MeGoOut Rural Food Carnival promotes sustainable rural tourism
13 May 2026
More than 1,000 visitors flocked to Kat O on 9 May as CUHK’s School of Hotel and Tourism Management (SHTM) staged the “MeGoOut Rural Food Carnival and Kat O Tin Hau Festival Celebration”. The “Village Taste”-themed event combined traditional festivities with culinary experiences, offering the public an immersive glimpse into rural life while highlighting Kat O’s distinctive appeal as a nationally recognised “Outstanding Example of Beautiful Bays.”
The name “MeGoOut” puns on the names of the three villages, Mui Tsz Lam (Me), Kuk Po (Go) and Kat O (Out), reflecting the philosophy of stepping out of the city, journeying between the mountains and the sea, and discovering the many pleasures of Hong Kong’s countryside. Funded by the Countryside Conservation Funding Scheme of the Countryside Conservation Office, the carnival aims to showcase the unique natural and cultural heritage of three ancient villages. The project strives to build a premier brand for in-depth eco-tourism in rural Hong Kong. By organising immersive village tours and events, it encourages public participation in natural and cultural conservation, promoting sustainable development, with long-lasting positive impacts on rural communities.
Professor Anthony Chan, CUHK Pro-Vice-Chancellor (Alumni, Community Relations and Institutional Advancement), delivered welcome remarks, saying: “The MeGoOut project demonstrates CUHK’s commitment to social responsibility by using academic strengths to connect with the community and drive sustainable rural development through cultural revitalisation. The initiative supports the government’s Northern Metropolis development strategy, which emphasises parallel development and conservation alongside urban-rural integration. Located off the coast of Sha Tau Kok, Kat O boasts precious ecology, profound Hakka culture and a century-old Tin Hau Festival tradition.” Through this carnival, CUHK aims to leverage academic insights and practical experience to explore sustainable rural tourism models and provide evidence-based recommendations for eco-tourism in the Sha Tau Kok area, facilitating the long-term, balanced development of the Northern Metropolis.
Professor Stephen Tang, Head of the CCO, said: “Cultural revival is a key driver of rural revitalisation. The carnival successfully connected urban residents into the village through traditional food, handicraft markets, exhibitions and cooking competitions, offering them first-hand experience of local hospitality and culture. This is the perfect embodiment of urban-rural integration. We hope that similar events will help us explore rural tourism models that strike a balance between ecological conservation, community well-being and visitor experience, accumulating valuable insights for Hong Kong’s future rural conservation directions.”
Mr Ma Sang-ho, Village Head of Kat O, added: “The event coincided with the actual day of the Tin Hau Festival. Kat O villagers followed century-old customs by hosting a Tin Hau parade and snatching Fa Pao. This is not just a religious belief but also the cultural roots of the Hakka and boat-dwelling people, passed down through generations. We hope this event serves as a bridge that unites rural and urban areas, allowing Kat O’s culture to be preserved while helping sustainable rural tourism in Hong Kong take a valuable step forward.”
Professor Lisa Wan Chun-ying, Project Lead and Associate Professor at CUHK SHTM, noted: “What the MeGoOut project hopes to do is not just to bring people ‘for a visit’, but to let them truly ‘step into’ the village. Through in-depth experiences and public participation, we aim to build an emotional connection between people and villages, ensuring these communities are seen, cherished and preserved. This event combines traditional festive celebrations, village delicacies, creative markets and a culinary competition, we linked the city and the countryside, letting everyone feel the vibrant life of a Hakka fishing village.”
The carnival featured a rich line-up of programmes, including a Hakka unicorn dance, a Tin Hau parade, a Fa Pao (firecrackers) snatching contest, local and creative markets, and a “Flavours of Hakka” culinary competition. Live music performances and thematic cultural exhibitions were also held, fully showcasing Kat O’s historical depth and community vitality. The event fulfilled the project’s mission of “advancing sustainable rural development through cultural revitalisation”. By harmonising ecological conservation with community well-being and visitor engagement, it provides academic and practical insights for the ongoing discourse on opening the Sha Tau Kok Closed Area and injects fresh momentum into the living transmission of Kat O’s intangible cultural heritage.
