Hong Kong, a city best known for its serious pursuit of money, will hold a laughing contest in July as health experts worry over rising incidence of mental depression and urge people to lighten up.

Organized by the Joyful Mental Health Foundation, the event will be the highlight of a July 15-17 fair aimed at educating the public about depression and how laughter is the best medicine.

“Lots of people in Hong Kong have depression and very few seek help. It was only in the past few years that people have come to know of this sickness,” said Parry Poon, one of the organizers of the event.

An estimated 70,000 of Hong Kong’s seven million people suffer from depression.

Contestants will be judged on how long they can laugh and the quality of their laughter. Teams of up six people will be allowed.

“Judges will also be looking for the quality of their laughter, whether it is infectious, genuine,” Poon said.