香港影响力：名人、品牌联名与赞助影响

Influence inHong Kong:Celebrities, brand collaborations and sponsorship impact Powered by theYouGov panel The insights in this report are fuelled by YouGov’s consumerresearch panel, which has 30 million registered members from55+ markets. Every day, our members trust us with their data and opinions –enabling us to gain insights into behaviours and attitudes frompeople of all ages, backgrounds and beliefs. 55+markets Inclusion is essential for our members, our clients, and ourmission. We invest millions each year to ensure we can createtruly nationally representative online samples and accesshard-to-reach groups. The Pew Research Centre concluded that YouGov “consistentlyoutperformed" other online competitor samples for accuracy. Explore our solutions 3Methodology The insights in this report were sourced via YouGovSurveys: Serviced–providing rapid answers from theright audience. YouGov Surveys are part of an ever-growing source ofconstantly evolving, connected intelligence. Exploreand research with Omnibus surveys, then easilyconnect to YouGov's other solutions; plan your strategy,activate campaigns, track brand health and more. The survey was conducted from February 12, 2026–February 18,2025in Hong Kong, with 1,024respondents. Audiences in Hong Kong arerepresentative of the online population. All respondentsin Hong Kong are 18+ adults. Theinfluence ofcelebrities Hong Kongers' favorite celebrities over 40: The top 5 Louis Koo古天樂 Hong Kongers' favorite celebrities under 40: The top 5 Actions taken when they see their favoritecelebrities in a marketing campaign Celebrity influenceextends beyondvisibility intoconsumer action Millennials will be more likely tosearch for additionalinformation online (20%). Babyboomers are more likely to notpay attention to theadvertisement (33%). Get in touch Cross-collaborationbetweenbrands Cartoon & Mangapartnerships standout most Tempo x McDull achieved thehighest awareness followed byMTR xChiikawa Which cross collaboration brand statements doyou agree with? 26% agrees that crosscollaborationincreases awarenessfor both brands Eventsponsorship Entertainment and cultural events leadpaid event attendance in Hong Kong I have not attended any of the paidevents in the past12 months 46% purchased the eventtickets officially, and18% purchasedthrough creditcard/priority booking 3% of tickets were purchasedthrough unofficial channels. More than 8 in 10participants thatattended paidevents could notrecall who thetitle sponsor was I could not recall who theevent title sponsor was 18%Of the who were aware of theevent title sponsor,over 80% wouldengage or payattention to the brand 14%would not pay attentionto the brand in any way. Key findings Male celebrities dominate across both of the influential lists.Whilst established movie actors lead in the in the over 40group, sports personalities are more prominent with thosethat are under 40. Superficial features of a celebrity that provides entertainmentvalue are more influential than internal characters such astheir own values or emotional connections. Anime or cartoon characters generally provides moreconsumer engagement with cross brand collaboration. Brand engagement is strong for those that could recall theevent title sponsor, with music and cultural events betterattended. Real insightsinto what theworld thinks Gain access to real-world data and expertise inmarket research, powered by reality–from realpeople, in real time. Get unsurpassed data accuracy, without thedistortions and biases that often compromiseresearch data. We’re here to help you generateinsights that lead to better decisions and keepyou ahead of the competition. Thank you YouGov, 2026, all rights reserved. All materials contained herein are protected by copyright laws. Any storage, reproductionordistribution ofsuch materials, in whole or in part, in any form without the prior written permission of YouGov isprohibited.Thisinformation (including anyenclosures and attachments) is propriety and confidential and has been prepared for the exclusive use and benefit of the addressee(s) andsolely for the purpose for which it is provided. We make no representations, warranties or guarantees, whether express or implied, that theinformation is accurate, complete or