Industry players on why HKers celebrate Father's Day for its meaning, not marketing

This Father's Day, we have not seen many brand campaigns flooding social media or media space in Hong Kong. In fact, Father’s Day remains rooted in genuine emotion, not marketing hype - a day where heartfelt appreciation, personal memories, and meaningful gestures take precedence over flashy promotions and commercial pressures. It’s a celebration driven more by connection than consumerism, reminding us that the most valuable gifts often can’t be bought.

This is coupled with a new study from YouGov which revealed that 64% of respondents worldwide say they celebrate Father’s Day, with the most common reason being that they find it meaningful (43%), well ahead of external factors such as social media (5%) and advertising (4%). The data is based on surveys of adults aged over 18 years old in 17 markets with sample sizes varying between 500 and 2,114 for each market. All surveys were conducted online during May 2025.

Regionally, respondents in Indonesia (48%) and Hong Kong (47%) were more likely to view Father’s Day as a meaningful occasion as compared to those in Singapore (42%).

Should the industry do more to encourage Hongkongers to spend and celebrate the occasion? MARKETING-INTERACTIVE spoke to some of the agency leads and marketers to share their thoughts.

1. Adwin Lau, marketing director, Fairwood

Unlike Western markets, where the occasion is heavily commercialised, Hong Kong’s advertising landscape tends to prioritise festivals such as Lunar New Year or Mother’s Day, which hold deeper familial traditions. Chinese fathers often express love for their families in more reserved ways, resulting in Father’s Day campaigns here frequently lack emotional storytelling. Instead, they rely on transactional promotions, such as discounts on generic gifts, which may fail to inspire participation.

Moreover, cultural factors including fathers’ long working hours and traditional stoicism, mean advertising needs to be more empathetic and innovative to resonate effectively. Without compelling narratives that reflect contemporary fatherhood, many Hongkongers may not feel motivated to celebrate the occasion.
For instance, local F&B brands often promote Father’s Day menus as an extension of Mother’s Day offerings without tailoring messaging to fathers’ unique roles, portraying them primarily as “breadwinners” rather than nurturing figures. In contrast, Mother’s Day campaigns are more emotive, emphasising gratitude and sacrifice. This imbalance may inadvertently signal that Father’s Day is less significant.

To elevate Father’s Day’s relevance, brands should move beyond discounts and invest in cultural storytelling. By highlighting authentic father-child dynamics such as shared meals or passing down life skills, campaigns can evoke deeper emotional connections. Showcasing diverse family structures, including new dads and single-parent households, will fosters deeper consumer engagement.

Effective strategies include collaborating with local influencers or KOCs who represent modern fatherhood for authentic advocacy; developing specially curated menu items catering to fathers' preferences with nutritious, comforting flavours or premium ingredients; creating memorable experiences through family cooking workshops, outdoor activities, or themed dining events; and leveraging social media to promote heartfelt user-generated content that emphasises appreciation over discounts.

2. Penny Chow, COO, IPG Mediabrands Greater China

In Hong Kong, traditional Chinese cultural perceptions shape how fathers are viewed—often as stoic pillars of strength rather than emotional figures. This belief can lead to the idea that celebrating Father's Day is unnecessary or even cliché. Advertising often fails to challenge this narrative, focusing instead on generic gifts that don’t resonate with this cultural context. As a result, many families may overlook the day, believing that expressing appreciation isn't needed or appropriate.

To shift this perspective, industry players should craft campaigns that honor the strength and sacrifices of fathers while also highlighting their emotional depth. By showcasing stories that reflect the quieter, yet profound, ways fathers express love and support, brands can create a more relatable narrative. By redefining the celebration as an opportunity for connection rather than obligation, we can cultivate a greater appreciation for fathers in Hong Kong!

3. Fiona Tin, regional director, Northeast Asia and Oceania, Nichebox

Luxury retail advertising in Hong Kong often fails to evoke emotional resonance, portraying fathers narrowly as successful businessmen, as seen in bank wealth management campaigns. These advertisements commodify Father’s Day through transactional gifts - watches, wallets, and pens - emphasising luxury items over heartfelt recognition of paternal roles. Unlike Mother’s Day, which features evocative narratives celebrating nurturing bonds, Father’s Day campaigns rarely highlight the reserved yet profound emotional contributions of fathers.

