As elsewhere, vocational education and training (VET) has a poor image in Hong Kong. To remove the stigma, the Vocational Training Council of Hong Kong embarked on pro‐active strategic planning to make it more relevant and cost‐effective, exposed long and widely held myths that VET is for dullards which leads only to low‐paid and low‐status jobs, provided a through‐train education system to ensure that VET is no longer an educational cul‐de‐sac, and sought external accreditation aggressively. Though it is early days, there is strong evidence that these strategies have worked.