Hong Kong has demonstrated increasing focus on community health and fitness, Gary Clark, the managing director of I Quit Smoking, said in a statement released yesterday. In particular, it is focusing on the risks of tobacco smoke and has introduced anti-smoking legislation, he said.

IQS is the registered Hong Kong master franchise of European-based Quit Smoking International.

"Hong Kong is leading the way in Asia. And yet there seems to be very few services on offer to actually help smokers quit. This is a great opportunity for IQS Hong Kong to offer a valuable service to the local community," Clark said.

He said the launch in Hong Kong is an important first step for the company's Asia strategy. "Hong Kong is our springboard to expand in the Asia Pacific region. This is our first Asian operation and will become the reference center for the region."