Johannes Hack, the chairman of the European Chamber of Commerce in Hong Kong (EuroCham), has initiated the organization’s first “door-knock” mission to Brussels. The primary objective of this trip is to “reset” the international image of Hong Kong, which has faced scrutiny regarding its business environment and political autonomy in recent years.

During the mission, Hack intends to emphasize that Hong Kong maintains a distinct identity from mainland China, arguing that the city’s unique regulatory and financial systems remain intact. The timing of this diplomatic effort is significant, as it aligns with the Hong Kong government’s scheduled release of its first five-year plan on September 16. Hack noted to the South China Morning Post that the city has previously lacked a clear, long-term strategic narrative, which he hopes the new plan will help rectify.

The mission serves as a bridge between European business interests and the Hong Kong administration. By engaging directly with officials in Brussels, EuroCham aims to clarify the current state of the city’s market to European investors who may be uncertain about the impact of recent legislative and political shifts. While the mission focuses on economic stability, it also highlights the ongoing challenge of distinguishing Hong Kong’s operational environment from that of the mainland in the eyes of global stakeholders.