Hong Kong – Through the lens of GenZ

Hong Kong was once one of world’s most popular and most visited destinations. How do we restore Hong Kong's image in a post-pandemic world when it is anticipated that global tourism would gradually recover? With Gen Z coming of age, they are expected to gradually take up a bigger proportion of the global traveller demographic, it was essential that the new image we build for Hong Kong as a destination would speak to, and be relevant to them on social.

To present a new generation image of Hong Kong that appeals to Gen Z and speaks in their language, we produced a promotional video that showcasing the unique personality and experiences of Hong Kong, building anticipation and excitement among young segments.

We collaborated with Design Army and HYPEBEAST in the project which has created an interesting angle for social buzz. We also invited three up-and-coming local Gen Z pop artists (Gareth T., MC Cheung, Moon Tang) to share their own perspective of Hong Kong, as well as their inspirations, favourite experiences, and spots.

The documentary-like video has shown authenticity through snap-like effects, not just a spectacular skyline but a more everyday and daily inspirations of Hong Kong. It was social and digital-first − content that is not only engaging and impactful, but more importantly showcasing the stylish and chic side of Hong Kong.