Journeys Within Travel Blog

While New York prepares for its annual holiday balloon spectacle, Hong Kong is gearing up for its own vibrant centerpiece: the return of the Standard Chartered Arts in the Park Night Parade. Scheduled for the evening of November 29, this highly anticipated event transforms Causeway Bay into a mesmerizing stage of illuminated art, rhythm, and large-scale puppetry, promising an unforgettable start to the festive season.

Causeway Bay Hosts Spectacular Illuminated Procession

The 2024 Night Parade is conceptualized as a dazzling display of color and light, brought to life by a collaboration of talented local artists. Drawing inspiration from the classic tale, The Adventures of Pinocchio, the procession is set to showcase the immense creativity within Hong Kong’s arts community.

On Friday, November 29, between 8:30 PM and 10:00 PM, nearly 100 performers will converge in the heart of Causeway Bay. The artistic journey will commence at Lee Garden One, weaving through Yun Ping Road, Pak Sha Road, Lee Garden Road, and Kai Chiu Road before concluding its loop near Hysan Place.

The highlight of the event will undoubtedly be the larger-than-life puppets, featuring the beloved wooden protagonist Pinocchio and the dedicated craftsman Geppetto, alongside other fantastical characters. These five massive puppets will be accompanied by eight highly inventive carnival costumes and four dynamic dance groups, ensuring a continually engaging watch for spectators.

Before and During the Parade: Interactive Family Fun

The festivities extend beyond the main procession, offering families interactive ways to engage with the Pinocchio theme. Lee Gardens is providing several preparatory workshops and on-site activities to enhance the parade experience.

Leading up to the event, two specific workshops cater to young families:

• Pinocchio Storytelling and Jumping Puppet Workshops: Held at Playdot (Lee Garden Two) on November 22 and 23, these sessions combine a 20-minute immersive storytelling experience with a 30-minute hands-on puppet-making activity.
• Illuminated Headdress Workshop: For those looking to craft their own glowing accessories, a one-hour wearable art workshop is scheduled for December 6.

Participation in these pre-parade workshops requires registration through the Lee Gardens app.

On the night of November 29, attendees can get into character before the parade steps off. Complimentary Pinocchio hats will be distributed, and visitors can participate in face-painting sessions hosted at Lee Garden One and Lee Garden Two, ensuring everyone looks the part for this flamboyant night out.

The Standard Chartered Arts in the Park Night Parade serves as a crucial reminder that while Hong Kong lacks the colossal helium floats of international counterparts, its own cultural celebrations are rich with local artistry, narrative depth, and captivating community involvement. This annual display offers residents and tourists alike a uniquely Hong Kong way to usher in the holiday season through creativity, rhythm, and light.

American fast-food institution Dairy Queen is set to significantly increase its footprint in East Asia, announcing a major expansion across Hong Kong and Macau. The restaurant chain, celebrated for its frozen treats and growing hot food menu, plans to open an ambitious total of 72 new locations across the two Special Administrative Regions over the next eight years, underscoring a strategic push for global market growth.

The expansion deal is substantial, promising 60 new restaurants in Hong Kong alone and an additional 12 units in Macau. This aggressive entry strategy moves beyond small-scale testing and positions the brand to become a prominent feature in both high-density urban markets.

The Evolution of an American Icon

With a history spanning 85 years, Dairy Queen originated in Illinois in 1940, initially specializing in soft-serve dairy desserts. While the concept of malts, shakes, and the popular Dilly Bar defined its early decades, the brand achieved global recognition largely through the introduction of the Blizzard Treat in 1985. This thickened, mix-in confection became Dairy Queen’s signature product, famously served upside-down to demonstrate its consistency.

Though its legacy is rooted in frozen delights, the menu has evolved to encompass a wider hot food selection, moving beyond specialty items like onion rings and cheese curds. Modern locations now feature options such as Stackburgers, hot dogs, and chicken baskets, appealing to a broader customer base seeking full meals.

Dairy Queen, headquartered in Minnesota, maintains its largest presence in North America—the United States and Canada—but operates an extensive international network of over 7,700 locations worldwide, spanning Latin America, the Middle East, Africa, and parts of Asia.

