The restructured Create Hong Kong was launched as the Cultural & Creative Industries Development Agency (CCIDA) of the Culture, Sports & Tourism Bureau at a ceremony today.

Addressing the ceremony, Secretary for Culture, Sports & Tourism Kevin Yeung said the CCIDA will foster a better environment in Hong Kong and adopt an industry-oriented approach to further promote the industrialisation of arts, cultural and creative sectors.

With a view to facilitating more collaboration between Hong Kong brands and Mainland cultural and creative brands, the CCIDA signed memoranda of understanding (MOUs) with three prominent Mainland cultural and creative brands.

Among them, an MOU on the collaboration of “Great Wall Cultural Creativity” with Changcheng Cultural & Creative (Beijing) Culture Co., was signed at the ceremony.

Another pact was signed earlier this month on the collaboration of the brand “the National Museum of China Innovative” with the National Museum of China (Beijing) Cultural Industry Development Co.

The remaining MOU secured collaboration on the brand “the Palace Museum Cultural & Creative Products Hong Kong Space” with the Guangzhou Tai Lai Digitals Cultural Tourism Co.

The MOUs aim to advance the partnership between the CCIDA and the relevant Mainland cultural and creative brands in areas of market development, promotion and exchanges, with a view to encouraging Hong Kong brands to create more cultural and creative products that feature the characteristics of the National Museum of China, the Palace Museum and Great Wall culture, as well as Hong Kong's unique charms.

In addition to the current support of various programmes, the CCIDA will set up a new dedicated team to actively assist the industry in expanding overseas markets and strengthening the promotion of intellectual property creation as well as production, thereby creating more business opportunities for the industry and enhancing Hong Kong's international standing.