Giant heart-shaped balloons began floating above various locations in Hong Kong on Valentine's Day, as part of the government's efforts to stage mega events in the territory.

Called 'Chubby Hearts Hong Kong', the project was created by British designer Anya Hindmarch and presented by the Hong Kong Design Centre.

For 11 days leading up to Lantern Festival, the balloons can be seen at Statue Square Gardens in Central, and iconic landmarks including the Flower Market in Mong Kok, the Lam Tsuen Wishing Tree in Tai Po, and Belcher Bay Promenade in Kennedy Town.

Chief Executive John Lee said the displays are just the beginning of many mega events set to take place in the SAR this year.

"From leading regional and international trade fairs and exhibitions to world-class arts, culture and sports competitions and shows, we will create and attract a continuing flow of new and inviting experiences to Hong Kong," he said.

"Apart from showcasing Hong Kong's innovative heart and dynamism, Chubby Hearts has inspired a variety of creative exchanges between global designers such as Ms Hindmarch and Hong Kong's own high-flying talent."

Hindmarch, for her part, said she hopes the floating hearts will spread joy and love in the city.

"It has long been a dream of mine to fly Chubby Hearts over Hong Kong as a surprise to this amazing city with a very simple aim of putting a smile on people's faces and spreading some love. So I'm delighted to gift this project to Hong Kong for Valentine's Day," she said.

A tourist from Beijing, surnamed Chan, said seeing the oversized floating heart in Central meant a lot to her and her husband.

"This is the first time for our family to come to Hong Kong. And today we see this heart, we feel it's very beautiful. And today, February 14th, we feel very happy. Just now, my husband and I took a photo here," she said.

Allan, a government worker, said he hopes there will be more novel events like this in future.

"It's something for people to consider today, especially Valentine's Day, when you're supposed to be considering love and affection and everything else. The government has to make an effort to try and get Hong Kong back on the map. So all I can say is the more the merrier."