Matthew Miller
Jul 22, 2019

Showing Hong Kong some love, without irking the mainland

Hong Kong people want their identity and culture to be recognised. But given differing viewpoints among mainland consumers, that can be a tricky tightrope act for brands.

A July 1 protest in Hong Kong shopping district Causeway Bay

HONG KONG IDENTITY AND BRAND STRATEGY

The recent protests in Hong Kong over a planned China extradition law have thrown into stark reliefand raised the stakeson an issue that has long been a source of challenge for marketers. The difficulty of communicating with both the local market and the mainland market without alienating one or the other.

The situation has become more polarised in recent years, and...

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