Staff Reporters
May 28, 2019

Only 7% of HongKongers trust homegrown brands: report

64% of people in Southern Central China trust their homegrown brands, compared to a measly 7% of HongKongers, exposing a sizable trust deficit.

Children wearing shopping-bag costumes of local Hong Kong brands (Source: AFP)
Children wearing shopping-bag costumes of local Hong Kong brands (Source: AFP)

Source: McCann Worldgroup’s 'Truth About Global Brands 2: Decoding the Shifting Dynamics for Brands in Hong Kong and Southern China' 

Methodology: The quantitative part of the study was conducted with more than 24,000 people in 29 countries. For the qualitative component of the research, McCann Worldgroup’s entire global network took to the streets over a 24-hour period to understand local culture in over 70 markets. 


  • While distrust towards the government is especially strong in Hong Kong, in South Central China, there is a much higher level of trust towards authorities and politicians.
  • The good news for local Chinese brands in almost all the categories surveyed (medicine/healthcare, health & beauty, F&B, tech, telecom, alcohol, airline, banking, insurance, except automobiles) are seen in a relatively optimistic light by 64% of people in Southern Central China, whereas a measly 7% of HongKongers trust their homegrown brands.
  • Two-thirds of people in Hong Kong and four-fifths of people in South Central China feel that brands have the power to make the world better. However, it is important to note that while brands have permission to play a more substantial role, how they can do so is deeply nuanced in different markets. 
  • Driven partly by the possibility of upward mobility, the sentiment of China is very positive and nationalistic regarding globalisation. In contrast, Hong Kong has become more pessimistic with its citizens preferring the old days when there was less immigration in their city.
  • Hong Kong and China (surprisingly, according to McCann) share similar attitudes towards differences, with two-thirds of people feeling uncomfortable around people who are different from them. 
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Campaign China

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