A cartoon farmer as a mascot for a Hong Kong chocolate shop, a colourful tree representing the iconic Choi Hung Estate, and a banner dyed with locally grown turmeric – these were created by secondary school students to help rejuvenate small, local businesses.
At SKH Lam Kau Mow Secondary School in Sha Tin, about 120 Form Three students joined a brand image course organised by Nan Fung Group earlier this year. Pupils worked with four local shops to help craft fresh designs that resonate with the city’s younger generation.
Tasked with the packaging design for chocolate bars from Gok3choco, 14-year-old student Vincent Zhou was inspired by Peko-chan, one of Japan’s oldest and most beloved candy mascots.
“After tasting the chocolate in class, I started brainstorming ways to channel my emotions into this product and attract customers from different backgrounds. I thought that using a fun and appealing character could help draw people in,” explained Vincent, whose cartoon mascot has the same wide eyes, brown hair and blushing cheeks as Peko-chan.
But Vincent’s version depicts a girl as a farmer in a blue jumpsuit and wide-brimmed hat, with cacao beans in her hair. This is meant to reflect the artisanal brand’s focus on raw, organic ingredients.
“There aren’t many made-in-Hong Kong products. When I encountered this interesting local chocolate brand, as a Hongkonger, I felt a sense of responsibility to support it,” he said.
To gain hands-on experience in brand design and marketing, the students took part in eight workshops where they engaged with industry experts and shop owners. Not only did the pupils craft designs to help these retailers stay relevant, but they also attended a weekend bazaar with the business owners to introduce the products to customers.
“Courses like these can enhance my competitiveness for the future and give me an early understanding of ... entrepreneurship,” Vincent added.
Revitalise local businesses
During the Covid-19 pandemic, many Hong Kong entrepreneurs turned to e-commerce as bricks-and-mortar businesses were hit hard by the city’s social-distancing regulations. The retail sector has continued to struggle as more locals choose to spend their money across the border in Shenzhen.
The founder of Gok3choco, Yannie Lam, launched her online shop in 2022. She shared that business could be highly unstable, recalling a month when she did not receive a single order.
“Many people associate chocolate with ... being unhealthy, but in fact, cacao is a superfood. I want to dispel these misconceptions,” said the shop owner, who is in her 50s.
Gok3choco is one of the first Hong Kong brands to produce raw, organic chocolate using just three ingredients, with no preservatives.
Lam’s mission is to challenge the notion that chocolate is merely junk food, and she hopes to inspire Hong Kong people to be more health conscious.
Hong Kong primary students use film to explore the culture of Tsuen Wan
After incorporating packaging that was designed by 30 students from the workshop, Lam shared that the shop quickly sold out of these products.
“At the market, I realised that the beautiful packaging was very popular with customers,” Lam noted.
She added that this programme was a great opportunity for young people: “Secondary school students today mostly learn from textbooks, missing out on learning things that could inspire new interests and perspectives.”
For Kongcept, a local brand promoting Hong Kong culture, 14-year-old Scarlett Chan designed a postcard. The student created a collage of a tree based on the colour palette of Choi Hung Estate, which has been slated for redevelopment. Her design was printed on 30 postcards that were sold at the weekend bazaar.
“The way the colours transitioned on the tree made me feel that, even as Choi Hung Estate faces reconstruction and its outer walls begin to peel, nature will always bear witness,” she explained.
“As more parts of Hong Kong undergo redevelopment, it’s crucial to find ways to preserve and pass down these traditions so more people can understand and appreciate them.”
Outside the classroom
For Scarlett, working with Kongcept has helped her realise that her career does not have to follow a traditional path.
“My teachers and family have always told me, ‘Study hard, get into medical school, become a doctor, and make good money.’ But this experience made me realise that other careers aren’t as far out of reach as I once thought,” she said.
Vicky Hei, 14, designed a banner for Very Ginger Hong Kong, a store selling ginger products grown in Lai Chi Wo, one of Hong Kong’s historic Hakka villages.
The pupil felt that the project had given her valuable insight into Hong Kong’s agriculture and history – in a way that helped her connect with the city.
“We shouldn’t just study mechanically; we need to go out, experience the world and learn how to communicate with others. These are the skills our generation truly needs as we step into society,” Vicky emphasised.
Kongcept’s tours, Instagram posts are sharing Hong Kong’s unique culture
All three of the teens felt that their involvement in the programme made entrepreneurship seem more attainable – even as secondary school students.
They hope their contributions can help preserve the city’s heritage, while also raising awareness about health and the environment.
Vicky believes that the younger generation needs more opportunities like this to delve deeper into Hong Kong’s unique culture.
“Young people today don’t know enough about these things. Learning about local shops like these could shift our values and perceptions. It might even influence how we talk about and present Hong Kong,” she pointed out.
“The biggest advantage young people have in society is [our] ... creative mindset. At our age, this is a great opportunity for us to channel the creativity – that we don’t often get to express in class – into something meaningful.”
Why this story matters: Many small businesses in Hong Kong are struggling to attract customers, but a school programme is giving teenagers the chance to learn entrepreneurial skills while creating fresh designs for these local companies.
