Tucked away in a modest building on Kau Yuk Road in Yuen Long, Hong Kong, lies a small shop called GOODs LUCK. Despite its size of less than 10 square meters, the store attracts over 200 visitors daily and generates a daily revenue exceeding 2,000 Hong Kong dollars. It also boasts nearly 3,000 followers on the popular social platform, Rednote. Among local Hong Kong high school students, it has earned the nickname the "Akihabara of Yuen Long." The owner, Neville, hails from Wenzhou and holds a master's degree from Hong Kong, where she has lived for around three years. A former Apple salesperson, she leverages her sharp insights and data-driven approach to decode the underlying logic behind Hong Kong's Generation Z's willingness to "pay for their passions."
Analyzing personas to understand their true needs
Neville once remarked, "If people from Wenzhou don't do business, are they going to work for someone else?" Born and raised in Wenzhou, Neville completed her master's degree in Hong Kong and opened her goods store in September 2024.
Although Neville herself is not particularly fond of ACGN culture and is more inclined to buy Harry Potter-related items, she knows exactly what Generation Z is willing to spend money on. "I may not be into it personally, but I understand what this generation values," she explained. Hong Kong, as an international metropolis where Eastern and Western cultures intersect, has long been a hub for diverse influences, fostering a multicultural and inclusive environment. ACGN culture, in particular, has a strong fan base here. For many young people, merchandise is not just a product, but a symbol of social identity and emotional value. This is why Neville decided to open a goods store in Hong Kong.
The city, as a melting pot of various cultures, has created a diverse consumer market. Neville observed that the majority of her store's customers are middle and high school students in Hong Kong, who view goods as a badge of identity. Some are even willing to spend a week's worth of pocket money on these items. She noticed an interesting trend: "Many girls buy large quantities of goods at once and decorate their transparent bags with them, proudly displaying their purchases."
A smaller group of consumers includes Gen Z university students and young professionals, who are often willing to pay three times the price for merchandise sold on online stores for specific otome games. Neville interprets this as "emotional compensation for urbanites in Hong Kong." In her words, "Spending 50 to 60 Hong Kong dollars on ready-made merchandise offers a sense of escapism and emotional healing from the pressures of everyday life."
Popular IP Eensures profit, niche IP drives traffic
Chinese mainland has developed a highly efficient and mature supply chain for the goods industry, offering significant advantages in product design, manufacturing, logistics, and marketing planning. Unlike the well-established e-commerce systems and private traffic channels in Chinese mainland, Hong Kong's goods consumers remain highly dependent on offline shopping.
Neville takes advantage of overseas logistics barriers (with shipping costs for Japanese goods at HKD 60 per kilogram) and local channel advantages by selling mainland-produced official merchandise. For instance, she sells items priced at around RMB 18 for HKD 40-50, achieving a gross profit margin of over 60%. "Everything is expensive in Hong Kong. Everyone knows it's cheaper to shop in Chinese mainland, but you can't do that every day," Neville explained. Her profitability comes from capitalizing on Hong Kong consumers' willingness to pay for the information asymmetry between regions.
Despite these advantages, Neville faces fierce competition in Hong Kong's goods market. Standing out, attracting customers, and building a stable customer base is no easy task. To tackle this, Neville replaces emotional decision-making with data-driven strategies. In her free time, she actively engages with Hong Kong consumers on online communities and in comment sections on Rednote, posting video updates every two days to precisely match demand.
"Some might criticize me for not being passionate enough about 'ACGN culture,' and that's true. But that doesn't mean I don't take product selection seriously. I have my principles and my bottom line. To do a good job, sometimes the ability to bring home the bacon is more important than passion. Plus, I have three cats waiting to be fed," Neville said.
"Popular IP ensures profit, while niche IP drives traffic." Neville's store primarily sells Japanese goods from "Identity V (Japan version)" and "Project Sekai," with single-item stocks limited to just 10 units to create scarcity and encourage repeat purchases. "Some young consumers message me asking for items from niche IPs, so I occasionally stock a few as traffic-driving posts on Rednote," Neville shared, outlining her strategy for generating revenue.
Understanding Hong Kong culture to foster cross-border cultural exchange
GOODs LUCK is strategically located, with a nearby post office that makes shipping and receiving convenient. However, Neville is also embracing the digital transformation of her business. Recently, she teamed up with friends from Chinese mainland to create an H5 web shopping platform that supports Hong Kong version of Alipay, which will integrate online reservations with offline self-pickups.
Neville has also set up an online group chat on Rednote called "Goods Luck Spiritual Shareholders" to better understand the interests of Hong Kong students. Some students even design their own goods for their friends. For example, a middle school student named Alian created a virtual character named "Koharu Karin," a top student from Hong Kong. She then used Taobao to produce badges in Chinese mainland factories, which were shipped to Hong Kong.
"Many people have shown interest in my 'Koharu Karin.' Sharing my badges with friends gives them a great sense of identity and affirms my creativity," Alian shared. She adds a more "personal touch" to Koharu Karin, turning her preferences and living environment into comics and posting them on Rednote, carefully polishing every detail. Koharu Karin's image is lively and adorable, with a distinct personality, as if she were a vibrant girl next door. Alian continues to engage in media operations on Rednote, attracting not only Hong Kong students but also netizens from Chinese mainland, who express their love for Koharu Karin through comments, likes, and shares.
As time goes on, GOODs LUCK has gradually developed a unique identity. Through her daily routine of welcoming and bidding farewell to customers, Neville has gained a deeper understanding of Hong Kong and its culture. In her view, a small piece of merchandise acts as a magical medium, building a bridge between Hong Kong and the Mainland a bridge that fosters emotional resonance and cultural identity between the people of both regions. On this bridge, the hearts of people from both places connect, nurturing a growing sense of cultural identity and national cohesion, while creating more possibilities for collaboration and success in various fields.
Reporter | Shen Jiayi, Wang Hao, Zhao Yike
The reporters are from Beijing Normal-Hong Kong Baptist University.
