Sun Hung Kai Teams Up With Tourism Board for HK$8M Halloween Outdoor Festival
SingTao · 1 SOURCESabout 3 hours ago2 MIN
Summary
Sun Hung Kai Properties has joined forces with the Hong Kong Tourism Board to deliver a comprehensive Halloween celebration across the group's malls, hotels, and residential properties throughout October, with a total investment of HK$8 million. The flagship event, TST East Halloween Beats, is a Halloween Cosplay DJ party that will take place at Mody Road Garden in East Tsim Sha Tsui on three consecutive weekends—October 17, 24, and 31—featuring both local and international DJs. Beyond the main party, the group has coordinated with neighboring businesses to convert foot traffic into spending, with free drinks, discount coupons, and themed menus designed to activate the East Tsim Sha Tsui commercial district. Hotels under the group, including Hong Kong Gold Coast Hotel and Hong Kong Disney Lodge Resort, are also offering Halloween accommodation packages to encourage overnight stays.
Key Points
- The TST East Halloween Beats party will be held at Mody Road Garden in East Tsim Sha Tsui on October 17, 24, and 31, organized by Tsim Sha Tsui Centre and Empire Centre
- A total of HK$8 million in resources has been deployed across malls, hotels, and residential properties for October Halloween festivities
- The Hong Kong Tourism Board is providing full support for this flagship event, which aims to promote Hong Kong's Halloween celebrations beyond a single day
- Choi Pik-lam, Chief Commercial Officer of Sun Hung Kai Properties, noted that Hong Kong has over 20 years of Halloween promotion history and the festival's carnival atmosphere is renowned across Asia
- Cheers Fiesta in East Tsim Sha Tsui Food Lane will offer complimentary drinks, while merchants distribute discount coupons to direct crowds to seaside bars and restaurants
Why It Matters
The event leverages East Tsim Sha Tsui's unique urban landscape, incorporating traditional large neon signs as inspiration for photo-worthy installations, creating a distinctly local Halloween experience that differentiates Hong Kong from other regional destinations . By transforming Mody Road Garden into a high-capacity outdoor venue along Victoria Harbour, the initiative aims to maximize the economic impact of public gatherings and inject momentum into the retail, dining, and hotel sectors ahead of the year-end holiday season .
The event leverages East Tsim Sha Tsui's unique urban landscape, incorporating traditional large neon signs as inspiration for photo-worthy installations, creating a distinctly local Halloween experience that differentiates Hong Kong from other regional destinations . By transforming Mody Road Garden into a high-capacity outdoor venue along Victoria Harbour, the initiative aims to maximize the economic impact of public gatherings and inject momentum into the retail, dining, and hotel sectors ahead of the year-end holiday season .