Purpose This study aims to offer authors’ humble yet unique experiences about developing an undergraduate sociology programme in an increasingly divided city. Design/methodology/approach In this study, the authors reflect upon the development of a new sociology programme in Hong Kong in which a wide spectrum of expectations from different stakeholders, together with their own sense of mission towards sociology education, have set a very challenging stage. Findings Developing an undergraduate sociology programme has never been easy, and there is no self-complacence as far as developing a programme that is of both academic and social values. Originality/value This paper offers a first-hand account of how sociology educators have developed a new sociology programme in a unique social context.