Global Brands Invited to Shape Hong Kong's Next Iconic Destination for World-Class Events
HONG KONG, Sept. 18, 2026 /PRNewswire/ -- AsiaWorld-Expo (AWE) yesterday announced an invitation for global corporations and brands to submit Expression of Interest (EOIs) for the naming right and strategic brand partnerships for the flagship indoor multipurpose Super Arena at AWE Phase 2, marking another significant milestone in the development of AWE Phase 2. AWE welcomes forward-looking partners to join this landmark initiative and help create Hong Kong's next world-class destination for major events.
Chief Executive Officer of Airport Authority Hong Kong (AAHK) and Chairman of AsiaWorld-Expo (AWE), Mrs Vivian Cheung (centre), AWE Board Member Ms Cissy Chan (second left), together with AWE Chief Executive Officer Ms Irene Chan (second right), Chief Strategy Officer Ms Enid Low (far left) and Chief Operating Officer Ms Dorothy Tan (far right) invite interested parties to submit EOIs for strategic venue alliances.
During the initial research stage, AWE consulted industry stakeholders to gain an in-depth understanding of event requirements and market trends, ensuring that the plan responds to market needs and secures broad industry support.
The Super Arena will feature 30 VIP suites, and offering premium hospitality, dedicated catering services and priority access.
AWE Phase 2 upper Arena will accommodate more than 20,000 spectators.
Development of AWE Phase 2 is progressing at full pace, with construction targeted for completion by the end of 2028, and it will form an integral part of SKYTOPIA, the Airport City development of Hong Kong International Airport (HKIA). At its heart will be Hong Kong's largest indoor multipurpose arena, with a capacity of more than 20,000 spectators, purposefully planned to meet the professional requirements of international productions and major events.
The Super Arena will feature tiered seating arranged around the venue, delivering an immersive 360-degree audiovisual experience. Its highly flexible layout will support a range of configurations, including centre-stage and end-stage formats, making it ideal for international performances, major events and elite sporting competitions. The arena will also feature 30 VIP suites, offering premium hospitality, dedicated catering services and priority access. These exclusive facilities will enable spectators and corporate guests to enjoy exceptional events in comfort and privacy.
Seamlessly connected to Phase 1, AWE Phase 2 will further drive the transformation of the wider waterfront precinct. Upon completion, AWE's exhibition space will increase from approximately 70,000 sqm to 100,000 sqm. The masterplan will flexibly connect the venues and indoor and outdoor spaces across both phases. Organisers will be able to integrate exhibitions, conventions, sporting events, live entertainment and public experiences to meet diverse event requirements, moving beyond the conventional single-format event model. The extensive outdoor spaces linking the venues will become more than circulation routes, with the flexibility to transform into markets, performance and sporting spaces, food and lifestyle zones, and interactive brand activation areas.
Responding to the global trend towards festivalisation, immersive experiences and cross-sector integration, AWE Phase 2 will incorporate festival elements into its venue planning and event design, enabling content to flow seamlessly between indoor and outdoor spaces. An event may begin with a conference, exhibition or competition, extend into outdoor dining, leisure and community activities, and culminate in a concert or celebration inside the Super Arena. Across a diverse range of interconnected spaces, organisers will be able to create cohesive event journeys that unfold from day to night. By integrating content, experiences and spaces, this forward-looking approach will further strengthen Hong Kong's competitiveness as a premier destination for mega events while establishing a new landmark for the city's events and MICE sectors.
As an integral part of SKYTOPIA, AWE Phase 2 will generate even stronger synergies with the surrounding entertainment, arts, hospitality, retail, dining and tourism facilities. Together with the first phase of Airport Bay Marina, scheduled for completion in 2028, and the planned autonomous transportation systems linking SKYTOPIA with the Hong Kong Port of the Hong Kong-Zhuhai-Macao Bridge (HZMB) and Tung Chung, these developments will further strengthen the area's connectivity by sea, land and air. Collectively, they will help create a world-class integrated destination, offering visitors more convenient, diverse and enriching event experiences.
A Dual Gateway to Global Markets and the Greater Bay Area
Located next to Hong Kong International Airport, AWE benefits from direct access to a leading international aviation hub connecting more than 220 destinations worldwide and placing half of the world's population within a five-hour flight. The expanded Terminal 2 (T2) will further enhance passenger capacity and cross-boundary connectivity.
At the heart of the GBA, AWE connects businesses with a dynamic market of 87 million people through the Hong Kong–Zhuhai–Macao Bridge, Airport Express and extensive cross-boundary transport network. Its direct access from the airport makes AWE a key gateway for international visitors and a major events hub, offering brands a compelling platform to engage high-value audiences across the GBA and global markets.
A Premier Brand Platform Unlocking the Potential of the Mega-event Economy
Upon completion of AWE Phase 2, AWE will further leverage the ability of major events to attract audiences, stimulate visitor spending and command international attention. Partner brands will gain access to a broader range of innovative collaboration and exposure opportunities, enabling them to integrate meaningfully across diverse events and visitor experiences. Beyond venue naming rights, partners may enjoy premium hospitality offerings, including dedicated VIP entrances, priority access, bespoke catering, corporate entertainment and interactive brand experiences, creating distinctive and memorable event journeys for clients and business partners.
AWE hosts hundreds of major exhibitions and conferences, international concerts, sporting competitions and live entertainment experiences throughout the year, attracting business and leisure travellers from Hong Kong, the GBA and around the world. Brand exposure extends beyond the event itself and the physical venue, encompassing the entire visitor journey, from ticket purchase and travel planning to arrival, participation, post-event sharing and related spending.
The strategic venue alliance, including venue naming and branded content, may be integrated across a broad range of touchpoints, including ticketing platforms, event promotions, social media, on-site experiences and corporate hospitality. This integrated approach will translate the visitor traffic, spending power and attention generated by each major event into sustained brand value, deeper customer engagement and new commercial opportunities. Partner brands will benefit not only from the events themselves, but also from the wider spending and engagement opportunities created before and after each event, positioning them as an integral part of the world-class event experience.
Ms Irene Chan, Chief Executive Officer of AsiaWorld-Expo, said: "AWE Phase 2 represents far more than an expansion of the venue; it marks a new milestone for Hong Kong's events industry. Its flagship Super Arena will bring together world-class events, global audiences and leading brands, serving as a vital platform connecting Hong Kong, the GBA and international markets. We invite leading global brands to forge long-term strategic partnerships with us, seize the significant opportunities arising from Hong Kong's mega-event economy, and take off with us as we create a new landmark destination for world-class events."
AWE now invites corporations with international market influence and a long-term vision for brand development to submit EOIs for the naming rights and strategic venue alliances for the flagship indoor multipurpose Super Arena at AWE Phase 2. Interested parties are encouraged to propose innovative partnership concepts and collaborate with AWE to unlock greater brand and commercial value from major events, opening a new chapter for Hong Kong's events industry.
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