Market Situation

Millennials in Hong Kong are sometimes unfairly perceived as having a lackadaisical outlook towards traditions. But, in truth, millennials care a lot; they just have their own way of showing it. In fact, the modern world calls for us to keep our minds open, as families, these days, define their own way to celebrate. And HSBC understands that, in Chinese culture, it's not what you say, it's what you do that matters most. So this year, to celebrate Lunar New Year 2019, HSBC has taken a walk in the shoes of a millennial to tell a truly modern-day Chinese New Year story,proving that the 'me' generation is also a generation that cares, and that actions speak far louder than words ever could.

To share the millennial Chinese New Year story, HSBC launched a campaign using Facebook Stories, producing a "docu-series" that follows a typical HK millennial in the days leading up to New Year's Day. HSBC wanted to show it's not what you say, it's what you do that matters most.