Jenny Chan 陳詠欣
May 8, 2019

Plant-based milks aren't a thing in Hong Kong, so Oatly made up a Chinese character for them

The invented pictogram is not a brand name; the Swedish company intends it as a conceptual signifier for plant-based milks. And it already shows signs of catching on.

Oatly, a Swedish oat drink brand, has brought its plant-based debate from the US and Europe to Hong Kong, through a new Chinese word invented by Edelman and activated by Sunny Idea.

The newly created Chinese pictogram shown above overlays the element of plant’ onto the original Chinese character of milk’, simply because nearly every Hong Kong adult surveyed in March 2019 by Ipsos said they think of cow’s milk 96% when...

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