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Hong Kong, 31 July 2026 - World Breastfeeding Week, observed annually during the first week of August, underscores the critical importance of breastfeeding worldwide. To commemorate the occasion, the Department of Health, in collaboration with Hospital Authority, Hong Kong Committee for UNICEF (UNICEF HK) and Baby Friendly Hospital Initiative Hong Kong Association organized a Fun Day under this year’s theme, “Breastfeeding for a Sustainable Start in Life: Strengthen What Works.”

The event was attended by distinguished guests, including Dr Cecilia Fan, Under Secretary for Health; Dr Edmund Fong, Deputy Director of Health; Dr Cheung Wai Man, Chief Manager (Patient Safety and Risk Management) of the Hospital Authority; Ms Judy Chen, Chairman of UNICEF HK; Dr Barbara Lam, UNICEF HK Council Member; and Dr Leung Wing Cheong, Vice-Chairperson of Baby Friendly Hospital Initiative Hong Kong Association. UNICEF HK hosted an interactive matching game booth to enhance public understanding of breastfeeding‑friendly measures and behaviors. The initiative aimed to dispel common misconceptions, foster inclusive and supportive attitudes toward breastfeeding mothers, and rally community collaboration to create a breastfeeding-friendly environment.

In her speech, Ms Judy Chen highlighted that UNICEF has been actively promoting breastfeeding worldwide. Encouragingly, global breastfeeding rates are on the rise. Exclusive breastfeeding during the first six months of life has increased from approximately 37% in 2012 to over 47% today. Over the past five years, the prevalence of breastfeeding up to two years of age has also risen from 38% to 50%. These gains reflect the collective efforts of various sectors and demonstrate that sustained investments in policies and programmes supporting mothers and families are yielding tangible results.

She pointed out that UNICEF and WHO are calling on countries to echo this year's World Breastfeeding Week theme to ‘Strengthen What Works’, laying a strong health foundation for every child's ‘First 7,000 Days of Life’:

• Strengthen health systems to provide quality breastfeeding support for mothers and newborns.
• Expand community-based counselling and peer programmes.
• Fully implement and enforce the International Code of Marketing of Breast-milk Substitutes.
• Invest in paid maternity leave and supportive workplace policies.
• Integrate breastfeeding interventions into antenatal, perinatal, and postnatal health care services.
• Sustain breastfeeding support in humanitarian and fragile contexts.

Ms Chen further noted that, through the “Say Yes To Breastfeeding” campaign, UNICEF HK actively promotes “Breastfeeding Friendly Workplace and Premises”, as well as the Hospital Authority’s Hong Kong Breast Milk Bank. Driven by the firm belief in the power of “mothers helping mothers”, UNICEF HK has specifically integrated the promotion of the Department of Health’s Breastfeeding Peer Support Scheme, “Love Latch Chat”, into this year's initiatives. This allows corporates and the wider community to better understand the lifesaving support donated breastmilk provides to premature and seriously ill infants, alongside the invaluable care that new mothers receive from their peers.

This year, UNICEF HK co-organized the “Nourish Out Loud: Breastfeeding Short Video Competition 2026” with the Department of Health to encourage the public to creatively advocate breastfeeding as the norm for infant and young child feeding. The competition drew an enthusiastic response, with entries from breastfeeding mothers, milk donors, students, and corporations showcasing diverse perspectives, and uniting community support. The competition results were announced during the ceremony, with awards presented to individual and corporate winners for Most On‑Theme, Most Inspirational, and Most Innovative entries.

2026 marks UNICEF HK's 40th anniversary — a milestone that reaffirms the shared responsibility to safeguard every child. Looking ahead, UNICEF HK will continue to strengthen public awareness and rally broader community support through the ‘Say Yes To Breastfeeding’ campaign. 

Dr Cecilia Fan (fifth right), Under Secretary for Health; Dr Edmund Fong (sixth right), Deputy Director of Health; Dr Cheung Wai Man (forth right), Chief Manager (Patient Safety and Risk Management), Hospital Authority; Ms Judy Chen (seventh right), Chairman of UNICEF HK; Dr Barbara Lam (eighth left), UNICEF HK Council Member; and Dr Leung Wing Cheong (third right), Vice-Chairperson of Baby Friendly Hospital Initiative Hong Kong Association, join other guests in a group photo to show their support for breastfeeding.

Dr Cecilia Fan (third left), Under Secretary for Health; Dr Edmund Fong (second left), Deputy Director of Health; Dr Cheung Wai Man (second right), Chief Manager (Patient Safety and Risk Management), Hospital Authority; Ms Judy Chen (first right), Chairman of UNICEF HK; and Dr Leung Wing Cheong (first left), Vice-Chairperson of Baby Friendly Hospital Initiative Hong Kong Association officiate the ceremony, calling on all sectors of society to support breastfeeding and build a breastfeeding-friendly community.

Ms Judy Chen, Chairman of UNICEF HK, highlights in her speech the importance of breastfeeding for infants’ development and thanks all sectors for their ongoing support of the ‘Say Yes To Breastfeeding’ campaign.

Ms Judy Chen (forth left), Chairman of UNICEF HK and Dr Barbara Lam (forth right), UNICEF HK Council Member, present awards to Corporate Category winners of the “Nourish Out Loud: Breastfeeding Short Video Competition 2026” for their creative work in promoting breastfeeding and a breastfeeding‑friendly workplace.