HONG KONG SAR - A Unique Essence

In a city known for its dynamism and resilience, the question of whether Hong Kong has returned to "normal" has been lingering in the air. Recent years have undoubtedly seen challenges for this vibrant metropolis, prompting many to wonder if it has lost its unique essence. Yet, the reality is unmistakable: Hong Kong has never truly been "normal."

Hong Kong Never Normal Initiative

Fed up with the negative media narratives, a grassroots initiative known as *Hong Kong Never Normal* has officially launched, bringing together brands and influencers to promote a message of pride and positivity. The new campaign aims to celebrate the extraordinary spirit of Hong Kong by sharing over 100 compelling stories that spotlight its rich culture, diverse lifestyle, and the innovative mindset of its people.

Community and Platform

The initiative features contributions from a wide range of big and small brands, as well as influencers who proudly call Hong Kong home. The Instagram handle @HKNeverNormal serves as a hub for original content, sparking conversations that reflect the unique fabric of the city.

Voices of Support

Joanne Lao, CEO of TBWA, the creative agency behind this campaign, expressed her hopes: “Our goal is to rekindle the pride that Hong Kongers deserve to feel for their remarkable city. While this initial phase focuses on awareness and engagement, we look forward to more collaborative efforts with the *Hong Kong Never Normal* community.”

The campaign has garnered support from over 12 sectors, including art, beauty, entertainment, education, food and drink, fashion, and technology. Notable partners include local brands and startups, showcasing the innovative spirit that Hong Kong is known for.

Star-Studded Endorsements

Star-studded endorsements are also part of the initiative, with notable figures such as film director Stephen Fung, business mogul Allan Zeman, five-time Olympic swimmer Stephanie Au, and popular comedians all sharing their unique perspectives on what makes Hong Kong special.

Resilience and Eclecticism

“Our city’s essence is built on its refusal to conform to traditional norms, and that’s what makes it uniquely wonderful,” said Girish Jhunjhnuwala, Founder of the Ovolo Group. “We should embrace our eclecticism and take pride in who we are.”

Evan Auyang, Group President of Animoca Brands, added, “Hong Kong's resilience is ingrained in our DNA. Supporting *Hong Kong Never Normal* reflects our commitment to this city that thrives on change and innovation.”

Celebrating Diversity and Creativity

The campaign aims not only to highlight the challenges but also to emphasize the creative solutions born from Hong Kong's cultural diversity and entrepreneurial spirit. As we continue to navigate these unprecedented times, it’s clear that Hong Kong remains a beacon of hope, resilience, and creativity.

Get Involved

To explore more about this campaign and be part of the conversation, visit Instagram @HKNeverNormal or the website hknevernormal.com.

Join the movement and discover why being "Never Normal" is what makes Hong Kong truly extraordinary!