The 41st Hong Kong International Film Festival (HKIFF41) grandly opened with the World Premiere of "Love Off the Cuff" on 11 April at the Hong Kong Cultural Centre. Hearts On Fire, as a sole jewellery sponsor of HKIFF41, invited host Sarah Song, and celebrity Charmaine Sheh to put on diamond jewellery sponsored by Hearts On Fire. This year, the festival also introduced the "Audience Choice Award" supported by premium sponsor, Hearts On Fire. Audiences who voted for their favourite films would have a chance to win the "2018 Cine Fan Patron Privilege", the VIP Pass for The 42nd Hong Kong International Film Festival. In addition, a new VR facility had been set up by Hearts On Fire at the ceremony venue, in which participants could experience the processes of diamond cutting, polishing and mounting.