Actress and singer Karena Lam has been named the ambassador for the 48th edition of Hong Kong International Film Festival (HKIFF48), set to take place from March 28 to April 8, 2024.

Lam, a recipient of multiple Hong Kong Film Awards and Golden Horse Awards, will succeed Aaron Kwok, who held the position of HKIFF ambassador for the past five years. Additionally, Lam will serve as one of the three jury members for the Firebird Awards’ Young Cinema Competition (Chinese Language) this year.

“Films have had a significant role in my life since childhood. When the Society approached me to become their ambassador, I was thrilled and honoured,” expressed Lam. “As the ambassador of the longest-running international film festival in Asia and one of Hong Kong’s most important cultural events, I am excited to join the audience in watching films from around the world and share my viewing experiences with them.”

The festival also unveiled the main visuals for HKIFF48 set to take place from March 11 to 13, 2024 during the Hong Kong FILMART.

The Hong Kong-based Trilingua Design conceived the two main visuals with the creative use of artificial intelligence. Both visuals complement each other thematically and stylistically.

The key visual for HKIFF48, entitled A Portal to Another World, presents a vibrant and visually captivating screen that dominates the bustling, neon-lit streets of a re-imagined Hong Kong. It invites viewers to embark on a cinematic journey through space and time. The iconic portal also features prominently in the HKIFF Industry Project Market visual, titled Behind-the-Screen, conceptualizing film professionals who develop and nurture ideas and thoughts.