DL電笠 positions to become the voice of contemporary and a Gen-Z digital platform

If 號外 City Magazine defined the voice of a generation in the 70s, and Milk Magazine created a new youth marketing trend in 2001, then it seems apt that the 2020’s usher in a new generation whether it is the audience, a media form, or a business model.  

Launched in 2021, DL電笠 considers itself to be the voice of the next generation. The word “電笠” is derived from the Japanese Kanji「電灯の笠」, meaning lampshade. This underpins the philosophy of the ambitious digital platform which hopes to bright to light a myriad of stories, opinions and points of view. 

French philosopher Jean-Jacques Rousseau once said, “The person who has lived the most is not the one with the most years but the one with the richest experiences.”

Decoding this further, director of DL電笠, Yuk Wong said, “The ‘richness’ does not only refer to emotional sentiments, but also includes texture - something held in your hand, hidden in your palm. Adhering to this belief, under the same sky, we tell stories of our own. We are the lampshades that brighten up our world.”  

DL電笠, being a platform that aims to bring content creators of all backgrounds and generations together, brings together a list of contributors from local university students, scholars with PhDs from Beijing Tsinghua University, Taiwan book critics, Japanese designers, photographers from Los Angeles, and professors from The Tianjin Academy of Fine Arts, says Wong.  The company mantra or slogan - Voice of Contemporary ______  - is designed to make sure it’s listening to its contemporaries. The blank line at the end is to be constantly re-evaluated and refilled with - “what are the most representative issues of our time?”  

“This is our definition of diversity,” said Wong. “That’s why we focus on our Vision columns, touching on topics from fashion trends, culture, art, philosophy, sustainability, news and social phenomena, even mysterious pseudoscience, in a holistic yet simple way.”  

“In addition, we portray the content in various formats, be it a famous quote, a singer’s voice recording, a city snapshot, or in-depth article. At the same time, our clients are able to easily locate the most suitable positioning for collaboration opportunities,” he said. 

A focus on mobile experience

This idea of diversity of thought, opinion, aesthetic and contribution is applied not just to the company’s operations, but also in the experience it creates for its experience and audiences. 

“A Kieślowski movie fan, being a contemporary poet, can also be a fan of Chanel, cool hunting every season, and at the same time passionate about NASA’s studies on space technology,” explained Vincent Lau, managing editor at DL電笠.  

The readers of DL電笠 according to Lau are those who pursue the beauty of words and design aesthetics. Developing an all-encompassing mobile user experience that bridges the processes of content, function UI and UX has been integral to the platform’s success.  

“The mobile experience is a very important one, as we are being raised on mobile devices,” explained Lau.  Users can click into a playlist of celebrity interviews and hear from idols like Ian Chan, Edan Lui, Anson Lo, Jace Chan, Sandra Ng, Gordon Lam, Karen Mok, Joyce Cheng, Juno Mak, Karena Lam, and Kay Tse to name a few. 

The exclusive video interviews with celebrities released weekly by DL電笠 are for example displayed as vertical videos, which DL電笠 believe are the optimal format for its users to enjoy and bring an immersive experience. 

One topic, but limitless perspectives 

The user experience doesn’t end there. The editorial team will use keywords mentioned by their interviewees and then create a series of extended articles for their audience to deep dive into.  “No matter if it is a Canto-pop song, a movie, a book, or any trending product, it always contains mind-blowing knowledge and stories behind it,” said Lau.  

Audience engagement is further elevated by the celebrities DL電笠 invites to be featured as a guest editor each month. These celebrities set the tone and topic for that month’s readers and keep the content fresh and unique. 

In its 012 issue for example, Mirror’s Ian Chan served as a celebrity guest editor. The issue themed, ‘Searching for 52 Hz in the World’ was inspired by his songs “Got U” and “Breathing With You” which analysed his love-life philosophy and values.  The month after, film director and producer, Sandra Ng graced DL電笠’s editorial column in partnership with the Hong Kong International Film Festival.  

With the world increasingly turning to digital, it has been important to the company's founders to embrace the warmth, quality and nostalgia of a physical product. Taking its content from the online to offline DL電笠 distributes a physical pocket-size paper magazine in all Hong Kong Eslite Bookstores, K11, and university libraries for free.

“We want everyone to collect and appreciate the knowledgeable contents DL電笠 creates,” said Wong.

The article is sponsored by 3T6B.