ho Wan is offering complimentary desserts while traditional Hong Kong-style milk tea is also available at the Chatime Indonesia takeaway beverage chain. The tea is brewed using blended tea leaves from Hong Kong beverage company Kampery.
Meanwhile, a ‘Hong Kong Lifestyle Products’ promotion is underway in Jakarta, with Hong Kong fashion brands such as G2000, Giordano and Staccato offering discounts and other consumer incentives.
A unique combination of Indonesian batik and Hong Kong design will also be on display at the Skybridge from September 18-20. Under the title of ‘Batik Crossover’, and sponsored by leading Indonesian textile and garment company Sritex, this innovative programme features six batik fashion collections by renowned Hong Kong designers; Lulu Cheung, Walter Kong and Jessica Lau, Walter Ma, Aries Sin, Harrison Wong and Cecilia Yau.
Main events to open September 17
Hong Kong Special Administrative Region (HKSAR) CEO C Y Leung and VP of the Republic of Indonesia H M Jusuf Kalla are expected to be guests of honour at the Opening Ceremony of the “In Style – Hong Kong” expo and symposium on September 17.
The expo is expected to attract about 10,000 trade buyers, importers, distributors, retailers, brand agents, franchisees, department stores and specialist vendors. It will be held at the Jakarta Convention Center from September 17-19, presenting myriad opportunities for buyers to source the hottest styles and trends from Hong Kong.
More than 190 participating companies will feature Hong Kong lifestyle products in four major themed zones as well as a display of award-winning pieces. The four themed zones are; fashion and fashion accessories (including Bossini, Cocomojo and Mastermind), jewellery and watches (including Chow Tai Fook, TSL Jewellery, Memorigin, Cosi Moda, Saga, Edwin and Charles Hubert), gifts and houseware (including Lexington, PO: Selected, Biba Toys, Kid Galaxy and Kinox), and consumer electronics (including Goodway, Gold Peak and SAS Lighting). Meanwhile, the Hong Kong Design Award Display Zone, titled ‘Fame – In Style’ will showcase a range of award-winning products to highlight Hong Kong’s creative and design capabilities, while buyers can place low-volume orders of five to 1000 pieces at the hktdc.com Small Orders display.
Symposium provides global business insights
The day-long symposium will be held at the Jakarta Convention Center for an expected 1000 participants, mainly Indonesian businesspeople. It will feature a main symposium and five thematic sessions highlighting ways Hong Kong services, including financial services, legal and arbitration, design and branding services, digital marketing and ICT services, can help Indonesian companies expand their business in Asia, and especially the Chinese mainland.
The symposium will also feature a mini-exhibition where 18 Hong Kong services providers and trade organisations will provide on-site business consultations. The CreateSmart Initiative, administered by Create Hong Kong of the HKSAR Government, sponsors the participation of some of these exhibitors from various creative sectors in the symposium and their market visit in Jakarta on September 18.