Brand Hong Kong was launched at the Fortune Global Forum in May 2001 to promote Hong Kong as 'Asia's world city'. The stylised dragon has been given prominent placement on, for example, buses, trams, ferries, airliners, helicopters, government vehicles and banners and also in the Hong Kong and international print and broadcast media.

    The Brand Hong Kong programme arose as a strategic communications platform following a recommendation from the Commission on Strategic Development, a group of senior public and private sector representatives which advised the Chief Executive on Hong Kong's long-term development needs and goals.

    During 2003–04, efforts will continue to publicise developments in Hong Kong and promote Hong Kong as a world-class city in the 21st century. With the successful launch of the Brand, the emphasis during the year will be to promote the core values that underpin Hong Kong's positioning as 'Asia's world city': Progressive, Free, Stable, Opportunity and High Quality. This will be done through a series of activities and promotions both in Hong Kong and overseas.