AIA Carnival: bigger and better after a four-year break
- For more than two months spanning Christmas, New Year, and Chinese New Year, the event enlivened Central Harbourfront, overflowing the city with joy and fun.
- Demonstrating Hong Kong’s resilience, the Carnival is on track to become the city’s signature outdoor entertainment platform, showcasing cultural diversity and advocating inclusivity.
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Since its spectacular launch in 2014, the AIA Carnival remained a winter highlight until 2019. As Hong Kong rebounded from various post-pandemic challenges, the city buzzed with excitement, eager to gauge its readiness for a long-term outdoor entertainment extravaganza and its knack for keeping the crowds coming.
After four years of planning and plenty of creative ideas, when the AIA Carnival threw open its doors on December 21, it was evident that the organiser, backed by insurance market leader AIA Hong Kong & Macau as the event’s title sponsor as well as various brand partners and organisations, had outshone itself yet again, creating an even more spectacular open-air winter wonderland for everyone to enjoy. Instagram and Facebook platforms have been buzzing for months with myriad #aiacarnival posts by users from around the world, a visual record of the welcomed return of the outdoor festival.
AIA Carnival Founder and Executive Chairman, Michael Denmark, describes what he enjoys most each year “The best part of the event is to be able to wander around and watch people experiencing the things that we've created, making their day a better day. We spend a large amount of time planning and coming up with fun and bizarre ideas, from talking trees, animatronic dragons to pink polar bears, it is an absolute joy seeing kids and adults alike rushing up to take that perfect picture.”
Mr. Alger Fung, Chief Executive Officer of AIA Hong Kong & Macau, said, “The AIA Carnival is an event that provides an opportunity for everyone to connect through play and fun, creating lasting memories. This is especially important in a time when technology and devices make genuine human connection more challenging. The happiness and sense of connection fostered by AIA Carnival align with our purpose of helping people live Healthier, Longer, Better Lives”.
Headlining the Carnival was the ‘UBS presents The World Circus’ in the Big Top, put on by the renowned Gandeys Circus, and featured an international cast of performers. Their sold-out shows quenched the public’s thirst for world-class acrobatics and stunts. This family entertainment’s triumphant return saw over 120,000 tickets fly off the shelves.
The organiser ensured a steady stream of attendees by strengthening strategic partnerships with overseas travel platforms like Trip.com, Ctrip, Klook, and KKday, and launching targeted campaigns. As a result, the Carnival welcomed more visitors from outside Hong Kong than ever, including Nanjing and Chengdu on the Mainland, Britain, Canada, Columbia, India, and other countries.
The Carnival received rave reviews from attendees, earning a 4.6 out of 5 rating on Trip.com. One visitor’s review perfectly captured the Carnival’s spirit: “The happiest and most enjoyable moments for families, kids, and couples.”
Contribution to community
This year, more focus and effort than ever were invested in the “Community Stage”, a hit central location that spotlights talents from all corners of Hong Kong and features many non-profits like ImpactHK, Inspiring HK, and Love 21 Foundation.
The Community Stage was part of the AIA Carnival’s expanded Community Programme. As a beacon of social inclusivity, it encompassed dance, art, music, sport, wellness and education. It’s a vibrant mix of performances and interactive activities, ensuring everyone from amateurs to the elderly, youngsters, and individuals with disabilities, would feel included and represented. The aim was to embody the Carnival’s ethos of ‘family fun for all’ and mirror the diverse tapestry of the Hong Kong community.
Denmark considers it a great privilege to host such a large-scale event on the Central Harbourfront. “There are very few backdrops like the Hong Kong skyline and to be able to bring this traditional type of event and put it where we do means we believe it should be shared with the community, especially those who wouldn’t usually have such an opportunity, including charities, schools, colleges, and dance schools,” he says. “It is both special and important and something we’re truly passionate about.”
The Carnival also represents a spirit of sharing. “The AIA Carnival is a fantastic way for us to give back and spread joy with the community,” says Mr. Alger Fung, CEO of AIA Hong Kong & Macau. “In the 2023/2024 event, we partnered with the organiser to give out over 30,000 tickets for charitable purposes, bringing smiles and creating wonderful moments for people from all walks of life.”
A dedicated team spent months coordinating over 170 local community groups, both pro and amateur, to put on free performances at the AIA Carnival. The eclectic line-up included everything from sports and wellness to dance genres like Bollywood and hip hop, singing, and other art performances. Visitors even got a taste of Taekwondo, rugby, and African drumming – a veritable cultural buffet that reflects Hong Kong’s diversity.
For some young participants from grassroots groups, the Community Stage was a rare opportunity for them to get out of their neighbourhoods. While performing live gave them a confidence boost and a sense of achievement, this exposure is significant for smaller or less-funded groups, because it has offered them a platform to be seen and heard that they may not have access to otherwise.
Unprecedented brand partnership
The AIA Carnival, a source of joy for all ages, has transformed into a mega platform uniting international brands like AIA, UBS, Cathay, and lankwaifong.com. Their mission was to spread cheer and celebrate life. The event was a brand bonanza, with Ocean Park mascots causing delight, LEGO installations becoming selfie hotspots, integration with The Sandbox metaverse, customers could even purchase popcorn onsite with cryptocurrency!
Commitment to Hong Kong
Mr. Alger Fung of AIA Hong Kong & Macau views the AIA Carnival as more than a sponsorship event. “The AIA Carnival has provided us with a platform to engage our customers and the wider community in a unique way. We are delighted to see that the AIA Carnival become a significant event for Hong Kong with growing popularity, not just among the local community but also visitors”.
Denmark believes this year's AIA Carnival has greatly contributed to Hong Kong community's cultural vibrancy. “We are immensely grateful to our partners, performers, and, most importantly, the attendees, for making this possible,” he says. “A heartfelt thank you to everyone involved for their unwavering support and for playing such a pivotal role in the success of this event. We have had the privilege of more corporate and community partners than ever, and they all want see Hong Kong smiling, they want to see Hong Kong thriving and we all want to contribute where we can every year. Looking ahead, we hope to delight the Hong Kong community and continue the legacy of joy and unity that defines our event for years to come.
Despite the challenges, the two-month spectacle that brought more than just fun to the city is a testament to Hong Kong’s resilience and shared determination to keep moving forward. The city is already buzzing with anticipation for next year’s carnival.
