Ka Ying Rising and the Resistance To Hype

Perhaps it was reading the Comments section of one of those online posts on horse racing, where readers were challenging the still relatively new Hong Kong sprinting superstar named Kai Ying Rising to show his mettle by taking on the top sprinters in the, well, UK?

Really?

Sprinters in the UK? 

While reading the comments, there was -also something or another about a Kai Ying Rising souvenir watch.

Has horse racing ever created and produced any type of merchandise that’s popular and in line with strategic marketing plans, or has it been a free-for-all because everyone in that horse racing bubble thinks that they are creative?

Knowing something about advertising and marketing after helping to launch McDonald’s in Hong Kong and lay the groundwork for the success of the Golden Arches in the city and China by ensuring its sustainability for over twenty years, one knows the importance of good merchandising and has an aversion to hype. 

This is especially true during these socially awkward and social media driven days of KOLS, influencers, speaking in emoji and a rather naive way of looking at KPIs - Key Performance Indicators- through views and followers.

Jesus had followers, too, and just look what happened to him and other folk heroes with merry men.

Before the hype machine starts with all kinds of Kai Ying Rising merchandise with absolutely no marketing relevance to the main product- the equine star- one really hopes that the levels of excitement are enjoyed, yet tempered with patience and not clumsy knee jerk reactions.

What’s not needed is jumping the gun and ending up with egg on faces when an animal doesn’t exactly live up to the expectations of humans- especially a racehorse.

Someone with all the experience of trainer David Hayes, and who would admit that it’s taken some time for him to enjoy his second coming in Hong Kong, must surely know that nothing beats letting success do the talking. 

It’s worked brilliantly for the now retired champion Hong Kong gallopers in miler Golden Sixty and the ongoing winning global adventures of Team Romantic Warrior.

As for Kai Ying Rising, if he does go to Australia as has been reported for the Everest, and wins this race, there’s a solid open path and next steps for the connections of the horse for the horse to boldly go forward.

What’s also exciting to see are new crop of equine heroes settling into Hong Kong racing and creating a unique and inspiring OneTeam brand that’s good for the Hong Kong Jockey Club and the city.

Hype?

Time has proven that hype is never a good thing in any business.