Hong Kong consumers' love for nostalgia, and how brands can tap on the sentiment

A group of advocates have voiced out asking for further protection on a historic building set to be demolished in Hong Kong. The demolition plan of a grade three historic building on 190 Nathan Road was approved last year, and the building was used to carry out underground intelligence work against the Japanese by the sons of the original owner during World War II, according to groups of advocates on its preservation.  A report released on 5 June 2022 by "Walk in HK" during a press conference urged for the preservation on the building, and has seen a slew of support pouring in over social media, with netizens urging the need of further protection on the heritage, and many saying that it is a pity to demolish the whole building.

Social media analysis company CARMA unveiled that there was an increase in the volume of mentions over within 24 hours, with 150% increase from the seven days prior to the report being published. Most mentions were generated by the reports from media outlets such as InmediaHK. The search or mentions of the related keywords such as "Grade three historic building", "Nathan Road 190", has increased over the past 30 days, according to the chart below.

Charles Cheung, GM of CARMA said that most comments on the news were neutral (83%) with netizens sharing the history of the building - how it was used by the Japanese army, "There were also positive mentions (12%) from netizen urging the government to preserve this historical building with high cultural value," he added.

HK Consumers' appreciation for nostalgia

In Hong Kong, several historic buildings have been refurbished and transformed into places for citizens to relax, shop and dine. Katie Lam, general manager of L Concept Communications said that given Hong Kong consumers' love for nostalgia, brands can aim to resonate better with audiences using this aspect and leverage nostalgic factors to engage their target audiences. 

However, such tactics also need to align with a brand's business, Lam added. For example, public utilities, banks and insurance companies can use nostalgic factors in their marketing campaigns as they target audiences across various generations. Luxury brands that want to tell their history, and multinational businesses that want to strengthen their ties with customers or audiences, can also go for nostalgia as part of their strategy.

Lam added that brands can launch pop-up stores, tours and themed exhibitions banking on history to educate and engage with their target audience. Nonetheless, at the heart of the matter remains the power of storytelling and authenticity - which can only built up over time rather than a flash in the pan campaign.

Desmond Ku, founder and director of The Bridge Agency added that local or legacy brands are suitable for using nostalgic factors to engage customers. "Collective memories can help drive public sentiment and many people really cherish their memories of the good old days," he said.

Echoing Lam, he added that brands need to first ensure that the DNA is aligned with nostalgia and ensure there is proper association with nostalgic factors, rather than gimmicks in execution.

History of the building

Meanwhile, the research team, formed by "Walk in HK" members, experts in tourism, urban studies, architecture and history, initiated research and investigation on the history of the building, which later revealed that it was built before 1937, and acted as the city’s only building directly related to intelligence work carried out during World War II.

Moreover, the four-storey veranda was one of a few that was requisitioned by Japanese forces during the occupation between 1941 and 1945. The report conducted by the advocates analysed the value of the building in accordance with the six criteria of the Antiquities and Monuments Office, including historical value, architectural value, authenticity, rarity, composite value and social value, and all evidence concluded that the heritage’s value is far more than its current rating.

Paul Chan, co-founder of Walk In Hong Kong, said in a press conference that the biggest discovery of this research is that the building has an important relationship with the history of the Japanese occupation. He added that during the Japanese occupation, the location of the building was where Japanese civil affairs officials and soldiers lived. In the early days of the Japanese occupation, Liu Songdi, the original owner of the house, shared food with relatives, friends and passers-by who sought help from afar.

Liu Songdi had three sons, the research team has found their descendant Chen Yanping, Chan quoted Chen Yanping's statement that the Café Evergreen, which was run by the Chen family on the ground floor of the building, was occupied by the Japanese army and became a dining place for civil affairs officials.

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