Sevens heaven: Where sport is not the spectacle

For some, the attraction was off the pitch

(CNN) -- "You know you're somewhere special when all the cameras are pointed at the stands, not at the pitch."

Well, at least that's what the guy in the pig suit was trying to say.

Like most of the shouting, singing, laughing rugby fans in Hong Kong Stadium's South Stand, alcohol was beginning to dull the pig's senses.

Yet despite its simplicity, it was profound enough. All the press photographers were indeed captivated by the antics in the infamous stand -- a place where the spirit of rugby Sevens finds its highest and craziest expression.

The annual rugby tournament had arrived for another showing and come rain or shine, hard-driving corporate Hong Kong was letting down its hair.

Business attires were cast aside and replaced with, among others, Viking outfits, nurse uniforms, kilts, bikinis and Flintstones costumes.

While multi-national companies strutted their stuff and schmoozed prospective or current clients in their corporate boxes, the carnival that is the South Stand entertained all -- leaving events on the rugby pitch almost coincidental.

Carnival

CNN NewsPass VIDEO Spectators at a rugby tournament in Hong Kong are having as much fun in the stands as the players are having on the field. CNN's Mike Chinoy reports. Play video    CNN.com Asia More news from our Asia edition

In fact, a quick survey of rowdy South Standers revealed that no one knew, or for that matter, cared who was playing.

"What an absolute party," the pig says. "Everyone's your mate and everybody's having a good time. I have no idea who's out there -- I can't see anything in this outfit."

It's an all-singing, all-dancing, all-drinking affair, occasionally interrupted by a remarkable try or the odd upset victory.

"It's a premier sporting event. It has a unique carnival atmosphere that doesn't exist any place in the world," Credit Suisee First Boston's Steven Stonehouse says.

"Never have I drunk so much, and seen so little," says David Van Klink, a raucous New Zealander who like so many in the South Stand made the trip to Hong Kong especially for the event.

Looking towards the notorious South Stand

"I get knocked down and I get up again," yells his mate Nick Jones as he jives to the tune from the stadium's PA , much to the bemusement of his wife, Sarah.

Among the motley crew are the pink wigged 'Happy Valley Girls' and the gang of 51 David Boons, decked out in matching yellow uniforms replete with oversized moustache and protruding beer gut in honor of the Australian cricketing legend.

Remarkable too is the low incidence of violence. Combining sport, alcohol and grown men is an equation that usually produces ugly results.

Although beer and mixed spirits are bought by the jugful, the only animosity is directed to the French supporters and delivered by a chorus of "Stand up if you hate the French" -- rather amusing considering all in the stand spend their day on their feet.

The rest of the time is spent largely looking at everybody else while dancing, cheering, leering and exchanging insults or witty banter among the multi-nationality crowd.

Streakers and hangovers

A downpour on Sunday did little to dampen spirits

A party for some, the tournament has become one of the most significant fixtures on the Hong Kong calendar and a beam of light through the economic gloom shrouding the Chinese territory's economy.

"It's the biggest tourist event of the year in Hong Kong," Hong Kong Rugby Football Union chairman John Molloy says.

"So if you get 22,000 plus people in the stadium from overseas, then they fill the hotels up -- it gives a good kick to the economy."

The players too enjoy the journey. A total of 24 teams from around the world were part of this weekend's event and each saluted the South Stand upon their exit.

"Hong Kong is probably the best [Rugby Sevens event] and everybody looks forward to it," South African coach Chester Williams says.

"This is my fifth time, first as coach, and I see what goes on in the background," he says with a broad smile.

One of the David Boon's searches for his comrades as the party spilled into the streets of the Lan Kwai Fong bar district on Saturday night

But it was a fellow African team, the Moroccans that seemed most delighted.

When a male streaker dashed from the South Stand to the opposing try line, several Moroccan players grabbed his hands and ran with him. Another donned the streaker's fallen orange clown wig and ran about proud as punch.

While the South Stand woke to the biggest hangover of the year on Monday, cleaners took to the slop that replaced the revelers -- grateful that the event only comes around every 12 months.

-- CNN Senior Asia Correspondent Mike Chinoy contributed to this report.