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. Copyright © 2023 Emerald Publishing Limited.