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IDEAS WATCH
An Untapped Market Opportunity in Hong Kong
A close-knitted community that has shared values and culture also shares similar needs and desires for products and services. An example of that is the mainlander expat community in Hong Kong; they are a relatively small but dense market segment with a collectivistic mindset in brand trial and adoption that brands can create an unique proposition for.
WHAT IS THE MAINLANDER EXPAT (港漂) COMMUNITY IN HONG KONG?
They are predominantly young and female, well educated and possess high spending power.
WHY IS THIS COMMUNITY SO POWERFUL?
Multicultural, open-minded and well educated, they are an affluent group of people who enjoys the finer things in life.

It is a close-knitted community where word-of-mouth marketing is an opportunity as they share in-depth reviews which makes them a trustful voice.
WHY SHOULD YOU CONNECT WITH THEM?
As Gangpiaos, they have a different perspective to Hong Kong locals and so would experience and share content that is not only distinctive but also inspires a similar consumer group in Hong Kong and back home.

They also have a high reach with a fusion use of social media platforms, with influence beyond the community in Hong Kong into the Greater Bay Area and China, allowing the brand to have a well-rounded exposure.
Nurture a new group of brand advocates with us, and grow the brand share of voice beyond the local community in Hong Kong.
BRAND COUNTER VISIT
We invited over 35+ Gangpiaos to a brand counter visit to enjoy a pampering session from the beauty advisors. Adopting a 1+1 strategy, they spent an average of 40+ mins in-store enjoying a full brand experience and ultimately drove a 85% conversion.
BRAND ADVOCATES ARCHITECT
With a 3-tiered approach, brands can capture this market through collaboration with the KOLs and KOCs within the community through various social media platforms and formats to create synergy and high reach.
Find Out More
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