Hong Kong Tourism Board (HKTB) has partnered with Asian Food Channel (AFC), in promotion of the ‘Hong Kong Food & Wine Year’. The partnership involves an online, on-the-ground, and on-screen campaign across Singapore, Philippines, and Malaysia, taking place August to October 2009. AFC and HKTB will be hosting a variety of Hong Kong celebrities and AFC faces, who will demonstrate the diversity of Hong Kong cuisine, reveal their favourite eating haunts, and explain more about the breadth of food and wine in the Asian capital. These exclusive events will be captured online and on-screen by AFC. Hong Kong has long been famous for its culinary strength and recently became the second Asian city to be awarded its very own Michelin Guide. Leveraging on the Hong Kong SAR Government’s exemption of wine duty, enabling visitors to enjoy a wide selection of wine at highly attractive prices, HKTB have launched a brand new marketing platform ‘Hong Kong Food and Wine Year’. David Leung, regional director, South & Southeast Asia, of HKTB commented: “We see our partnership with the Asian Food Channel as an excellent platform to present Hong Kong’s delectable gastronomic experience to everyone throughout the region and reinforce the City’s strength as a “Gourmet Paradise”, not just for quality food, but also excellent wines from different origins. We want to reveal the culinary delights and celebrate the love for Hong Kong food that is felt throughout the region.”