Posts filed under ‘hong kong’

36 (Asian) Youth Facts in 159 Seconds

Ju (MindShare, Regional Team) writes:

The threebillion project put together a fascinating video on behalf of MTV Asia for the Music Matters Conference in Hong Kong late May ’07. The video features 36 facts dedicated to Asian youth in 159 seconds.

From threebillion: Whether it be teenage marriage in India, mobile phone usage in Japan, Filipino TV watching or Saudi Arabian Bluetooth porn, each market is rich it’s own brand of youth culture. This video is dedicated to the best thirty six facts we could find.

For those still waiting for the day the internet is free from censorship, here are all the facts and some screen captures of the video, courtesy of Global Nerdy.


  • There are 3 billion people under 25 on this planet
  • 61% of them live in Asia
  • 67% of young Asians have downloaded music in the last month
  • Only 27% paid for it
  • Hong Kong youth spend the most time online per day (4.7 hours)
  • Indonesian youth spend the least (0.9 hours)
  • Young Filipinos watch the most TV per day (6.2 hours)
  • Young Chinese watch the least (3.2 hours)
  • There are 37.5 million gamers in China
  • 90% play online games
  • Weekly, Korean teenagers will spend
    • 14 hours on the computer…
    • .12.8 hours watching TV
    • 0.7 hours reading newspapers
  • Taiwan has the highest teenage birthrate in Asia
  • South Korea has the lowest
  • 45% of young Japanese women said they were in love
  • Only 30% of young Japanese men said the same
  • 82% of Japanese teen males said they used contraception the first time they had sex
  • Only 12% of Japanese 20-year-olds use the home PC to access the internet — the same level as 50-year-olds — they’re using their mobile phones instead
  • 26% of all youth deaths in China are from suicide
  • In India, 50% of girls will be married before they are 18
  • In Nepal, the rate is 60%
  • 85% of Korean teenagers own a cell phone
  • They send an average of 60 messages per day
  • 46% of students send messages in class
  • “Our children are seriously addicted to cell phones” — Parent’s Union Spokesperson
  • Chinese people spend 10x more money on the internet than people in the west
  • It represents 10% of their monthly income
  • Who prefers a laid-back hassle-free lifestyle?
    • 14% of Chinese teens
    • 22% of South Korean teens
    • 43% of Japanese teens
  • 99% of Saudi teens use Bluetooth
  • 99% said that the device had broken social taboos
  • 85% said it was safe for communication with the opposite sex
  • 69% of messages exchanged by Saudi teens were pornographic

June 18, 2007 at 1:31 pm 4 comments

HK Terrestrial TV Goes Digital

Candy (MindShare, Regional Team) writes:

By this year end, both ATV and TVB will adopt mainland China’s national standard to transmit digital programmes to 40 to 50 percent of households, according to South China Morning Post.

The coverage will go up to 75% by 2008 and full digitalization will take place no later than 2012.

With digital broadcast, there will be 8 more free channels such as business, entertainment news and TV shopping accessible by viewers who can even experience the surround sound and high resolution images if their TVs are HD compatible.

That says HK’s TV landscape is likely to experience a big switch which may have far-reaching impact to media agencies, advertisers and the overall media industry.

Some implications/food for thought:

1) Will it accelerate TV inflation as broadcasters need to find ways to cover the huge investment cost for building transmission stations and producing digital programmes?

2) The datacasting and interactive capabilities of digital broadcast ideally can provide advertisers and media agencies a creative, engaging and measurable communication platform in reaching the consumers. While current Pay TV can do the same, it is less promising than Terrestrial TV in terms of audience delivery. With so many benefits going along with Terrestrial TV’s digital broadcast, will it invite reallocation of existing communication budget to put more behind it? And if the pie is fixed, which medium/media will suffer?

3) Will the new channels that provide more targeted programming be able to attract irregular TV viewers? Is the TAM system geared up to capture this coming change?

