Rezwana Manjur

As Coca-Cola is gradually relaunching the iconic “Share a Coke” campaign globally, it has landed in Hong Kong with authentic digital experiences that appeal to Gen Z audience. Originally initiated in 2011, Share a Coke made an impact on a global scale by turning Coca‑Cola bottles and cans into personalised keepsakes by swapping out the logo with popular first names – that encouraged fans to connect and make memories with friends and loved ones.

Six years have passed since the iconic fashion show that reshaped global perceptions of “Made in China.” In 2018, Chinese sportswear brand Li-Ning stunned audiences at New York Fashion Week, signaling a powerful shift in Chinese identity on the world stage. What had been quietly brewing as the guochao (国潮) movement - an embrace of national pride and cultural heritage - finally exploded into the mainstream.

User-generated content (UGC) has long been a growing trend among brands as they look for authenticity and connection with consumers. It fills social media feeds, improves brand metrics and affects purchasing decisions. Interestingly, UGC is 9.8 times more impactful than influencer content and 6.6 times more influential than brand-generated content, with 79% of people saying UGC highly impacts their purchasing decisions, according to Hearts & Science.