Hong Kong-style milk tea has become an integral part of the daily life of Hong Kong people. In order to promote the “Hong Kong milk tea” culture, the Association of Coffee and Tea of Hong Kong has been hosting the KamCha (Hong Kong-Style Milk Tea) Competition since 2009, and the International KamCha Competition since 2010. This provides a platform for exchange among workers in the trade; to allow the public, whether local or global, to know more about this kind of tea-making technique; to honour the outstanding milk tea masters; and to attract young blood into the trade. Today, there are regular promotional activities and formal workshops to pass on the techniques of making Hong Kong-style milk tea.