HKTB Taps Hong Kong Sevens’ 50th Anniversary to Promote Hong Kong as the 'Events Capital of Asia'

The Cathay/HSBC Hong Kong Sevens 50th Anniversary has been transformed into a showcase of Hong Kong’s identity as the “Events Capital of Asia” under HKTB’s new promotional platform Hong Kong Mega 8.

Robotics Meets Rugby:
HKTB introduced China‑made robots from Unitree Robotics, previously featured in CCTV’s Spring Festival Gala, to perform alongside cheerleaders at the opening ceremony. This blend of sports, technology, and culture offered audiences a fresh experience.

Spectacular Performances:
- Traditional dragon dance followed by robot‑cheerleader choreography.
- Laser displays across the stadium pitch highlighting participating nations and legendary Sevens players.
- Closing ceremony to feature a pyrotechnic show from the stadium roof.

Global Promotion:
HKTB filmed promotional footage with the robots at iconic Hong Kong landmarks like the Avenue of Stars and East Coast Boardwalk.

International Outreach:
Key opinion leaders (including Netflix Korea’s Physical: 100 athletes and actors) were invited to experience the Sevens and Hong Kong’s cultural offerings, amplifying global exposure.

Tourism Partnerships:
HKTB engaged local travel trade, MICE, cruise partners, and overseas agencies to witness the Sevens and promote Hong Kong’s event ecosystem.

Strategic Significance
By bundling the Sevens into Hong Kong Mega 8, HKTB is positioning the city as a hub where sports, innovation, and culture converge, strengthening its appeal to international visitors and reinforcing its brand as Asia’s premier events destination.

This is a clever move — Hong Kong is not just celebrating rugby, but using the milestone to reframe its tourism narrative.