HK launches world-first IP water parade featuring global icons

Hongkongers have flocked to the Victoria Harbour to visit the four giant floating sculptures Doraemon, KAWS & Sesame Street (Elmo), Grimace, and LABUBU, done in partnership with creative brand AllRightsReserved (ARR). 

Floating off Tamar Park in Admiralty, the majestic “Harbour Fleet” unfurled against Hong Kong’s iconic skyline, marking the grand opening of this unprecedented celebration of creativity and culture. 

The four giant floating inflatable sculptures aligned across the harbour, symbolising unity through creativity and joy. They will remain on public display until 1 November, when they will unite to form a dream fleet for the highly anticipated “Water parade day”, cruising across Victoria Harbour. 

Starting at 2pm on 1 Novmeber, the four giant sculptures will set sail one after another at intervals of at least 20 minutes from the waters off Tamar Park in Admiralty. The fleet will head east toward Fortress Hill, cross the harbour toward Tsim Sha Tsui, and then return to Admiralty, repeating the same route for two full circuits before concluding around 6pm, when the four sculptures will bid farewell to the harbour.

To celebrate the special occasion, the adjacent Central & Western District Promenade also officially opened today for an eight-day “Water parade market”, running until 1 November.

The market welcomes even more global IPs, including Netflix’s “KPop Demon Hunters,” “Stranger Things,” and “Squid Game”, along with Snoopy and the Peanut characters, and TOLO’s Founding Duck. The market will feature a wide range of attractions, including IP-themed pop-up shops, food and beverages, skill games, exclusive photo spots and a capsule toy zone popular with young audiences, creating a festive space that blends art, entertainment, and culture for the public to enjoy.

SK Lam, founder of ARR, said, “With the Water parade, we hope to bring a truly Hong Kong creative event—something that allows everyone to see Victoria Harbour in a new light. The possibilities of an ‘IP’ are incredibly broad—it’s not just about giant inflatables on the sea, but can also extend to merchandise, food and beverages, and even various kinds of experiences."

"Through this project, we want to show that IPs can take many forms—not limited to animation characters. Beyond our own collaborations, we also witnessed new interactions emerging between our partners, adding more layers to the event. I’d like to express my sincere gratitude to all our partners and government departments for their tremendous support in making these cross-sector collaborations possible, bringing to life this unprecedented celebration at Victoria Harbour. We look forward to exploring new possibilities for the Water Parade to continue right here in Hong Kong," Lam added.

The secretary for culture, sports and tourism, Rosanna Law, said, “the ‘water parade' at Victoria Harbour’ is the world’s first-ever mega event that brings together globally-renowned intellectual properties (IPs) from various places and the world-famous scenery of Victoria Harbour. Through the adorable elements of popular culture, the event highlights Hong Kong’s vibrant diversity, creative vigor and charm as the city of international events."

"I look forward to welcoming friends from all over the world coming to Hong Kong to check it out and experience the city’s unique and diverse appeal in person. We will continue to collaborate with different organisers to stage more attractive tourism events of varied nature so as to provide visitors and local citizens with novel and unforgettable experiences," she added.

To reach a wider audience, Doraemon will make special MTR station announcements at Admiralty, Tin Hau, and Tsim Sha Tsui stations on the day of the parade, guiding passengers to the suggested vantage points to enjoy the spectacle.

From 20 October, McDonald’s Admiralty outlet has transformed into a Grimace-themed restaurant, with digital menu boards showcasing the "Water parade" key visual, bringing the festive spirit of the parade into everyday dining.

Furthermore, the event organiser has joined hands with the Hong Kong Wine & Dine Festival, organised by the Hong Kong Tourism Board (HKTB), to present the “Water Parade × Wine & Dine Victoria Harbour Playful Delights”. This event combined popular IPs with gourmet food, integrating characters such as Doraemon into specialty desserts.

Supported by Manulife, a water parade-themed bus stop has been set up, featuring the event’s visuals to let commuters experience its fun and creativity during daily journeys, while MTR Corporation has decorated multiple stations with water parade-themed visuals. Other partners include Ngong Ping 360 and Octopus Cards.

Jeny Yeung, managing director - Hong Kong Transport Services of MTR Corporation said, “MTR is pleased to once again collaborate with the organiser and participate in the ‘Water Parade’ event, bringing various popular characters to the MTR network to delight our customers along their journey to Admiralty. We hope all fans enjoy convenient access to the water parade and the market through our railway services, and have a truly wonderful time there."

MARKETING-INTERACTIVE has reached out to ARR for more information.

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