Additionally, limited marketing budgets and Hong Kong’s crowded retail calendar often push Father’s Day into the background, overshadowed by high-spending occasions such as Valentine’s Day, Mother’s Day, and Christmas. As a result, these campaigns feel uninspired and disconnected, failing to celebrate the diverse roles of fathers - care, guidance, and presence - beyond financial provision. To rekindle Father’s Day’s significance, luxury brands must create emotionally rich narratives that foster deeper connections among Hongkongers.

To increase Father’s Day spending, luxury brands must design experiential campaigns that encourage Hongkongers to express love and appreciation for fathers, celebrating their contributions beyond financial provision. Rather than relying on transactional, product-focused promotions, campaigns should inspire audiences to honor a father’s emotional presence through shared experiences and laughter. For example, a personalised perfume workshop could allow families to create scents that represent shared happy memories, fostering deeper connections.

By prioritising immersive experiences that celebrate fathers’ diverse roles - care, wisdom, and love - luxury retailers can reframe Father’s Day as an occasion for meaningful spending. Through emotional engagement and the creation of lasting memories, brands can inspire Hongkongers to embrace the day wholeheartedly and invest in celebrations that honor their fathers.

4. David Ko, managing director, RFI Asia

Father’s Day holds a unique challenge in Hong Kong. While the city values family and respect deeply, the celebration often lacks the attention it deserves. As someone in marketing and public relations, I believe this stems from a mix of cultural and societal factors, as well as a disconnect in how the occasion is marketed.

Hong Kong’s fast-paced, work-centric lifestyle leaves little room for reflection or emotional connection. People are so consumed by their daily grind that celebrations such as Father’s Day can feel like an afterthought. This cultural backdrop makes it difficult for traditional marketing approaches to resonate with audiences.

Compounding the issue is the way Father’s Day is often promoted. Many campaigns focus on sales or discounts, missing the deeper emotional connections that resonate with Hong Kong’s family-oriented culture. Fathers are often seen as quiet figures of sacrifice, and acknowledging these subtleties is key to creating meaningful engagement.

To truly honor Father’s Day, brands must move beyond surface-level promotions. Storytelling that reflects the quiet strength of fathers and celebrates evolving family values can bridge the gap. By connecting with the heart, we can transform Father’s Day into a moment that truly matters in Hong Kong.

5. Carbo Yu, regional executive director, Sinclair

Father's Day is a multi-faceted situation. Firstly, Hong Kong culture traditionally emphasises the mother's role as the primary caregiver, which can inadvertently place less focus on celebrating fathers. Secondly, it's not that advertising actively discourages Father's Day, but the reality of Hong Kong's marketing landscape, with its almost “fixed” marketing calendar, significantly impacts its visibility.

With stretched budgets and a relentless focus on immediate ROI, Father's Day campaigns often become an afterthought compared to the marketing blitz surrounding major holidays such as Christmas and Chinese New Year. This results in less impactful, less creative campaigns that struggle to deeply resonate with local audience.

For Father's Day to truly take root in Hong Kong, brands and marketers need to move beyond generic promotions and embrace storytelling that reflects local values and traditions. Instead of focusing solely on “spending and gifting”, campaigns could emphasise the importance of quality time, shared experiences, and the unique role of fathers within Hong Kong families. Incorporating a touch of local humour can also boost relatability and engagement. There’s a valuable opportunity to broaden the celebration by including grandparents, uncles and aunts, who often play a significant role in Hong Kong’s close-knit, multi-generational households.

Above all, every campaign, big or small, should tie back to the brand’s core values, ensuring the Father’s Day initiatives contribute to long-term branding and marketing success. The ultimate aim is to create a Father's Day that is less about commercial pressure and more about a genuine, culturally relevant celebration of fatherhood in Hong Kong.

A very recent and compelling example that could perhaps fuel our inspiration: If we consider "Jimmy O. Yang" as a brand, we can see how he frequently celebrates his father (not just on Father's Day) in his content and social media posts. He often depicts his father jokingly regarding him as "so weak", while simultaneously highlighting his underlying love and respect. This self-deprecating humour is very characteristic of Hong Kong, allowing us to connect with him on an emotional level. Imagine if we could apply this kind of storytelling to our brand communications...

