Hong Kong Tourism Board partners with Grey Hong Kong to Celebrate Lunar New Year with ‘Endless Joy’ Float and Artistic Collaboration

This Lunar New Year, the Hong Kong Tourism Board (HKTB) will present, in collaboration with Grey Hong Kong, the ‘Endless Joy’ float, a stunning celebration of the city’s unique blend of tradition and modernity. The float captures the festive spirit of the Year of the Snake, symbolizing interconnected blessings and prosperity for all.

The float design highlights Hong Kong’s iconic skyline, adorned with snake-shaped elements and rings inspired by the Chinese Knot, symbolizing unity and endless joy. At its centerpiece is a giant LED lantern featuring a video collaboration with internationally acclaimed artist Sija Hong. Her work merges traditional Chinese motifs with contemporary art, showcasing scenes familiar to Hong Kong, including temples, horse racing, the wishing tree, and flower markets.

“This collaboration reflects Hong Kong’s spirit—where East meets West, and tradition embraces modernity,” said Samantha Fan, General Manager, Marketing, HKTB. “We wanted to showcase the city’s cultural diversity while infusing the float with creativity and joy, inviting everyone to celebrate an unforgettable Lunar New Year with us.”

Desmond Li, Executive Director, Grey Hong Kong, added: “The Year of the Snake offers an incredible opportunity to reimagine how we celebrate the Lunar New Year. By combining traditional symbols with modern artistry, we’ve created a float that not only honours Hong Kong’s heritage but also sparks a sense of wonder and excitement for all audiences.”

Sija Hong, known for her vibrant illustrations and global acclaim, brings her rich cultural perspective to the float’s design. Her art’s modern color schemes and detailed craftsmanship perfectly echo the essence of Hong Kong’s Lunar New Year, where heritage and innovation come together.

The ‘Endless Joy’ float will feature in the city’s grand Lunar New Year celebrations, bringing blessings and festive cheer to locals and visitors alike. Its intricate design and artistic flair highlight Hong Kong’s unique traditions and creative energy, promising a memorable experience for all.

For more details on the float and other Lunar New Year festivities, visit discoverhongkong.com

Credits
Agency: Grey Hong Kong
Managing Director: Duffy Lau
Executive Creative Director: Rick Kwan
Executive Director: Desmond Li
Creative Partner: Joe Yue
Group Account Director: Ted Tam
Account Director: Hayden Wong
Associate Creative Director: Kawa Wong
Associate Strategic Director: Yolanda Luo
Senior Art Director: Destiny Chan
Senior English Copywriter: Oliver Samuelsen
Copywriter: Xenia Yip
Account Executive: Coco So
Production Manager: Ken Yau