HK's Security Bureau unveils Douyin account to reach wider audience

The Security Bureau of Hong Kong has launched an official Douyin account to reach a wider audience, alongside its existing social platforms such as Instagram and Facebook. 

In a conversation with MARKETING-INTERACTIVE, a spokesperson from the Security Bureau said the launch of its Douyin account aims to reach a wider audience through various channels and promote the Security Bureau's information and policies on platforms widely used by the public. 

"This includes sharing anti-fraud information, promoting Sha Tau Kok opening up Scheme, and providing outbound travel alerts information, all with the purpose of telling the good stories of Hong Kong. The relevant post images and videos are produced in-house by the production team of the communication unit at the bureau and do not incur any additional expenses," the spokesperson added.

Ahead of the official debut of its Douyin account, the Security Bureau released a movie-themed teaser poster on its Facebook page on 23 June. Titled "抖戰", the poster features security secretary Chris Tang (pictured centred), under-secretary for security Michael Cheuk (pictured left), and permanent secretary for security Patrick Li (pictured right).

The teaser poster also came along with a one-minute inaugural video on Douyin. In the video, Tang, Cheuk, and Li are shown with serious expressions. Tang states, "Desperate times call for desperate measures (非常時期用非常方法).” Cheuk then says, "But to get this done properly, we'll need at least four helpers  (但要做好呢件事，至少要有四個幫手).”

While the video is also available on its Facebook page, the identity of the fourth person is not revealed. It encouraged the audience to find the answer by watching the full version of the video on Douyin, which reveals that Tang has enlisted the Bureau's bear mascot to serve as the chief commander.



A check by MARKETING-INTERACTIVE saw on Douyin that the Security Bureau's Douyin account has received over 132k followers and 281k likes since its launch.

Douyin is the Security Bureau’s eighth social media account, according to multiple media reports such as HK01 and The Standard. Tang said across various popular social media platforms is part of the Bureau's broader strategy to disseminate official information as quickly and effectively as possible.

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