Ma On Shan MOSTown Mall Taps Sports Economy with Nagoya Asian Games Broadcasts
SingTao · 1 SOURCESabout 3 hours ago2 MIN
Summary
Henderson Land Development's MOSTown New Town Centre in Ma On Shan is launching a major sports-themed campaign from September 8 to October 4, featuring live broadcasts of the 2026 Nagoya Asian Games on a 280-inch HD screen. The mall has partnered with the Hong Kong Esports Association and CGA to host an esports Hong Kong team launch ceremony and a League of Legends Hong Kong Open Tournament. General Manager Chan Tak-ming expects the events to drive double-digit growth in foot traffic and merchant revenue.
Key Points
- The campaign titled "Dynamic Festival: Power Up" runs from September 8 to October 4, with a 280-inch HD screen at the L2 Sky Pavilion Square for live sports broadcasts
- The 2026 Nagoya Asian Games will open on September 19 in Aichi Prefecture, Japan, with sports hosts and former Hong Kong athletes attending the opening day
- The mall has partnered with HOY Media Network for broadcasts, the Hong Kong Esports Association, and CGA esports entertainment company for the esports events
- An esports Hong Kong team launch ceremony will be held on September 8, followed by the League of Legends Hong Kong Open Tournament with online preliminaries on September 19 and offline finals on September 27
- Total prizes include 2.6 million COINS points and HK$60,000 worth of prizes, with daily rewards for the top 5 players in the challenge zone
Why It Matters
The campaign reflects the growing "Sportainment" trend of combining traditional sports with digital esports in retail spaces, targeting younger demographics and extending customer dwell time. With sports equipment, health products, telecom, and food and beverage merchants expected to benefit, the initiative could serve as a model for other Hong Kong malls seeking to capitalize on major sporting events.
The campaign reflects the growing "Sportainment" trend of combining traditional sports with digital esports in retail spaces, targeting younger demographics and extending customer dwell time. With sports equipment, health products, telecom, and food and beverage merchants expected to benefit, the initiative could serve as a model for other Hong Kong malls seeking to capitalize on major sporting events.