HK Phil Launches "We Pick You Up!" Education and Outreach Initiative
Expanding Students’ Access to Live Concerts

FOR IMMEDIATE RELEASE
Media Contact: 
Dennis Wu
Director of Marketing 
Tel: (852) 2721 9035
Email: dennis.wu@hkphil.org 

Emily Hui
Media Relations and Communications Manager
Tel: (852) 2721 1585
Email: emily.hui@hkphil.org

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[31 January 2026, Hong Kong] The Hong Kong Philharmonic Orchestra (HK Phil) is thrilled to announce the launch of the “We Pick You Up!”, a new education and outreach initiative which aims to enhance access to the joy of music for young audiences across the city.

The programme addresses primary barriers that hinder young students from attending concerts—cost, distance, and context—by providing dedicated transportation and free concert tickets to them. Through this initiative, students aged 6 to 12, along with their families, can travel to the Hong Kong Cultural Centre by specially wrapped “We Pick You Up!” buses to attend live performances by the HK Phil. The programme also offers an opportunity for students to step out of the classroom and explore Hong Kong’s vibrant cultural landscape.

The programme kicks off today (31 January), with over 450 students and family members from Tai Po Baptist Public School and Tsuen Wan Government Primary School embarking on the designated HK Phil buses to attend two “Cinematic Adventures: The Magic of Movie Music” concerts under the Swire Community Concert series at the Hong Kong Cultural Centre Concert Hall. The “We Pick You Up!” buses will continue their journey in April and May this year, bringing students and their families from their neighbourhoods to the Hong Kong Cultural Centre for HK Phil concerts and sending them home afterwards.

Mr Bernhard Fleischer, Chief Executive of the HK Phil, said, “The HK Phil believes in the transformative power of music. The ‘We Pick You Up!’ initiative opens the door to the concert hall for students who might not otherwise have the chance to experience a live orchestra. We hope to provide an unforgettable first concert experience that serves as the foundation for a lifelong relationship with music.”

Ms Wong Lai-may, Principal of Tsuen Wan Government Primary School, remarked, “The HK Phil’s considerate arrangements, including dedicated bus transportation, can expand students’ opportunities to attend live concerts. By encouraging parents and students to participate together, the programme creates a shared experience of enjoying music, and enhances students’ interest in classical music and live performances.”

Ms Carol Chan, Vice-Principal of Tai Po Baptist Public School, shared, “With the HK Phil new initiative, students have more opportunities to enjoy concerts. This is also a wonderful parent-child activity that allows students to connect with different communities.”

The HK Phil expresses its deepest gratitude to supporters including Mr Peter Brien, Mr Cusson Leung and Mrs Joyce Kwok Leung, Asia Insurance and the Lang Lang International Music Foundation USA, whose generous contributions have made this initiative possible. With additional sponsorship, the HK Phil looks forward to expanding its outreach to promote music education and make these enriching experiences accessible to the broader community.

The HK Phil places great importance on audience development and arts education, and runs various activities and programmes to engage with youth and the community at large. For details about HK Phil’s education and outreach programmes, please visit www.hkphil.org/explore