How to use cultural symbols to attract Chinese millennials

Chinatown London


#SteamIsAlsoAnArt# campaign


Reinvent Chinatown London from a tourist spot to a destination for the Chinese student community to savour memories of home


Pinpoint a cultural concept that makes Chinese students feel at home
Leverage in-store discounts to attract students to Chinatown

Making it happen

We identified steam (烟火气) as the most universal symbol that links Chinatown restaurants to students’ kitchens at home
Hylink invited Chinese student unions from London universities to participate in the production of the short film
Launched a KOL (Key Opinion Leader), social media advertising and original storytelling content campaign embracing the concept of ‘steam’


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