Agenda
24 June 2026
8:30 AM
REGISTRATION & REFRESHMENTS
9:00 AM
Welcome remarks
9:10 AM
[Opening Keynote]
Hong Kong as creative capital: Culture, memory and meaning in modern content
- The role of local culture, nostalgia and shared memory in shaping emotional connection.
- How Hong Kong’s identity influences tone, humour and storytelling across generations.
- Translating familiar cultural cues into content that feels current, relevant and scalable.
9:40 AM
[Case Study]
GEO in practice: Designing content for AI-generated discovery
- How Generative Engine Optimisation is reshaping visibility across search and social platforms.
- The role of owned content, earned credibility and structure in influencing AI-generated answers.
- Building content ecosystems that improve relevance, trust and long-term discoverability.
10:10 AM
[Lightning Talk]
Escaping the AI content blender: How Hong Kong brands can stay creatively unmistakable
- Break out of AI-generated sameness with distinctive brand codes rooted in Hong Kong culture.
- Build creative systems that keep speed high without flattening voice, nuance or originality.
- Turn Cantonese quirks, humour and micro-truths into unfair creative advantage.
10:25 AM
MORNING COFFEE & NETWORKING
10:45 AM
[Panel Discussion]
Resetting relevance: Revitalising established brands in a content -first era
- Reframing brand identity for platforms where attention is fragmented and fleeting.
- Evolving tone, storytelling and creative systems without erasing brand heritage.
- Aligning speed, consistency and relevance across always-on digital touchpoints
11:15 AM
[Case Study]
Micro drama, big impact: How short-form storytelling keeps audiences hooked
- Using episodic formats to create anticipation, familiarity and repeat engagement.
- Lessons from micro-drama, social series and narrative-led short video.
- Structuring stories that sustain interest without relying on shock or gimmicks.
11:45 AM
[Lightning Talk]
Creative judgement in an AI-first workflow
- Where human taste, context and instinct still shape strong creative outcomes.
- The risks of automation-led decision making in content strategy.
- Designing workflows that preserve originality while benefiting from AI efficiency.
12:00 PM
[Case Study]
Why messy works: The rise of raw, lo-fi, zero-polish storytelling in Hong Kong
- Understand why lo-fi Cantonese storytelling outperforms polished campaigns.
- Turn everyday chaos and real moments into trust-building content at speed.
- Build “micro-truth” content that stays relatable while still carrying the brand.
12:30 PM
NETWORKING LUNCH
1:30 PM
[Fireside Chat]
Sports, fandom and the new content tribes shaping culture in Hong Kong
- Explore how local sports moments spark fast-moving content waves across platforms.
- Blend athlete storytelling, fan rituals and creator collabs into high-energy campaigns.
- Build communities around passion, not products, and turn them into long-term brand assets.
2:00 PM
[Case Study]
Inside Hong Kong’s booming pet economy: What brands can learn from animal-first creativity
- Tap into the emotional power of pet-centric communities and their hyper-engaged behaviours.
- Create snackable, personality-driven narratives shaped by owners’ daily routines.
- Use playful formats and micro-interactions to turn pet culture into brand relevance
2:30 PM
[Fireside Chat]
The personalisation jump: Creating content that feels made for one person, not the whole city
- Shift from broad segments to behaviour-led micro-audiences shaped by local culture.
- Use adaptive content frameworks and “content twins” to test reactions before launch.
- Scale relevance across Hong Kong, mainland visitors and GBA without overwhelming teams.
3:00 PM
AFTERNOON BREAK & NETWORKING
3:20 PM
[Case Study]
Community-led brand IP: Partnerships, platforms and long-term audience value
- Build recognisable brand IP through recurring formats, signature voices and shared rituals.
- Extend reach and relevance through creator and brand partnerships without diluting identity.
- Use emerging platforms such as Threads to engage Gen Z in culturally native, low-friction ways.
3:50 PM
[Panel Discussion]
Building a loyal silver generation audience through content that speaks their language
- Create clarity-first, credibility-led content for Hong Kong’s fastest-growing demographic.
- Blend health, finance and lifestyle storytelling into a trust-building ecosystem.
- Design formats that simplify choices without feeling patronising or overly commercial.
4:20 PM
Closing remarks by MARKETING-INTERACTIVE
4:30 PM