This essay aims to give an overview of Hong Kong queer media productions by presenting specific media representations that speak to local queer sensibilities and sexual politics. I investigate the nature of a localized queer nonchalance that cultivates an environment readable as both tolerant and limiting of queer desires, as well as resistant of the rumors of a broader cultural death. One of the case studies includes, to use Helen Hok-Sze Leung's term, “do-it-yourself” queer cultural projects that focus on reaching out to LGBT communities rather than to a wider mainstream public reception. Another example involves gender-crossing performances and cultural productions from mainstream media icons in popular culture. Finally, I discuss gossip magazine coverage of queer celebrity rumors. I locate my concerns in questioning whether mass-media practices can perversely normalize same-sex sexuality in our everyday lives.