Lan Kwai Fong Group group chairman Allan Zeman has welcomed the launch of the government's "Happy Hong Kong" campaign, which kicks off on Saturday with HK$30 cinema tickets available all day.

The initiative involves various events planned to cheer people up and boost the local economy.

Zeman told an RTHK programme the campaign was "very bold" and a great way to boost the city's reputation at a small price tag of around HK$20 million.

"Events really make Hong Kong in the eyes of the public and in the eyes of tourists coming here," he said, arguing that the scheme was a better way to boost the economy than through more consumption vouchers. "Hong Kong is really going from a cultural desert to becoming one of the prominent cultural cities of the world."

He added: "I think HK$20 million is really a very small number, especially for the government, to bring some happiness back to the population."

Zeman also said Lan Kwan Fong was already showing signs of a feel-good factor returning to Hong Kong, with more and more people going out and enjoying events, and that the government's campaign could solidify the sense that Hong Kong is "back."

"I cant tell you, LKF has been very, very busy," he said. "There's just such a feel-good factor. I haven't seen this for a long, long time in Hong Kong and I feel very confident going forward that this is just one of many things happening in the city."

Meanwhile, the chairman of the Hong Kong Theatres Association, Timothy Yuen, said he hopes "Cinema Day" can be a regular fixture if this Saturday's is a success.

Yuen said people can either buy tickets at box offices or through the internet.

"Because of this Cinema Day, we'll make available many recently popular Hong Kong movies, say those from last year and those in the Lunar New Year holidays. We'll bring a suitable amount back," he told an RTHK programme.

"Because after all, we think there are a good amount of people who haven't watched them. So there will be plenty of choices this Saturday."