Hong Kong Embraces Its "Never Normal" Identity

On November 26, 2024, a new platform called 'Hong Kong Never Normal' was launched. This initiative seeks to highlight the distinctiveness and entrepreneurial spirit of Hong Kong. The platform has garnered support from brands, influencers, and content creators, uniting them to share stories that embody the city's unique essence.

With over 100 stories set to launch, this campaign aims to counter negative perceptions by celebrating Hong Kong's vibrancy and innovation. Key figures involved include business leaders and cultural icons such as film director Stephen Fung and Olympic swimmer Stephanie Au.

Joanne Lao, CEO of TBWA, emphasized the campaign's mission to rekindle pride among HongKongers. The campaign is supported by various industry sectors including technology, fashion, and entertainment. Prominent brands like Animoca and Ovolo have expressed their commitment to the project, each highlighting Hong Kong's resilience and creativity.