Why HK brands are betting big on IP collaborations

Intellectual property (IP) is seen as a cornerstone of Hong Kong's creative industries, driving innovation in film, television, gaming, music, and publishing. According to HKTDC Research, IP accounts for about 30% of the city's GDP and employment, underscoring its vital role in economic growth.

Recently, MARKETING-INTERACTIVE has also observed a surge of news about Hong Kong brands embracing the IP collaboration trend. For example, Pizza Hut Hong Kong has teamed up with the manga series ONE PIECE for a new campaign, while HK Express collaborates with the Korean dinosaur character Joguman to celebrate travel individuality. Additionally, Chow Tai Fook Jewellery Group has partnered with the beloved Japanese manga Chiikawa to launch an exclusive themed jewellery collection.

On the other hand, Lee Kum Kee has partnered with Bandai to transform their iconic sauces into miniature gashapon keychains, and McDonald’s Hong Kong is offering a limited-time summer menu for the "CHIIKAWA DAYS" exhibition.

With numerous collaborations emerging, it’s clear that brands are increasingly leveraging popular IP to engage customers.

The charm of IP collabs engaging young consumers

IP collaborations have become a strategic trend for brands in Hong Kong to engage younger consumers, as modern shoppers increasingly seek emotional value in their purchases, prompting brands to carefully select IPs that resonate with these audiences to build deeper connections and enhance brand relevance, said Patrick Cheung, chief digital officer, Chow Tai Fook Jewellery Group.

“These partnerships often tap into anime, comics, and games (ACG) culture and fashion, allowing brands to connect with emerging customer segments and unlock a new door of opportunities for business growth,” he added. 

Indeed, Chow Tai Fook has exemplified this approach through its strategic collaborations with notable IPs. These include “Black Myth: Wukong” (黑神話：悟空) and trending anime “Chiikawa”, Doraemon, Crayon Shin-chan, and LINE FRIENDS. The Chiikawa collaboration garnered an overwhelming market response, with some items selling out within two hours on launch day. The "Black Myth: Wukong" collection effectively engages male video game enthusiasts, driving personal purchases and penetrating a previously untapped market segment, said Cheung.

These strategic collaborations not only broaden market reach but are also instrumental in attracting younger consumers, according to Cheung. He added: 

Select IP collaborations cultivate the next generation of gold jewellery customers while enhancing our brand’s desirability. 

While IP collaborations have become a fantastic way for Hong Kong brands to connect with younger demographics, they also appeal to a wider audience of all ages and backgrounds, according to Jan Lee, managing partner and director of dentsu Entertainment. 

When brands time their collaborations well, such as by aligning with an IP’s happenings or a cultural moment, they can achieve surprising and widespread success, said Lee, adding that the key is finding the right IP for the right crowd.

Echoing Lee's view was Halo Cheng, executive creative director at Publicis Groupe Hong Kong, who said that while brands must remain relevant continuously, especially given that Hong Kong consumers are highly design-conscious and culturally aware, this is where IP collaborations serve as a magic boost.

“They generate instant buzz and excitement, and with curated storytelling, brands can leverage the fan base of the IP to reach new customers and boost visibility and credibility,” she added. 

How can marketers make the most of it?

With so many brands jumping on the IP bandwagon, just using an IP as a visual gimmick isn’t enough. If a collaboration doesn’t capture what fans love about the IP, it’s likely to fall flat, according to dentsu Entertainment’s Lee. She added:

The magic happens when a brand’s identity, the essence of the IP, and what customers care about all come together.

Trend-savvy consumers in Hong Kong may become desensitised to IP tie-ins unless brands provide something genuinely unique. Thus, a global IP must be adapted with highly localised elements to create authentic connections and align with the brand’s perceived value, said Publicis Groupe’s Cheng.

Due to the fast-paced nature of Hong Kong consumers, who often seek exclusive content, products, and experiences, marketers should leverage various channels, from social media and retail to experiential and digital platforms, to tell a cohesive story that enhances the brand narrative, she added.

And remember, one-off stunts fade fast; long-term partnerships build equity.

In the meantime, meticulous craftsmanship and exceptional quality are essential not only for meeting consumer expectations but also for showcasing the brand's capabilities to its IP partners, according to Chow Tai Fook’s Cheung.

On the marketing front, marketers can leverage IP collaboration as a key path to achieving brand differentiation through space and user engagement in the context of the rapidly evolving global retail landscape and increasingly diverse consumer preferences, according to Robin Liu, chief marketing officer of MINISO.

For example, MINISO has recently teamed up with ONE PIECE to launch a new lineup of collaborative merchandise consisting of over 300 officially licensed products in Hong Kong and worldwide. The brand not only delivers high-quality IP products but also creates immersive themed pop-up spaces and in-store interactions, allowing global consumers to truly experience the IP brought by MINISO, according to Liu. He added: 

This experiential marketing greatly enhances brand visibility and memorability.

By creating emotionally valuable products and scenarios through new IP, design aesthetics, immersive experiences, and a localised global launch strategy, MINISO aims to meet young consumers' needs for personal expression, reinforcing its image as the "IP good collection place”, Liu said. 

The future of IP collab

IP collaborations are set to grow significantly, which is expected to surpass HK$360 billion in China by 2029, according to a report from iiMedia Research. Looking ahead, brands should see IP partnerships as part of a long-term strategy, not just a one-off event, said dentsu Entertainment’s Lee. 

“By planning for cumulative impact and staying true to the brand’s vision and identity, brands can create emotionally engaging, multi-format collaborations that grow alongside their audience,” she added. 

Building a sustainable IP ecosystem that balances commercial value with cultural appeal through IP collaboration is also a viable approach, according to MINISO’s Liu. The brand is signing artists, developing original IPs, and investing in creative assets to form long-term competitive advantages.

In fact, beyond licensing existing IPs, some Hong Kong brands are developing their own characters and story worlds to build long-term brand equity. For example, the Industrial and Commercial Bank of China (ICBC) has recently unveiled a new brand IP to inject flexible and innovative elements into traditional financial services.

"I think we’ll see more hybrid models combining co-branded IPs with original creations… The future of IP collaborations in Hong Kong is as exciting as opening a blind box!" said Publicis Groupe's Cheng. She added: 

The blind box trend and card trading have exploded in popularity, especially when tied to IPs, and more gamified formats are also gaining traction.

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