4) On the social side, will it narrow the “digital divide” with this sophisticated communication platform easily and readily made available to the mass by just a few hundred HK dollars to get the digital receiver?

June 8, 2007 at 2:36 am Leave a comment

Australian bank invents iPodinomics


Paul (MindShare, Bangkok) writes:

The famous Big Mac Index, developed by the Economist Magazine over 20 yrs ago, now has a new challenger in the form of the Ipod. Burgernomics is based on the theory of purchasing-power parity, the notion that a dollar should buy the same amount in all countries.

The people at Commenwealth Securities in Australia believe that their IPod Index is superior to the Big Mac index for a number of reasons. Read more here: The CommSec iPod Index.

Here’s how Asia compares:

CommSec iPod nano index, 2 gigabytes, US dollars, January 2007

Brazil $327.71
India $222.27
Sweden $213.03
Denmark $208.25
Belgium $205.81
France $205.80
Finland $205.80
Ireland $205.79
UK $195.04
Austria $192.86
Netherlands $192.86
Spain $192.86
Italy $192.86
Germany $192.46
China $179.84
Korea $176.17
Switzerland $175.59
NZ $172.53
Australia $172.36
Taiwan $164.88
Singapore $161.25
Mexico $154.46
US $149.00
Japan $147.63
Hong Kong $147.63

February 13, 2007 at 2:34 pm 1 comment

Adidas & Robbie in Oz – Let me entertain you


Angela (MindShare Melbourne) writes:

Robbie Williams: showman and consummate entertainer. At his recent Close Encounters tour in Australia the British icon did more than sell music and his sexy bad-boy image to 490,000 animated fans. He sold us Adidas.

The branded content was a perfect extension of his Adidas association with the ‘Rudebox’ album. Custom made Adidas tracksuits were shaking the stage and the three stripes and originals logos intertwined with Robbie screen visuals.   I left the concert with 3 thoughts. 1/ who’s the lucky girl tonight? 2/ where do I get a Robbie’s original RPW adidas hoodie?  3/ how many millions did adidas pay to secure the concert deal? I have the answers to all 3, but my lips are sealed on #1!!  

According to official Adidas reports, it was Robbie Williams who approached them to investigate the possibility of custom-made tracksuits for the cover of his ‘Rudebox’ album to compliment a line in his song –  “A.D.I.D.A.S. Old school ‘cos it’s the best”.

The company was “happy to enter into this project” . 300 super-limited edition tracksuits went on sale exclusively at 10 Adidas Originals stores across the globe in October. Hong Kong was the only Asia Pacific store to receive any.   There’s no mention of a monetary exchange, and Robbie is not listed as having as a sponsorship partner with the sports brand.  

This relationship is a brand’s ultimate dream – A global star who wears his philanthropic heart and beloved three stripes on his sleeve.  Robbie, you can entertain me with Adidas anytime! 

January 4, 2007 at 3:06 am 2 comments

Blogs help form Asian communities of cool


Ju (Mindshare regional team, Bangkok) writes:

Complementing my post on bloggers on Honeyee and the Nike+ Challenge, it seems that, even outside of Japan, opinion leaders of youth culture are blogging their way to establish themselves as leaders of the cool community.

These are a few examples from the Tribal Times report on Online Communities:

In Hong Kong, the popular street magazine Milk Magazine has its own roster of music artists signed onto their record label ‘SillyThing’. Silly Thing’s official site ‘Think Silly‘ links to its artists’ blogs who use the portal to build their fan community. Among those blogs is that of Milk’s founder TK, which features products, ideas, and anything else that catches his attention.

Singapore’s cool kids are following Terratag, a graphics design brand of ‘innovative anglo-japanese hybrid’ that spans the world of fashion, art, and design. Terratag’s creations, personality, and events are brought to life via its website, two blogs (LiveJournal and Blogspot), a MySpace account, and photos on Fotolog and Flickr. Its UK creator has traveled to Singapore and Malaysia to open exhibitions last year.

