The Hong Kong Bird Watching Society

What The Hong Kong Bird Watching Society does

The Hong Kong Bird Watching Society (HKBWS, 香港觀鳥會) is a Hong Kong-incorporated charitable organization founded in 1957, recognized as a public-character charity under Section 88 of the Inland Revenue Ordinance since 2002, and serving as the sole Hong Kong Affiliate of BirdLife International since 1994. It is the only local civil society dedicated to appreciating and conserving Hong Kong birds and natural habitat, operating with 19-22 full-time staff, over 1,700 local and overseas members, and a broad volunteer base. Its mission focuses on habitat management (including Long Valley and the Mai Po-adjacent fishpond network), bird surveys and research (such as the 2018 Chinese Crested Tern Satellite Tracking Programme), citizen-science record collection, and public education across schools and the general public.

HKBWS runs a diversified product and service portfolio that combines conservation programs, publications, digital tools, and commercial revenue lines. Core offerings include the HKcBirds mobile app (Hong Kong's first cross-platform bird reference app, developed with HKU's Department of Computer Science and covering 200+ species offline), the HKBWS eShop (雀躍坊) selling bird-themed merchandise with overseas shipping, the HKBWS Bulletin, Hong Kong Bird Report, and Annual Reports, and the Catch for Spoonbill eco-brand promoting bird-friendly aquaculture. Underlying technology is conventional: a CMS-based website, a J2Store e-commerce storefront, payment integrations including PayPal, FPS, PayMe, and direct bank transfer (Bank of China), plus the citizen-science records submission system.

Revenue is generated from a hybrid non-profit model: recurring membership subscriptions, tax-deductible donations (HKD100+), annual Flag Day street fundraising with tiered reward packages, the eShop's retail margin on books, optics accessories, apparel, and eco-products, and structured donation experiences (wedding gift packages, HK$15,000+ senior conservation experiences). The organization cooperates with more than 20 partner institutions, including BirdLife International, WWF Hong Kong, the Agriculture, Fisheries and Conservation Department, the East Asian-Australasian Flyway Partnership, and IUCN, and extends its footprint into mainland China via the HKBWS China Conservation Fund (1999) and the BirdLife China Programme (2005).

Name

The Hong Kong Bird Watching Society

Legal name

The Hong Kong Bird Watching Society

Website

https://hkbws.org.hk

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

11–50 employees

Short description

The Hong Kong Bird Watching Society (HKBWS), founded in 1957, is Hong Kong's sole charitable civil society dedicated to bird appreciation and conservation. It serves 1,700+ members, volunteers, schools, and researchers through birdwatching activities, habitat management, publications, a mobile app, and an eShop.

Ownership category

akta.pro rank

Product category

Wildlife Conservation Services

NAICS

Environment, Conservation and Wildlife Organizations (813312), Nature Parks and Other Similar Institutions (71219)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Wildlife Watching & Encounters (Birding, Whale Watching, Primates) (THAJAIAC)

akta.pro secondary industries

Wildlife Viewing & Birdwatching Tours (THAAAEAB), Wildlife Viewing Hides, Observation Towers & Birding Sites (Managed Access) (THAAAFAE)

Keywords

• Bird conservation services
• Ornithological research
• Wildlife habitat management
• Environmental education programs
• Membership-based conservation

Headquarters

HQ city

Lai Chi Kok, Kowloon

HQ country

Hong Kong SAR China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership Fees: Revenue generated from annual membership subscriptions. The organization has over 1,700 members contributing to operational funding.
2. Donations: Charitable donations from individuals and organizations, including tax-deductible donations under Hong Kong Inland Revenue Ordinance Section 88. Accepts online donations, crossed cheques, bank transfers, FPS, PayMe, and in-person cash/card payments.
3. E-commerce Sales: Sales of bird-themed merchandise including books, DVDs, birding gear, bird-themed clothing, eco-products, and gifts through the HKBWS eShop (雀躍坊). Products include honey, tea, bird-themed socks, hoodies, and other items.
4. Flag Day Fundraising: Annual street flag day fundraising events with donation tiers offering rewards like Gold Flags or Bird Guardian sets. Includes online fundraising campaigns.
5. Wedding Gift Donations: Package where couples can donate to HKBWS instead of traditional wedding favors, receiving customized thank-you cards for guests.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

HKBWS is a charitable non-profit organization that promotes the appreciation and conservation of wild birds in Hong Kong. It delivers birdwatching tours, indoor lectures, and multi-level birdwatching courses, manages bird habitats such as Long Valley and fishpond conservation schemes, conducts bird surveys and research (including the Chinese Crested Tern Satellite Tracking Programme), and runs public education programmes. It funds these activities through membership fees, tax-deductible donations, merchandise sales via the HKBWS eShop (雀躍坊), and annual fundraising events.

