Sinophobia (anti-Chinese sentiment) has become normalised and increasingly acceptable in Hong Kong in recent decades. Such Sinophobia intersects with aims of protecting what is local in the society, as seen in Hong Kong news media. This paper first explores the concept of "Sinophobia." It then provides a background on Sinophobia in Hong Kong, explaining the tensions between the identities of Hong Kong/HongKongers and Mainland China/Mainland Chinese. After elaborating on the role of media and the nature of local media in Hong Kong, this paper examines Sinophobic, stereotypical and quasi-racist discourse in three major Hong Kong news sources. While respecting Hong Kong heritage is a valuable goal, the Sinophobia accompanying some such aims can be seen to fuel hatred among people. In this context, encouraging a more inclusive and reflective discourse is warranted to work against the pitfalls of Sinophobia as a particular form of xenophobia in Hong Kong.