Challenge:

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

Strategy:

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’.