A European-based smoking cessation therapy network recently launched its first Asian operation in Hong Kong, the government of the Hong Kong Special Administrative Region (HKSAR) said in a press release Thursday.

"I Quit Smoking (IQS)" is the registered Hong Kong master franchise of a European-based company Quit Smoking International, an international franchise network offering therapy to help people quit smoking.

In view of the growing awareness on health among the community and the government's commitment to control smoking, the company sees tremendous business opportunities in the market for health-related therapies, said the statement.

Hong Kong has demonstrated increasing focus on community health and fitness. In particular, it is focusing on the risks of tobacco smoke and is introducing anti-smoking legislation in January 2007, Managing Director of IQS Gary Clark was quoted as saying.

"In this regard, Hong Kong is leading the way in Asia. And yet there seems to be very few services on offer to actually help smokers quit. This is a great opportunity for IQS Hong Kong to offer a valuable service to the local community," he said.

He pointed out that the launch in Hong Kong was an important first step for the company's Asia strategy. "Hong Kong is our springboard to expand in the Asia Pacific region. This is our first Asian operation and will become the reference center for the region."

Quit Smoking International, the parent company of IQS, was established six years ago with its patented therapy for smoking cessation. It has successfully launched over 300 centers throughout Europe, the Middle East and the U.S.

(Xinhua News Agency January 5, 2007)