Hong Kong's flying dragon logo, seen on posters, brochures and Cathay Pacific flights, has been successful since it was unveiled seven years ago as part of a city image promotion program, a senior official said Friday.

The image incorporating the letters HK and the Chinese characters for Hong Kong, often together with the phrase "Asia's world city," has been a successful example of branding, said John Tsang, financial secretary of the Hong Kong Special Administrative Region (HKSAR) government, comparing it with Canada's trademark maple leave.

"The Hong Kong Brand has become known overseas since it (the logo) was launched some seven years ago. Hong Kong is regarded as a vibrant, multi-cultural city with plenty of opportunities for those who dare to take the plunge," Tsang told a forum Friday.

The strategic objective of the Brand Hong Kong initiative, launched by the HKSAR government in 2001 and run by the Information Services Department, was to communicate the city's competitive positioning, values and culture, the HKSAR government said.

The HKSAR government has carried out massive promotion under the program. The visual identity can now be seen across Hong Kong, from the skyline to the airport.

It even had an official website of its own. The phrase "Asia's world city' has become part of the regional lexicon and many organizations and individuals were applying for authorization to use the Brand Hong Kong logo, the website said.

The ideas, hard work and passion of Hong Kong residents formed the foundation for Brand Hong Kong's success both at home and overseas, Frederick Ma, secretary for commerce and economic development, said at a workshop earlier.

The HKSAR government is in the middle of public consultation, begun with Wednesday's workshop to review the Brand Hong Kong program.

Tsang called for updated public services, among others, as he asked people to consider whether Hong Kong's competitive positioning was still relevant today.

"Given the many changes around us, since its issuance some seven years ago, we are now in the process of reviewing its relevance and applicability through an extensive public engagement exercise, " he said, urging for revitalization of Brand Hong Kong.

(Xinhua News Agency March 30, 2008)