Product overview

The Hong Kong Bird Watching Society operates as a charitable conservation organization offering a diverse portfolio of products and services focused on bird appreciation and protection. The core offerings include the "HKcBirds" mobile application providing offline access to information on 200+ bird species, the "HKBWS eShop" (雀躍坊) for bird-themed merchandise and eco-products, and various publications including Bulletins, Annual Reports, and the Hong Kong Bird Report. The society conducts birdwatching activities, runs conservation programs such as the Fishpond Conservation Scheme and Catch for Spoonbill eco-brand, and undertakes research initiatives including the Chinese Crested Tern Satellite Tracking Programme. The product ecosystem serves both conservation purposes and public education, with the eShop providing sustainable funding for the society's charitable activities.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 578 bird species recorded in Hong Kong, with 66 IUCN-listed threatened species present in the territory
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and major.

• East Asian-Australasian Flyway Partnership (EAAFP)coreStrategic or Co-development Partner · 1 January 2021HKBWS is a member of EAAFP, collaborating on international waterbird conservation efforts including the Dalmatian Pelican Task Force established under EAAFP to coordinate conservation activities for the species.
• International Union for Conservation of Nature (IUCN)coreStrategic or Co-development Partner · 1 January 2021HKBWS is a member of IUCN, participating in global conservation efforts and standards for threatened species classification.
• BirdLife International China ProgrammecoreStrategic or Co-development Partner · 1 January 2005Cooperative program launched in 2005 between HKBWS and BirdLife International to assist and encourage the development of birdwatching activities in mainland China.
• HKBWS China Conservation Fund (香港觀鳥會中國自然保育基金)coreOthers · 1 January 1999Established in 1999 to support birdwatching promotion and research works of birdwatchers and ornithologists in mainland China. This fund enables Chinese mainland birdwatchers and experts to conduct conservation and research activities.
• BirdLife InternationalcoreStrategic or Co-development Partner · 1 January 1994HKBWS has been the Hong Kong Affiliate of BirdLife International since its establishment in 1994. BirdLife provides great support in conservation efforts, particularly in the conservation of Long Valley. In 2005, HKBWS cooperated with BirdLife to launch the China Programme to encourage birdwatching activities in mainland China.
• WWF Hong KongcoreStrategic or Co-development PartnerWWF Hong Kong has managed Mai Po Marshes Nature Reserve since 1984. HKBWS cooperates on conservation efforts and helps with Mai Po permit applications for members.
• University of Hong Kong, Department of Computer SciencemajorTechnology or IntegrationJointly developed the 'HKcBirds: Common Birds of Hong Kong' mobile application - Hong Kong's first cross-platform bird information app providing multimedia information on over 200 common bird species.
• Agriculture, Fisheries and Conservation Department (AFCD)coreImplementation/ SI/ Consulting PartnerAFCD enforces wildlife protection ordinances and manages Mai Po Nature Reserve permits. HKBWS refers injured birds to AFCD via the 1823 Government Hotline and cooperates on conservation policy matters.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BirdLife Australia: Australian BirdLife partner organization with similar national-affiliate structure, citizen-science, and habitat conservation programs. Comparable to HKBWS as a sister national affiliate within the BirdLife International network.
• National Audubon Society: US-based century-old bird conservation society with membership model, chapters, sanctuaries, and citizen-science programs. Closest functional analog to HKBWS as a national membership-based bird appreciation and conservation organization.
• Cornell Lab of Ornithology: US-based ornithological research institution operating the eBird citizen-science platform and Merlin bird ID app. Directly comparable to HKBWS's research, data, and mobile-app initiatives (e.g., HKcBirds, Bird Records Submission System).
• eBird: Online birding database and citizen-science platform operated by Cornell Lab, used globally for recording and sharing bird observations. Directly comparable to HKBWS's Bird Records Submission System and Hong Kong Bird List publications.
• Royal Society for the Protection of Birds (RSPB): UK membership charity dedicated to bird conservation, managing reserves, running education and advocacy programs. Closest European analog to HKBWS in scope, funding model, and public engagement approach.

Others

• BirdLife International: Global partnership of national bird conservation organizations; HKBWS has been its Hong Kong Affiliate since 1994. Directly comparable as the parent network of which HKBWS is a national chapter, providing shared mission, methodology, and brand.

Regional players

• Friends of the Earth (Hong Kong): Hong Kong-based environmental advocacy organization working on broader sustainability issues. Comparable as a Hong Kong-headquartered environmental charity pursuing public education and policy advocacy in parallel to HKBWS's mission.
• WWF Hong Kong: Hong Kong affiliate of WWF, focused on broader biodiversity and habitat conservation including co-management of Mai Po Marshes Nature Reserve. Directly comparable as a HK conservation NGO that HKBWS cooperates with on Mai Po access and conservation efforts.
• Kadoorie Farm and Botanic Garden: Hong Kong-based conservation NGO operating a living plant and animal collection with public education programs. Comparable as a Hong Kong-headquartered conservation charity with visitor-facing nature programming and educational outreach.
• Hong Kong Wetlands Park: Government-managed wetland park in the New Territories providing public access, education, and habitat conservation. Comparable as a Hong Kong visitor-facing wetland and bird-watching site that complements HKBWS's birding activities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC6sgIZzXtXnCk1lbXEr8Svw
• Facebookfacebook.com/hkbws
• Instagraminstagram.com/hkbws1957
• LinkedInlinkedin.com/company/hkbws

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Hong Kong Bird Watching Society