From heritage and art to local flavours and exclusive cocktails, explore the neighbourhood from day to night along the iconic Central-Mid-Levels Escalator.

HONG KONG, Aug. 11, 2026 (GLOBE NEWSWIRE) -- Beyond Hong Kong’s mega events and world-famous attractions, the Hong Kong Tourism Board (HKTB) invites visitors to discover the city like a local through its diverse neighbourhoods. Old Town Central, one of HKTB’s signature neighbourhood experiences, brings Hong Kong’s identity to life through an eclectic mix of East and West, past and present, where historic temples and traditional local businesses sit alongside vibrant street art, contemporary cultural landmarks and award-winning restaurants and bars.

Anchored by the world’s longest outdoor covered escalator, the Central-Mid-Levels Escalator, Old Town Central invites visitors to experience the vibrant area from day to night. Four newly curated thematic experiences reveal its culture, heritage, art and food, while an interactive AR guide and authentic local voices offer deeper insight into the people and stories behind the neighbourhood. Limited-time keepsakes and themed cocktails add even more ways to experience — and remember — Central like a local.

Uncovering Central’s Heartbeat: Themed Experiences and Authentic Local Voices Along the Central-Mid-Levels Escalator

More than a way to move through Central, the iconic Central-Mid-Levels Escalator becomes the backbone for exploring the neighbourhood’s rich culture, history and community. Designed to bridge the distance between travellers and local residents, the experience encourages visitors to venture beyond the main thoroughfares and immerse themselves in the neighbourhood through four themed experiences highlighting handpicked community gems:

• Old Town Signatures encompasses some of the quintessential experiences that make Central unmistakably Hong Kong. Visitors can explore traditional wet markets and historic temples, stop by one of the city’s last artisanal soy sauce makers at Kowloon Soy Co. Ltd, experience the bustle of an authentic dai pai dong, or browse the open-air stalls of Upper Lascar Row. Together, these local institutions offer a snapshot of the traditions, flavours and everyday experiences that have shaped the neighbourhood.
• Old Town Legacy brings Central’s layered history to life, making it an ideal introduction for families and first-time visitors. From the distinctive granite steps of Pottinger Street and the revitalised former police station and prison complex at Tai Kwun, to the historic Dr Sun Yat-sen Museum and traditional tong lau architecture, this experience traces the people, places and East-meets-West influences that have shaped the district over generations.
• Neighbourhood Taste explores Central through one of the best ways to understand Hong Kong: its food. From breakfast through to nightcap, the experience brings Michelin-starred restaurants, acclaimed bars and beloved local institutions together side by side. Visitors can begin with traditional tea and dim sum, discover neighbourhood bakeries and herbal tea shops, and explore Central’s internationally celebrated restaurants and cocktail bars after dark.
• Art & Soul reveals the creative side of Central, where contemporary art and design exist alongside traditional craftsmanship and historic streetscapes. Visitors can discover world-class galleries and colourful murals around Hollywood Road, browse antiques along Upper Lascar Row, explore cutting-edge creativity and design at PMQ, and wander through character-filled streets including Wing Lee Street and Tai Ping Shan Street.

Visitors can open the AR web app through DiscoverHongKong.com and activate it as they explore Central to unlock immersive digital content.

To bring visitors even closer to the heartbeat of the community, a new interactive AR web app (accessed via DiscoverHongKong.com) triggers dynamic, motion-activated content at key locations along each themed experience. The local connection is further deepened through immersive audio experiences, where local business owners or staff at local institutions share personal stories about Central’s evolving character. Featured local voices include:

• Bonny Yuen (Founder of Yuen’s Tailor): a family-run tailoring shop boasting over 55 years of history and craftsmanship.
• Gavin Yeung (Co-founder of Kinsman): a Central cocktail bar known for its innovative drinks inspired by Cantonese and Chinese spirits.
• Ben Tsui (Fourth-generation owner of Kung Lee Herbal Tea Shop): a time-honoured herbal tea shop famous for its fresh sugar cane juice and traditional herbal jelly.
• Cecilia Chan (Co-founder of Glocal Mahjong): one of the few places in Hong Kong where visitors can pick up a unique mahjong-themed souvenir.

Take Central Memories Home with Limited-Time Keepsakes and Cocktails

To mark the launch of the campaign, Old Town Central is introducing a series of exclusive collaborations and special experiences available for a limited time, giving visitors even more reasons to explore the neighbourhood.

Visitors can collect a complimentary Old Town Map to guide their journey through the neighbourhood’s hidden gems, while tourists who spend HKD200 or more in a single same-day transaction at participating merchants can redeem one of five limited-edition Street Sign Pins at Central Market, Tai Kwun, PMQ or other participating merchants.

