The Hong Kong Special Administrative Region Government launched the Brand Hong Kong campaign in 2001 to foster Hong Kong as an Asia's world city. Amid the divers initiatives of the campaign is the advancement of the core values of the city via both the text and images on the Brand Hong Kong website. This inquiry assays specifically the textual components of the website by using appraisal theory as the analytical framework. The findings point out that evaluative language has a substantial presence and a key role to play in the government's promotional effort. The types and functions of the evaluative resources employed and the implications for the discipline of applied linguistics are debated.