Neon helped to define Hong Kong's iconic urban scenery as the city rose to global prominence. You can still see some of those huge neon edifices along Nathan Road in Kowloon and in some older business districts The medium, however, is losing its glow in popular taste and seems to be disappearing rapidly throughout the territory.

"Neon signs were especially popular in Hong Kong in the 1970s. They were often featured on postcards and pictures to tell the vibrant social life of the city of that time," said Samantha Wong, a representative for Heritage and Museums with the government's Leisure and Cultural Services Department. Wong said her department suspects that local disappearance of neon is a complex issue. Flashy neon signs have been overtaken in the market by alternative lighting, such as LED, that uses less electricity. Businesses today are turning more and more to social media for promotion. And businesses that once were stalwarts of the neon landscape, giant saunas, and the night clubs of Tsim Sha Tsui and Mong Kok are fading away.

Roy Ng, a campaign officer at the Conservancy Association (an NGO dedicated to heritage and environmental conservation) said that the government crackdown on illegal structure is the more likely culprit.

"It happens to be apparent that the high effectiveness of Buildings Department in combating illegal structure put an end to the lives of neon signs in urban areas," said Ng, noting that there is insufficient research currently available about Hong Kong's neon signage.

Neon sign conservation poses a conundrum for the Conservancy Association, a green group that must also consider how neon heritage weighs against mounting opposition to Hong Kong's light pollution. But supposing the government wanted to preserve the cow in its present location, Ng said that the government has a guidebook that allows building alterations to balance heritage and safety concerns.

"I don't think that the government would be bound strictly by the Building Ordinance if they do cherish the significance of the 'cow' in local streetscape," said Ng.

(HK Edition 10/04/2013 page3)