For a limited period, 14 celebrated neighbourhood bars — including 50 Best-listed bars COA, Montana, The Opposites, The Savory Project and Tell Camellia — will serve Old Town Exclusive Cocktails inspired by the Central’s character. From Canton Bazaar at 001, inspired by Hong Kong’s layered cultural background, to Taro Irish Coffee at The Opposites, featuring the flavours of Taro Sago Soup, a classic Cantonese dessert, each serve offers a unique taste of the neighbourhood.

Five versions of the printed Old Town Map are available to help visitors navigate the neighbourhood’s hidden gems. Old Town Exclusive Cocktails will be also served at selected bars for a limited time.

The new Old Town Central experience is part of HKTB’s broader effort to encourage visitors to explore Hong Kong’s diverse neighbourhoods and connect more deeply with the communities that define the city. By combining heritage, creativity, gastronomy and innovation, Old Town Central invites travellers to venture beyond the city’s more familiar landmarks and discover the authentic stories waiting around every corner.

To start planning your Old Town Central journey, please visit https://www.discoverhongkong.com/eng/neighbourhoods/old-town-central.html.

Notes to editors:
Cocktail availability, serving periods and redemption offers vary by participating venue and are subject to change.

Media can download photos at the following link:
https://assetlibrary.hktb.com/assetbank-hktb/action/browseItems?categoryId=2554&categoryTypeId=2&cachedCriteria=1

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Sa Sa International Holdings Ltd. is ramping up store openings and restoring a full dividend payout after a sharp rebound in profit, underscoring management’s confidence in the recovery of Hong Kong and Macau’s beauty retail market. The cosmetics chain’s full-year sales rose 14.2% to HK$4.383 billion, while profit increased 1.6 times from a year earlier, allowing the group to boost its final dividend and return its payout ratio to 100%. Chairman and chief executive Simon Kwok said the stronger distribution reflects a “very strong” outlook, pointing to broad-based improvement in store traffic and spending.

Kwok said all key operating indicators in Hong Kong and Macau — including revenue, same-store sales, transaction volume, average ticket size and units per transaction — recorded year-on-year gains in the last financial year. Momentum has continued into the new year: in the first quarter of the current financial year, total revenue grew 24%, with offline sales up 30.9%. Hong Kong and Macau led with a 32.5% jump in offline sales, while Southeast Asia rose 17%. Online revenue slipped 3.2% overall, weighed by an 18.1% decline in mainland China, even as Hong Kong, Macau and Southeast Asia posted online growth.

On the back of the recovery, Sa Sa is reviving its brick‑and‑mortar expansion, particularly in tourist districts that were heavily rationalised during the downturn. The company plans to open 10 new stores in the current financial year; it has already added outlets in Mong Kok and Tsim Sha Tsui, including a large upstairs shop of about 6,000 to 7,000 square feet at the Mong Kok Man Wah Centre, on top of an existing ground‑floor unit. A store at the Airside mall in Kai Tak is slated to open in August, and another at Lok Ma Chau is planned to capture cross‑border traffic. Kwok said tourist‑area stores are now about half the number they once were, leaving “substantial room” to rebuild the network, though he stressed the group will not neglect local customers.

Store format will be a key part of the strategy. Kwok said he and his wife favour large outlets and that she has advocated opening flagship stores to serve both mainland and local shoppers in a more spacious, comfortable environment. Still, decisions between large and small formats will depend on rents and operating costs; smaller shops require less staff and investment. He said that while the opening of new outlets may “slightly” dilute same‑store sales metrics, the impact should be limited as long as locations and rental terms are carefully chosen. Footfall remains the main focus: “Only when there are people will there be revenue,” he said, adding that broader product assortment and competitive pricing should help underpin demand even as more drugstore and beauty chains enter the market.

Sa Sa also aims to stabilise and eventually grow its Southeast Asian operations, where the group ended the last financial year with 75 stores — 70 in Malaysia and five in Singapore. The region’s near‑term target is to achieve break‑even. Three of the five Singapore stores are already profitable, and Kwok said the company would consider opening more outlets there if suitable opportunities arise, noting that Singaporean sales growth was particularly strong in the second half of the year. The Malaysian business is described as stable, with management planning tighter cost control. Kwok played down concerns about competition from other travel destinations and cross‑border consumption trends, saying that Hong Kong remains convenient for many mainland visitors, some of whom come once or twice a month, and that the company’s breadth of products and pricing remain competitive.