Purpose: Vocational education in Hong Kong suffers from an image problem. Stakeholders often perceive it as a second-best option for those who fail to advance in academic education. In 2016, to promote vocational education, the Hong Kong government launched a publicity campaign and rebranded vocational education and training (VET) as vocational and professional education and training (VPET). This study critically analyzes the new discourse crafted by this campaign and assesses its potential to change VPET's status.Design/methodology/approach: This study applies critical discourse analysis to the set of television public service advertisements produced as part of the government publicity campaign.Findings: The messaging of the publicity campaign consists of two major discursive strategies. One stresses the ability to find self-fulfillment through VPET. The other stresses the academic ability and middle-class status of VPET students as well as the non-manual and high-end career opportunities for graduates. While the first strategy offers a new basis on which to value VPET, the second recreates assumptions about the value of academic achievement and what constitutes respectable employment, even as it attempts to challenge stereotypes. It reinforces that the ultimate goal of education is financial gain and social status. It overlooks other values of education and the potential value of VPET in enhancing individual choice and agency.Research limitations/implications: Discourse analysis does not provide information about audience perceptions and interpretations.Social implications: The government could consider reframing their messaging in terms of the diverse values and experiences of VPET students. Highlighting the values that VPET students themselves see in their education provides alternative discourses that can better challenge hegemonic ideas.Originality/value: To the best of our knowledge, this is the first discourse analysis of the government's publicity campaign to

The information technology industry has been identified as a priority industry for development in Hong Kong. Within this sector, there are a growing number of “new collar” jobs that may not require a traditional four-year degree. However, these jobs require a combination of technical and soft skills that are not often taught in secondary schools. The Applied Learning course titled “Tech Basics” was introduced to five secondary schools in 2019. It has the unique feature of bringing together secondary schools, a local public university, and industry partners in curriculum design and program delivery, to provide students with work-integrated learning. The curriculum includes authentic work environment exposure components such as company visits, mentorship programs, industry-led project competitions, and internships. This paper is a case study presenting detailed information on the program’s model of work-integrated learning as. well as its evaluation. It explains the different roles of secondary schools, higher education institutes, and industry partners. To assess the impact of the program, three rounds of surveys were conducted among students taking the course and a control group over a three-year period. The theoretical framework of work integrated learning and mentoring was reviewed. Survey results and additional qualitative data are presented. Feedback from secondary school teachers and mentors from the industry is analyzed. Challenges for the future development of the Tech Basics course are discussed. Copyright ©2024 Springer.