In Bangkok there is ‘DudeSweet‘ which began as an indie-rock cult, but now organizes events ranging from club nights to fashion shows. Its founder’s MySpace account connects to the community of figures that define the local alternative world of music and the arts. The page shows flyers for upcoming events, offers visitors a discount to its parties, and includes a mailing list.

Being avid networkers and content generators, these opinion leaders have learned how to direct online activities for their own real-world interests. By allowing members to cross back and forth between virtual and physical worlds, these blogs can strengthen a sub-culture’s sense of community, and consequently, their engagement with associated brands.

December 18, 2006 at 5:55 am 4 comments

Hong Kong company’s avatar-based mobile Top Model game

cbs-interactive-and-artificial-life-to-release-039-039-america-039-s-next-top-model-039-039-mobile-avatar-game-2.jpgJames (MindShare regional, Singapore) writes:

I just read this anouncement covered at softpedia . If there was a contest for fitting sexy buzz-words into one press announcement, this would surely win. Here’s the highlights:

  • CBS Interactive and the Hong Kong-based company Artificial Life announced they will launch the first avatar-based mobile game tied to “America’s Next Top Model.”
  • It’s debuting in US, then HK, then other countries
  • Cost of game in US will be $5.99 
  • Players get an avatar, which is a representation of an actual show contestant.
  • Players need to choose their favorite and least favorite contestants from the TV show.
  • Players must take care of their avatar’s modeling career, overseeing details ranging from workout routines to makeup and clothes, to get points
  • Players may receive complaints and even get fired by their virtual model.
  • You can send your avatar “on vacation” to a friend’s cell phone.
  • When sent, the friend will see the character knocking on the cell phone screen with a suitcase in hand. If they accept the avatar, they will take on the responsibility of taking take care of her for a set amount of time.
  • Artificial Life will develop several mobile games over a license period of two years.

I’ve got to say, something sounds just right about this whole concept for Asia. I’m keen to know how brands are going to get involved. Anybody heard more about it?

December 14, 2006 at 4:31 pm 30 comments

The cult of HK Bus Uncle

The Hong Kong Bus Uncle (巴士阿叔) video (view below) is now 3 months old, but it still provokes heated discussion. The full gory details of the event, the ongoing saga, and the cultural significance of the Bus Uncle, continues to play out at sites like wikipedia.

First, the facts so far. On April 27, 2006, a video clip captured a verbal argument between an older and younger man aboard a bus in Hong Kong . The clip was taken by a passenger, uploaded to HK Golden Forum, and then quickly mirrored on YouTube and Google Video. Soon after its debut on YouTube, the 6-minute clip became a cultural sensation in Hong Kong and inspired vigorous debate and discussion on life and etiquette in the city. Attracting over 5 million hits, the clip became one of YouTube’s most viewed items in May 2006, attracted the attention of local and international media, and created catchphrases in HK and Chinese communities around the world. The cult of Bus Uncle spread fast to mainstream media, including sports TV promos, sitcoms and an ad for bottled water at PARKnSHOP.

So what more can I add? Nothing other than to mention that the Bus Uncle is one huge, throbbing metaphor for the subject of this blog, in several weird and wonderful ways:

  1. It demonstrates the power of weirdly-compelling user-generated content to truly engage with people
  2. The argument and tension between the older and younger man neatly captures the widening generation gaps in Asia
  3. The cult video was captured on a Sony Ericsson camera phone, a reminder of Asia’s mobile phone infatuation
  4. Bus Uncle would never have taken off without online communities like the HK Golden and then YouTube, but it’s the mainstream traditional media who still benefit, from increased newspaper circulation and fresh new content
  5. All across Asia there is an ongoing debate about the state of traditional and Asian values. Bus Uncle is part of the debate: should the young man have tapped the older man on the shoulder? Is city-life ripping apart Confucian values? Who was losing face?

Anyway, if you haven’t seen the Bus Uncle rage yet, enjoy!


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July 18, 2006 at 4:15 pm Leave a comment

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