Celebrating the Lunar New Year with 'Endless Joy'

In a dazzling display of culture and creativity, the Hong Kong Tourism Board (HKTB) has partnered with Grey Hong Kong to unveil the stunning ‘Endless Joy’ float, perfectly set to captivate audiences during the upcoming Lunar New Year celebrations. This radiant float pays homage to Hong Kong’s rich blend of traditional and modern influences while ushering in the Year of the Snake.

Symbolism and Design

The ‘Endless Joy’ float embodies the festive spirit of the Lunar New Year, representing interconnected blessings and abundant prosperity for everyone. Its design prominently features Hong Kong’s iconic skyline, adorned with snake-shaped elements and rings inspired by the traditional Chinese Knot—an emblem of unity and unbounded joy.

Artistic Collaboration with Sija Hong

At the heart of this artistic extravaganza lies a magnificent LED lantern that showcases a unique video collaboration with the celebrated artist Sija Hong. Known for her ability to merge the old and new, Sija’s visual narrative includes traditional Chinese motifs while highlighting beloved Hong Kong scenes, such as historic temples, the excitement of horse racing, the vibrant wishing tree, and bustling flower markets.

A Fresh Perspective on Cultural Heritage

Sija's artistic flair shines through in the float's vibrant illustrations, which celebrate Hong Kong’s cultural heritage with a fresh perspective. Her use of modern colors and intricate craftsmanship reflects the city’s unique identity as a hub of both tradition and innovation.

Statements from Key Figures

Samantha Fan, general manager of marketing at HKTB, emphasized the significance of this creative venture, stating, “This collaboration embodies the essence of Hong Kong—where East meets West, and tradition harmonizes with modernity. Our aim is to highlight the city’s diverse culture while infusing the float with creativity and joy, creating an unforgettable Lunar New Year celebration for everyone involved.”

Desmond Li, executive director at Grey Hong Kong, echoed this sentiment, remarking, “The Year of the Snake presents an incredible opportunity to reinvent our Lunar New Year celebrations. By harmonizing traditional symbols with contemporary artistry, we’ve crafted a float that not only honors Hong Kong’s rich heritage but also evokes a sense of wonder and excitement among all attendees.”

A Highlight of the Festivities

The ‘Endless Joy’ float is poised to be a major highlight of the city’s Lunar New Year festivities, promising to spread festive cheer to both locals and tourists alike. With its intricate design and vibrant representation of Hong Kong’s unique traditions, this float is set to deliver a memorable experience that captures the spirit of this joyous occasion.

Don’t Miss the Grand Debut!

Discover the magic of the ‘Endless Joy’ float as it makes its grand debut—an event you won’t want to miss this Lunar New Year!