Singapore, August 2009 – Hong Kong Tourism Board (HKTB) partners with Asian Food Channel (AFC), the region’s only 24-hour food channel, to serve up a variety of tastes and flavours from Hong Kong, in promotion of the ‘Hong Kong Food & Wine Year’.

The partnership involves an online, on-the-ground, and on screen campaign across Singapore, Philippines, and Malaysia, taking place between August to October 2009. AFC and HKTB will be hosting a variety of Hong Kong celebrities and AFC faces, who will demonstrate the diversity of Hong Kong cuisine, reveal their favourite eating haunts, and explain more about the breadth of food and wine in the Asian capital. For instance Singapore will host, well-known travel and food columnist Walter Kei.

These exclusive events will be captured online and on screen by AFC, ensuring that the Channel’s position as an authority on food and their broad base of followers is maximised.

Hong Kong has long been famous for its culinary strength and recently became the second Asian city to be awarded its very own Michelin Guide. Leveraging on the Hong Kong SAR Government’s exemption of wine duty, enabling visitors to enjoy a wide selection of wine at highly attractive prices, HKTB have launched a brand new marketing platform ‘Hong Kong Food and Wine Year’ to show the world the diverse culinary experience available in Hong Kong and reinforcing the City’s image as one of the world’s culinary capitals.

AFC has grown into a powerful brand, one that fully understands and nurtures food talent and one that is seen by many blue chip companies as a valued partnership opportunity. The Channel has built a strong platform that is now represented in seven markets throughout Asia. As well as showcasing a variety of programmes from top celebrity chefs such as Jamie Oliver, Nigella Lawson, Marco Pierre White, Martin Yan, Daniel Boulud and more, the Channel have recently launched their original production documentaries.

“We are delighted to be collaborating with Hong Kong Tourism Board for this fantastic project. It is a great opportunity for them to leverage on the extensive reach the Asian Food Channel has established – currently 20 million viewers throughout Asia – to raise the profile and spread the word about Hong Kong Food & Wine Year,” commented Maria Brown, Co-Founder and Managing Director of AFC.

Ms. Brown continued: “With the ever popular Dim Sum restaurants in Singapore, we’re pleased to be able to share more information about the gastronomic delicacies from around the region bringing our viewers closer to the international culinary talent and helping to further inspire, educate and delight everyone passionate about food.”

Mr. David Leung, Regional Director, South & Southeast Asia, of HKTB commented: “We see our partnership with the Asian Food Channel as an excellent platform to present Hong Kong’s delectable gastronomic experience to everyone throughout the region and reinforce the City’s strength as a “Gourmet Paradise”, not just for quality food, but also excellent wines from different origins. We want to reveal the culinary delights and celebrate the love for Hong Kong food that is felt throughout the region.”

Mr. Law Kin Wai, Acting Director of Hong Kong Economic and Trade Office in Singapore added, “Hong Kong is well known for our culinary creations and fine dining. We are also the first free wine port among major economies with unparalleled connectivity in Asia. The year 2009 is the Hong Kong Food and Wine Year. I hope that tourists will come to Hong Kong to enjoy our exquisite gastronomic delights and fine wine, and to experience the atmosphere themselves."

To take the excitement of ‘Hong Kong Food and Wine Year’ to new heights, HKTB will be hosting, from 30 October to 8 November 2009, ‘Hong Kong Food and Wine Year Spotlight Events’. The events comprise four key elements: the first-ever large-scale outdoor wine and dine event in Hong Kong, street carnivals organized by major food districts, a sparkling array of activities put together by the catering and tourism sectors, and a series of dining and drinking offers.

One noteworthy event will be ‘Hong Kong Wine and Dine Festival’, taking place from 30 October to 1 November 2009 at the West Kowloon Waterfront Promenade. Visitors will be able to learn about the perfect pairing of wine and food, attend wine appreciation classes conducted by professional sommeliers, sample many of the local food delicacies, as well as enjoy the enchanting music, all set against the beautiful backdrop of Victoria Harbour.

To celebrate this Festival and actively engage viewers, HKTB and AFC will be offering two lucky viewers the chance to win an exclusive trip to Hong Kong to experience the festival first hand.

About Asian Food Channel

The Asian Food Channel (AFC) is the region’s only 24-hour food channel dedicated to airing the best food and lifestyle programming from around the region and around the world. Based in Singapore, AFC’s wide Asian distribution footprint covers seven territories and 20 million viewers, on basic tiers of all the major pay TV platforms across Southeast Asia.

The channel leads the ratings in its territories, regularly achieving the #1 lifestyle channel in terms of popularity and loyalty. It has achieved a broad following from young teenage food lovers and empty nesters to trendy urban females and aspiring male chefs. Its online presence supports the channel with program information, recipes, content and an e-commerce store. As such AFC regularly executes 360 degree advertising and marketing campaigns and solutions for leading FMCG, Financial and Travel brands.

AFC broadcasts on:

• StarHub Channel 69 (Singapore)
• Astro Channel 703 (Malaysia)
• First Media Digital 1 Channel 76 (Indonesia)
• Prime Indovision Channel 22 (Indonesia)
• now TV Channel 527 (Hong Kong)
• Skycable Channel 58 (Philippines)

Please visit www.asianfoodchannel.com for more information.

About Hong Kong Food & Wine Year

The Hong Kong Food and Wine Year is one of many events organised to toast Hong Kong's rich gastronomic heritage and her wonderful achievement of becoming the second Asian city to be awarded its very own Michelin guide. The Hong Kong Food and Wine Year event is a marvellous opportunity for both locals and visitors alike to indulge in magical culinary experiences and to enjoy the City's favourite pastime - truly great food in great surroundings with a wonderful atmosphere.

About Hong Kong Tourism Board

The Hong Kong Tourism Board (HKTB), a Government-subvented body, was founded in 2001. It has 15 branch offices and five representative offices around the world, and its primary mission is to maximise the social and economic contribution that tourism makes to the community of Hong Kong, and consolidate the City's position as a unique, world-class and most desired destination in fulfilling this. The HKTB works closely with the Government, travel industry and other partners to market and promote Hong Kong worldwide, improve the range and quality of visitor facilities and tourism service standards, and enhance the experiences of visitors once they have arrived.

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