HONG KONG - Phoenix TV's documentary film Never Too Late on Saturday held its world premiere during the 49th Hong Kong International Film Festival at PREMIERE ELEMENTS in West Kowloon.

Never Too Late follows the life journeys of four Hong Kong residents—a writer, an ecological photographer, a model and diver, and a real estate professional—to illustrate the multifaceted relationship between humanity and nature.

ALSO READ: Youth video competition seeks to showcase GBA strengths, unity

The documentary film, directed by Ricky Choy, the first filmmaker selected for Phoenix TV’s “Young Directors Program”, highlights the healing power of the natural world while emphasizing the significant impact of individual actions on global ecological conservation.

Undergoing over three years of planning and production before its completion in March this year, the documentary is a key output of Phoenix Media Group’s Hong Kong Nature Stories project.

Prior to the screening, a ceremony was also held at the cinema to celebrate the premiere, which was attended by officials, representatives from joint production partners Phoenix Media Group and China Resources Group, the film’s core creative team, executive producer Miney Ye, music director Keith Chan, and Gigi Leung, the singer of the theme song.

READ MORE: HK leader encourages Chinese talent to co-create a more open future

In her speech at the premiere ceremony, Under Secretary for Environment and Ecology Diane Wong Shuk-han said that the official selection of Never Too Late for the documentary screening section of the 49th Hong Kong International Film Festival is a highly encouraging achievement.

She noted that The Environment and Ecology Bureau and the Agriculture, Fisheries and Conservation Department fully support the production of the Hong Kong Nature Stories series by providing professional advice to showcase Hong Kong’s natural environment and rich biodiversity.

Zhang Tong, vice-president of Business Development at Phoenix Satellite Television Company Ltd, said that Never Too Late marks the first time Phoenix Media Group has released a documentary film in Hong Kong’s local cinema circuit.

READ MORE: Documentary series to highlight Hong Kong's natural beauty

Established in Hong Kong, the group's love for the city is as authentic and natural as the documentary, Zhang added. He said he hoped to show the world, through Never Too Late, that Hong Kong is not only a global metropolis but also a city that with a proud ecological heritage.

Nicole Wong, chief executive officer of World Wildlife Fund-Hong Kong, emphasized that the release of Never Too Late demonstrates that the media’s role goes beyond disseminating information and can effectively drive conservation efforts.

Never Too Late will have its second and third screenings during the film festival on April 17 and 19, respectively.

The Hong Kong Nature Stories project is a large-scale cultural and philanthropic initiative that covers documentaries, feature films, and new media content.

It is jointly produced by Phoenix Media Group and China Resources Group, co-initiated by Phoenix Media Group and WWF-Hong Kong, and fully supported by the Hong Kong Special Administrative Region government.

Using Hong Kong as a model, the project showcases the beauty of Hong Kong’s natural environment and its sustainable development experiences, providing a global example of how humans and nature can coexist harmoniously.