Past is present: Why HK brands cash in on collective memory

In a time when capturing attention and driving social media engagement is more competitive than ever, nostalgia has emerged as a powerful marketing strategy among Hong Kong brands. By evoking cherished memories and cultural touchstones, brands are deepening emotional connections and revitalising their relevance in innovative ways.

One recent example is local supermarket chain Wellcome, which has transformed its Prosperous Garden branch into a nostalgic concept store celebrating Hong Kong’s cultural heritage from the 1950s to 1970s. Decked out in retro décor with photo spots and local products, the store features a striking LED façade inspired by classic neon signs and a “time tunnel” filled with vintage artifacts—inviting the community to reconnect with the city’s storied past.

Don’t miss: Wellcome transforms branch into retro Hong Kong experience

Similarly, Cathay has reintroduced its iconic retro livery in celebration of the airline’s 80th anniversary. Featuring the classic “lettuce leaf sandwich” design—a nod to its signature green-and-white stripes—the throwback aesthetic marks a tribute to the airline's legacy of connecting people since 1946.

Meanwhile, Colgate has launched its "Hong Kong Sentiments" limited-edition collection to celebrate over two centuries of heritage. This collection distills iconic elements such as the Star Ferry, Victoria Harbour, and the Cheung Chau Bun Festival into minimalist designs, seamlessly integrating the spirit of Hong Kong into everyday oral care.

Why are brands embracing nostalgia in marketing?

By leveraging a brand's history or heritage, advertisers can strengthen emotional connections, leading to an 8% increase in brand attention, according to Ipsos. Meanwhile, the rise of nostalgia marketing reflects a deliberate strategy to cultivate emotional ties and enhance cultural relevance in an increasingly fragmented landscape, according to a spokesperson from Colgate.

Taking the "Hong Kong Sentiments" collection as an example, the spokesperson said by spotlighting local landmarks and collective memories, it reflects the brand's shared journey with generations of Hong Kong families. “By turning everyday oral care into emotionally resonant experiences, Colgate not only strengthens brand affinity but also drives category demand through omnichannel engagement.”

While nostalgia taps into shared memories, it can also create fresh interest for younger customer segments, according to Irene Man, marketing director of food Hong Kong and Macau, DFI Retail Group. "By drawing on Hong Kong's cultural roots, it creates meaningful talking points that bring brands closer to customers’ hearts."

Indeed, advertising reflects the aspirations of its time, and the rise of nostalgia signals a growing desire—especially among millennials—to reconnect with Hong Kong’s culture and shared memories, according to Jarvis Wong, director at Omelette Digital. He added:

In a fast-moving city, nostalgia provides emotional grounding and cultural pride, particularly when long-gone cultural elements are reintroduced through distinctive aesthetic styles.

Balancing nostalgia with innovation for long-lasting appeal

To stand out beyond fleeting social media impressions, experts agree that nostalgia must be authentic and purposeful. Man emphasised: "Brands should anchor nostalgia in a unique brand purpose and reconnect it to the audience's daily life, rather than relying solely on aesthetic recall."

Taking Wellcome's recent partnership with local lifestyle brand G.O.D. to hand-paint a unique mahjong set and festive versions of traditional games, Man said food, mahjong and games are all part of celebrating with family and friends during Chinese New Year. "These three elements are combined to connect more deeply with customers through shared experiences in a fun and relevant way."

“To add an innovative twist, we teamed up with G.O.D., another homegrown brand that shares our deep love for local culture,” she said, adding that the collaboration brings Hong Kong’s unique blend of nostalgia and humour to life in a new way to delight customers.

To ensure longevity, brands should be clear that nostalgia should be a starting point, not the end goal, said Omelette Digital’s Wong. “Brands need to reinterpret familiar memories through a modern lens — whether in design, behaviour, or experience — so they feel relevant, not recycled.”

Campaigns stand out when they tap into real local insights and invite people to participate, not just observe. Nostalgia works best when it feels lived, not staged.

How storytelling gives nostalgia longevity

To enhance nostalgia-driven campaigns while ensuring longevity, industry experts agree that brands can effectively combine emotional storytelling with innovative consumer experiences.

Storytelling gives context and meaning to nostalgia, showing why it matters to the audience, according to DFI Retail Group’s Man. “It opens a dialogue, sparks interest, and fuels imagination, which encourages sharing and gives a campaign a longer life.”

Furthermore, storytelling transforms brand heritage into living experiences, according to a Colgate spokesperson. For example, the “Hong Kong Sentiments” campaign launched by Colgate combines emotional storytelling with innovative experiences by pairing nostalgic Hong Kong landmarks with the modern "blind box" concept, turning everyday purchases into collectible moments, while crafting a heartfelt narrative that ties generations through iconic symbols, digital engagement, and community activations.

For example, Colgate's “Hong Kong Sentiments” campaign has combined emotional storytelling with innovative experiences by pairing nostalgic Hong Kong landmarks with the modern "blind box" concept, transforming everyday purchases into collectibles while connecting generations through iconic symbols, digital engagement, and community activations.

“This emotional storytelling empowers consumers to share their own memories, amplifying reach and reinforcing Colgate’s role as a trusted, generational brand that grows with every Hong Kong household,” said the spokesperson.

In essence, storytelling makes nostalgia human and relatable, said Omelette Digital's Wong. "Relatable, everyday stories help audiences see themselves in the campaign, turning memories into emotional connection — and connection is what makes campaigns endure."

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