The Growth Conversation: InvestHK’s Edith Wong
- Edith Wong’s journey as chief marketing officer at Invest Hong Kong (InvestHK) proves that effective marketing transcends simple promotion
As the chief marketing officer at Invest Hong Kong (InvestHK), Edith Wong's success is built on extensive experience in public organisations and a deep understanding of Hong Kong's ongoing, multifaceted evolution. “Hong Kong keeps evolving, and Hong Kong never stands still,” she says, emphasising the city’s adaptability and resilience.
Her journey began with roles in organisations such as the Hong Kong Productivity Council and the Airport Authority Hong Kong, eventually leading her to InvestHK, where she honed her expertise in a diverse range of areas. “I started in a business team, then moved to overseas promotion, events, advertising and communications,” Wong explains. “Working closely with our sector colleagues, mainland and overseas teams gave me the opportunity to learn about InvestHK’s operations inside out.”
InvestHK is the investment promotion agency of the Government of the Hong Kong Special Administrative Region with a mission to facilitate and promote economically and strategically important investment, both inward and outward, to support the economic development of Hong Kong.
Trusted Partnerships
Wong views partnerships as playing a crucial role in strengthening Hong Kong’s status as a leading international finance and business hub. In this year’s InvestHK’s 25th-anniversary campaign, she utilised internal stakeholders, media relationships and strategic partners, including the South China Morning Post, to create a cost-effective yet impactful initiative. “Focusing on earned and owned media gave us greater impact without having to invest large amounts of money.”
Trust and mutual value are the bedrock of these collaborations. “A great partner is someone you can always trust,” Wong says. “It’s about dedication, being responsive and consistently delivering great work.”
For InvestHK, collaboration broadens and enhances the effectiveness of marketing and communications. “We work with other government bureaus, departments and private sector organisations to amplify the Hong Kong story,” she says. By working with organisations such as the Hong Kong Exchanges and Clearing Limited, Hong Kong Trade Development Council, Hong Kong Science & Technology Parks Corporation, to name a few, she ensures the city’s story is told effectively on the global stage.
Technology has also played a transformative role in her strategy, with artificial intelligence (AI) enabling InvestHK to reach more people by translating content and making it accessible in multiple languages. “AI helps us scale our marketing efforts,” she explains. “But we always ensure local teams verify the content for accuracy.” InvestHK’s recent AI initiative won gold at this year’s Marketing Interactive DigiZ awards.
A global perspective
Understanding the nuanced global perceptions of Hong Kong is another critical component of her success. “Different markets have different levels of knowledge about Hong Kong,” she notes. “It’s important to go and see for yourself.”
Her team cultivates relationships through direct engagement, global events and localised messaging. The Hong Kong FinTech Week x StartmeupHK Festival, for example, have grown from a small gathering to a major international conference celebrating their 10th anniversary this year.
Looking ahead, she sees significant opportunities in emerging markets – such as Asean, Central Asia, Middle East and Eastern Europe – to amplify Hong Kong’s story and showcase its value. “Hong Kong offers a stable and predictable business environment, which is particularly valuable in today’s global world.”
Wong sees marketing as a force for public good: “We’re using marketing to drive economic growth, bring in new investments and create job opportunities.”
Her journey demonstrates that effective marketing transcends simple promotion. It is about storytelling, building relationships, and continuously finding innovative ways to adapt and showcase Hong Kong’s value propositions.