6. Philip Chau, regional director, marketing performance and operations, Asia, Sun Life

Traditional Asian/Chinese cultures often view mothers as the primary caregivers, while fathers are seen as providers—a narrative advertisers amplify to craft emotional, dramatic campaigns. After all, who doesn’t want a story that touches the heart? This focus on mothers means Father’s Day gets far less attention. During my hotel days, I saw Father’s Day campaigns receive easily one-tenth of the budget and resources of Mother’s Day.

But marketers are wrong! Fathers respond just as deeply to emotional triggers. They may not always show it, but they certainly feel it. Marketers should embrace the chance to engage fathers with meaningful, emotional content. In fact, taking it up two notches can lead to fun and impactful campaigns.

A powerful way to create this connection is by using real life families or user-generated content to evoke a shared sense of fatherhood. Products and gifts can also be more imaginative, breaking free from the typical practical Father’s Day options. Fathers cherish unique, personalised experiences with their children and moments of indulgence just as much as mothers.

7. Agnes Lung, executive director and group marketing and digital officer, Uni-China Group

In many Eastern cultures, expressions of gratitude for fathers are typically more subdued compared to those for mothers, who are honoured for giving birth and nurturing their children.

This imbalance, combined with men’s more rational approach to spending, means that marketing strategies often focus on women as targets. Women tend to consider both practical needs and emotional factors in their purchases, also making it easier for them to be gift recipients. Thus, the influence of advertising may create an illusion that doesn’t align with cultural realities.

Understanding customer insights means recognising children as the primary celebrators of Father’s Day, rather than fathers themselves. This approach highlights the importance of grasping dads' needs. Since fathers are generally more rational, children find it easier to celebrate by emphasising togetherness and shared experiences instead of just products.

In this context, industry players should create resonant experiences for children, such as our Hong Kong Market beer festival, which promotes home cooking and unity. By catering to the diverse needs of families and ensuring accessible participation, businesses can remain connected with market trends and encourage customer spending.

8. Florence Kong, founder and managing director, WeGlow Hong Kong

In Hong Kong, emotional expression - especially among men - tends to be more reserved due to traditional cultural norms. Many children grow up feeling that showing affection or appreciation for their fathers is less expected or even awkward. Fathers themselves may downplay the occasion. As a result, Father’s Day lacks emotional depth in the local context.

Advertising hasn’t helped either - many campaigns focus on hard-sell tactics such as gadgets or set meals, missing opportunities to tell heartfelt stories rather than emotionally resonant campaigns. This commercial tone may fail to connect deeply with audiences who value authenticity. Father’s Day campaigns rarely explore the complexities of fatherhood or the sacrifices fathers make.

To truly connect with Hong Kong audiences, brands should shift from transactional promotions to emotional storytelling. A great local example is Handsome Factory, which shared touching stories of fathers and sons getting haircuts together - a simple, everyday moment turned into a meaningful bonding experience. This kind of authentic, culturally grounded storytelling resonates far more than generic sales messages. Brands can follow suit by spotlighting real family moments, whether through short films, user-generated stories, or collaborations with local creators. By tapping into emotions and shared memories, marketers can reframe Father’s Day as a moment worth celebrating - not just spending.

9. Silas Ho, senior vice president, WPP Media Hong Kong

For many Hong Kong people, especially in our culture, fathers are often seen as the quiet, strong ones who just take care of the family. They might not show much emotion, and because of this, some might feel that big celebrations such as Father's Day aren't really needed. Even fathers themselves might not think about how these days can actually bring the family closer and make good memories. We see this in ads too – Mother's Day ads are usually very big and emotional, but Father's Day ads tend to be a bit quieter, maybe reflecting this feeling.

Brands and agencies can definitely do more here. Instead of just pushing products, we should focus on the feeling behind Father's Day. We need to tell stories that show how important it is to appreciate fathers and how celebrating can create special family moments. The message should be simple: it's about showing your dad you care. If we can connect with people on that emotional level, it will encourage more Hongkongers to celebrate and spend on Father's Day in a meaningful way.

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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