RTHK promotes youth wellbeing with Gen AI-inspired sports initiatives

Local broadcaster RTHK has teamed up with local digital content marketing agency CMRS Group to promote the wellbeing of the younger generation through Generative AI-inspired sports initiatives.  

Running from November 2024, the ongoing initiative not only aims to foster a healthier lifestyle and enhance community engagement but also to celebrate the achievements of student-athletes, motivating them to pursue their talents on international platforms. 

Also known as the “Inspire youth in sports”, the campaign creatively transforms local student-athletes into anime characters using Generative AI. This innovative approach resonates with the younger generation’s love for anime, glorifying their accomplishments and instilling a sense of pride within the community. 

The campaign will culminate in a comic series that highlights the unique journeys and achievements of these student-athletes. These comics will be shared on social media platforms to celebrate their victories and engage a wider audience.  

By creating relatable anime characters that embody the spirit of student-athletes, the campaign aims to generate excitement and build a devoted fan base. This initiative not only fosters emotional connections but also encourages fans to support the athletes’ development, promoting the importance of balancing academics with athletics and inspiring more young people to strive for excellence in both areas. 

The campaign will be amplified across multiple digital and social channels including RTHK’s Instagram page.  

Jasmine Tsang, COO of CMRS Group, said, "By harnessing the power of generative AI, we are not just transforming student-athletes into anime characters; we are creating relatable heroes for the next generation. This campaign bridges the gap between sports and culture, fostering a vibrant community that celebrates both athletic achievement and personal growth." 

Curtis Fan, director of CMRS Group, added, “Collaborating with AI tools alongside live-action footage was an enlightening experience. Rather than replacing creativity, AI amplifies it, allowing for a unique blend of technology and human insight.” 

Most recently, RTHK purchased the broadcast rights of the Harbin Asian Winter Games in Hong Kong to broadcast the opening and closing ceremonies of the 2025 Asian Winter Games. The games, which concluded on 9 February in Harbin, marked an historic achievement for the Hong Kong, China delegation, as they delivered their best-ever performance in the competition.

Hong Kong's chief executive John Lee said that the government will draw reference from the country's wide-ranging experience in successfully holding large-scale sports events and continue to spare no effort to promote the development of sports through a five-pronged approach: promoting sports in the community, supporting elite sports, promoting Hong Kong as a centre for major international sports events, enhancing professionalism, and developing sports as an industry.

It will also work closely with the Guangdong Provincial Government and the Macao Special Administrative Region Government to conduct the "simple, safe and wonderful" 15th National Games, Lee added.

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