Strategic Regional Growth

Mainland China already represents a considerable segment of Dairy Queen’s international portfolio. Consequently, many residents of Hong Kong and Macau who travel frequently across the border are likely familiar with the brand’s offerings, which may streamline market acceptance.

The newly announced locations will adhere to a two-tiered development strategy:

• Treats Locations (48): These units will focus primarily on Dairy Queen’s iconic selection of frozen desserts, including Blizzards and soft-serve items.
• Hot Foods and Treats Locations (24): These larger format restaurants will offer the complete menu, integrating the full range of hot food items alongside the standard dessert inventory.

This mixed approach allows the company flexibility in location sizing and placement, targeting both quick-service dessert stops and full dining experiences throughout the regions.

The significant investment in Hong Kong and Macau signals the company’s confidence in Asia’s resilient consumer market and its demand for internationally recognized fast-casual dining. The development is anticipated to roll out steadily through the next decade, transforming the dining landscape and creating numerous new employment opportunities in both cities.

As the operational details are finalized, residents can expect announcements regarding specific locations soon, bringing the taste of the iconic American chain closer to home.

American ice cream and fast-food giant Dairy Queen is significantly ramping up its global footprint, targeting aggressive expansion across vibrant East Asian markets. The brand, recognized globally for its soft serve and signature Blizzard treats, has announced a major strategic initiative to launch a substantial number of new restaurants in both Hong Kong and Macau over the next eight years, promising a substantial presence in one of the world’s most competitive dining landscapes.

A Significant Commitment to Greater China

The expansion plan details the opening of an ambitious 60 locations within Hong Kong and an additional 12 restaurants in the neighboring territory of Macau, totaling 72 new outlets by the end of the decade. This aggressive push signifies more than a routine market entry; it establishes Dairy Queen as a major quick-service restaurant player in Greater China, supplementing the company’s existing extensive network in mainland China.

Dairy Queen, which began its journey 85 years ago in Illinois, United States, has evolved significantly since its founding in 1940. While the brand initially specialized in frozen dairy desserts like malts and shakes, its menu diversification now includes a robust selection of hot food items. This comprehensive offering allows the company to cater to varied consumer preferences across its vast global network, which currently exceeds 7,700 locations spanning the Americas, the Middle East, Africa, and Asia.

The Evolution of a Global Fast-Food Icon

The brand’s modern identity is inextricably linked to the globally recognized Blizzard, a thick, mix-in soft-serve treat famously served upside down to demonstrate its consistency. Although Dairy Queen has deep historical roots, the Blizzard was only introduced in 1985, instantly becoming a flagship product. Today’s menu further features popular items such as the Stackburger line, chicken baskets, hot dogs, and regional specialties like cheese curds and onion rings, alongside traditional sweet treats like Dilly Bars and banana splits.

The strategic design of the new Hong Kong and Macau locations reflects Dairy Queen’s integrated menu approach. Of the 72 planned outlets, 48 are designated as ‘treats-only’ locations, focusing primarily on frozen desserts and beverages. The remaining 24 will operate as full-service ‘hot foods and treats’ restaurants, offering the complete range of burgers, savory sides, and ice cream products.

Why the Regional Focus Matters

Dairy Queen already possesses a strong foothold in the international market, notably maintaining a considerable presence in mainland China. This familiarity provides a potential advantage as the brand expands into Hong Kong and Macau, where residents and frequent cross-border travelers may already be acquainted with the brand’s offerings and quality standards.

This substantial investment in high-density, dynamic markets like Hong Kong and Macau reflects a broader trend of aggressive growth among legacy American fast-food chains seeking to capitalize on Asia’s rising consumer spending power. The successful execution of this regional rollout will not only bolster Dairy Queen’s global revenue streams but also intensify competition within the local casual dining and dessert sectors. Consumers across both territories can soon anticipate seeing the brand’s distinctive logo as Dairy Queen begins to execute one of its most comprehensive international expansion drives to date.