Present

The taste of food links to our feelings. Memories of food taste remind us of the forgotten and the bygones.

In Hong Kong, it may be a cup of the traditional milk tea, a bowl of curry fish balls, a dish flavor of Siu Mei or a packet of local beverage. In the past decades, many beverage brands have occurred in Hong Kong. Some have already faded away from our view while others are still popular. Among them, Vitasoy is a typical one that has accompanied generations of HKers till now.

Since Vitasoy has already succeeded in local market, it always thinks of expanding internationally. Now it has branches in mainland China, Singapore, Australia and the U.S. But just like the student Lee from Beijing in the first scene of the video, many people do not know much about it. In other words, its Hong Kong identity is no longer recognized by many customers. It seems that this phenomenon makes no harm to its revenue so is it still meaningful to emphasize its unique feature of being a Hong Kong brand?

As an international metropolis, Hong Kong also attracts many foreign companies like Coca Cola and Nestlé. They have brought new drinking culture to HK and also launched new products which adapts to the environment here. So, they become a challenge to those local brands. Then how can local beverage keep market share? As shown in the second scene, is it a good idea to development new drinks like soda? Or is it necessary to stick with the original flavor?

These are some crossroads that Vitasoy once faced and they still have influence on this company now. This project will use Vitasoy as an example to illustrate the past, present and future of local beverage brands.