Influence in Hong Kong: Celebrities, brand collaborations and sponsorship impact

From celebrity endorsements to brand collaborations and event sponsorships, influence takes many forms. But which approaches actually capture attention and drive action among Hong Kong consumers?

In this report, YouGov explores how consumers in Hong Kong respond to some of the most common influence strategies used by brands today. We examine the celebrities Hong Kongers admire most, the collaborations that generate awareness, and whether sponsorships leave a lasting impression beyond the event itself.

The report explores:

• Hong Kong's most popular celebrities across different age groups
• How celebrity endorsements influence attention, engagement and purchase consideration
• The brand collaborations consumers are most aware of
• The role of cartoon and entertainment properties in driving collaboration success
• Attendance patterns across paid events and sponsorship opportunities
• How sponsorship awareness shapes brand engagement

Drawing on the views of real consumers, this report uncovers what makes influence effective in today's crowded media landscape and where brands can create stronger connections with audiences.