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GDCD and the URA are taking the opportunity of co-organising the “Flower Market Mini Olympic Games” to jointly launch the “Flower Market x Mong Kok Stadium Ticket Stub Promotion”, with the support of the Football Association of Hong Kong, China (HKFA) and Flower Market merchants. This cross-sector collaboration connects Mong Kok Stadium with the neighbouring Flower Market for the first time, joining forces to revitalise the local economy.
The Hon Vincent Cheng, Chairman of the Executive Committee of GDCD and Legislative Council member, notes that while Mong Kok Stadium is located adjacent to the Flower Market, collaboration between sports events and the neighbourhood has historically been limited. He hopes this “Flower Market Mini Olympic Games” will pilot the ticket stub scheme to bridge this gap and direct stadium foot traffic into Flower Market.
Mr Charles Cheung, General Secretary of HKFA, highlights that the campaign enhances the appeal of local football fixtures. By integrating the local culture of the Flower Market, the initiative aims to provide a more heartwarming and family-friendly matchday experience to boost stadium attendance.
Mr Tsui Ka-ho from Le Rêveur Café & Bistro—one of the participating Flower Market merchants—shares his excitement and expectation that the ticket stub promotion will create new business opportunities for local operators.
Mr Lin Hung-min, representative of participating Flower Market merchants, expresses that the diverse community activities launched recently by the URA in collaboration with various sectors have been beneficial in stimulating the Flower Market’s economy.
Mr Yip Ka-chun CMP, representative of Graceful Shine Chinese Medicine Clinic—a participating Flower Market merchant—expresses confidence that the campaign will successfully drive footfall to the Flower Market.
From next Monday (19 October 2026) through the end of the year (31 December 2026), members of the public who present physical or electronic ticket stubs from five designated HKPL matches held at Mong Kok Stadium can enjoy retail, medical, and dining incentives with discounts of up to 25% at over 30 participating Flower Market merchants.
13 Oct 2026

Mong Kok Stadium x Flower Market Cross-sector Collaboration: HK’s First Ticket Stub Promotion Pilot for Local Football Matches, URA and GDCD Mobilise Over 30 Flower Market Merchants to Offer Dining and Shopping Discounts of up to 25%

Ticket stub promotions have become a new model for driving the mega-event economy. To promote the wider adoption of ticket stub promotions at the community level, the GDCD Association (GDCD) and the Urban Renewal Authority (URA) are taking the opportunity of co-organising the “Flower Market Mini Olympic Games" to jointly launch the “Flower Market x Mong Kok Stadium Ticket Stub Promotion”, with the support of the Football Association of Hong Kong, China (HKFA) and Flower Market merchants.  This cross-sector collaboration connects Mong Kok Stadium with the neighbouring Flower Market for the first time, joining forces to revitalise the local economy.

Following the success of the “Flower Market Festival: Coffee Blossoms” held earlier this year, GDCD and the URA once again collaborate to enhance the vibrancy and sense of community of the Flower Market district.  The Flower Market Mini Olympic Games integrates local character, sports promotion, charitable outreach, and social inclusion.  A key highlight of the campaign is the establishment of the first pilot scheme to apply ticket stub promotions to local football matches held at Mong Kok Stadium.

From next Monday (19 October 2026) through year end (31 December 2026), members of the public who present ticket stubs from five designated Hong Kong Premier League (HKPL) matches held at Mong Kok Stadium can access exclusive retail and dining incentives—with discounts of up to 25%—at more than 30 participating Flower Market merchants.

Additionally, an online promotional campaign featuring quiz games will be launched, offering a total of 100 HKPL match tickets and 100 promotional prizes.  These include HK$1 dining offers, HK$1 coffee, and HK$1 seasonal flowers.  (For participation details, please refer to the appendix or the official social media platforms of GDCD on Facebook and Instagram).

Strategic Integration of Mong Kok Stadium and the Flower Market Community

The Hon Vincent Cheng, Chairman of the Executive Committee of GDCD and Legislative Council member, stated that the Government outlined its commitment in the recent Policy Address to promote ticket stub incentive schemes as a mechanism to build a consumption chain radiating from event venues into surrounding communities.   As key advocates for the sports industry, GDCD fully aligns with this strategic direction and is actively supporting its implementation.  Despite the geographical proximity of Mong Kok Stadium to the Flower Market, collaboration between sports events and the local neighborhood has historically been limited.  Through the “Flower Market Mini Olympic Games”, it is aimed to pilot this ticket stub scheme to bridge this gap, directing stadium foot traffic into the commercial district, while leveraging the unique appeal of the Flower Market to encourage match attendance for creating synergy.

Ar Donald Choi, Managing Director of the URA, highlighted the operational pressures faced by local Flower Market merchants—many of whom are small, independent operators—amid shifting retail landscapes, including cross-border consumption and e-commerce. He emphasised that the URA remains committed to a “people-first” approach in its Sai Yee Street / Flower Market Road Development Scheme, utilising diverse, proactive initiatives to help operators build long-term business resilience.

“By mobilising over 30 local merchants to participate in this joint promotion, we aim to channel the commercial energy of sporting events into tangible business opportunities for local retailers.  Many Flower Market operators are actively seeking business transformation, and this collaborative, innovative business model has received strong support.  The campaign will run through the end of the year, and we will evaluate the outcomes to refine and expand similar collaborative models for the long-term benefit of the wider district.”

Mr Charles Cheung, General Secretary of the Football Association of Hong Kong, China (HKFA), noted that the campaign enhances the overall appeal of local football fixtures.  By integrating the local culture of the Flower Market, the initiative aims to provide a more engaging and family-friendly matchday experience, thereby boosting stadium attendance.  He added that the promotion enables spectators to seamlessly combine their sporting interests with family activities—such as purchasing floral arrangements or dining locally after a match—transforming football match attendance into a shared family experience.

Developing a Sustainable Collaboration Model through Ticket Stub Discounts

Through this new ticket stub initiative, the URA and GDCD hope to turn the excitement of sports events into momentum for the local economy, driving footfall and business in and around the Flower Market. The initiative will also lay an important foundation for expanding the Flower Market after the completion of the URA’s Sai Yee Street / Flower Market Road Development Scheme, and encourage merchants to try out more new business ideas, so that together they can build a more prosperous Flower Market.

Mini Olympic Games to Promote Sports for All

To create a festive atmosphere, GDCD and the URA will hold the “Flower Market Mini Olympic Games” outside Mong Kok Stadium on the first match day of the ticket stub promotion (19 October), before the HKPL match between Lee Man and Kitchee. The event will not only enhance the unique cultural character and lively atmosphere of the Flower Market, but also promote fun and inclusive sports for all, encouraging people of all ages and backgrounds to take part.

Another highlight is the “Floral Run for Charity”, a non-competitive charity run to be held in the community in phases. Dressed in floral-themed outfits, participants will each receive a bouquet of fresh flowers or a potted plant and a greeting card on the event day. They will then run in teams to deliver the flowers to elderly centres, residential care homes for the elderly and Community Living Rooms in Mong Kok, Tai Kok Tsui and Yau Ma Tei.  In doing so, they will spread the fragrance of flowers and warmth to every corner of the neighbourhood, blending running culture with the Flower Market’s warm community character.

(ENDS)

 

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