Abstract
Tucked into one of signboards in MTR (underground trains) in Kong there is this slogan: Hong Kong, Asia's City. In a recent effort to boost its threatened international image as well as its tourist trade, Kong has highly publicized a newly designed city logo--the calligraphy of Kowloon in form of a flying dragon. The design cost Kong taxpayers 9.2 million. The semiotic inference from this logo is that the city, bearing intrinsically its Chineseness, is also vibrant as an international city, well exemplified in its Kong characteristics. The HKSAR Government's painstaking attempts to promote it as an internationalized city focus on advanced commercial and technological development, despite fact that Kong has not genuinely recovered from Asian economic crisis. With economy still struggling, high unemployment, and mounting competition from rapidly developing cities in China (such as Shanghai), Kong is striving to show the that it's still your favourite place for investment by boosting its cosmopolitan image. Hence rhetoric of World city in Asia. Apparently World-ness of Kong was deemed more commercially suggestive than more predicable description of city as international. In another of Asia's world cities, Tokyo, prominent news accounts
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