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International PR & Marketing Consultant

  • Mandy Queen

Thinking Outside the Box: Packaging as a Key Element for Successful International Brand Expansion

Updated: Nov 15, 2023

Supermarket featuring Asians looking for products

Expanding your food and beverage brand, or any product or service, into a new market is a thrilling venture, and Hong Kong offers a great prospect for growth with its diverse culture and discerning consumers. It is also the gateway to the Asia Pacific region.

In our previous post, we discussed the significance of localisation as a strategy for connecting with the local community. We shared the success story of a client who employed a brilliant approach to stand out in Hong Kong's competitive bar scene – infusing local flavours into their cocktail menu and naming the cocktails after the areas surrounding the bar, which resonated with the city's neighbourhoods.

However, what if your food and beverage product doesn't adapt to such adaptations or you face budget constraints preventing significant product alterations? In this case, turning your attention to packaging can be a game-changer.

Packaging for Success Competition is fierce in Hong Kong, and making your brand distinctive is paramount to ensure it stands out from the competition and flies off the shelves - in supermarkets, bars, and even online. While some businesses, like Nestle Matcha KitKats, can afford to tweak their products to suit local tastes, this isn't always feasible due to budgetary constraints or the nature of the product itself. This is where the power of innovative packaging comes into play.

Here's how changing your packaging can be a winning strategy for entering the Hong Kong market:

1. Visual Impact: Your packaging is often the first point of contact between your brand and potential customers. A visually appealing and unique package can catch the eye and create interest in a sea of products. Consider using local colours, local imagery, or culturally relevant designs to make your product stand out on the shelf.

2. Reflecting Local Traditions: Hong Kong is a place of rich traditions and cultural celebrations. Adapting your packaging to align with local festivals and occasions can create a sense of belonging and appeal to the sentiments of the locals. For example, incorporating elements related to Chinese New Year or the Mid-Autumn Festival can help you attract consumers during these festivities.

3. Storytelling Through Packaging: Your packaging can tell a story about your brand and its connection to the local culture. Use the space on your packaging to convey how your product aligns with the values, history, or lifestyle of Hong Kong. Share your brand's journey in a way that resonates with the locals.

4. Quality Assurance: Well-designed packaging can convey a sense of quality and authenticity. In Hong Kong, consumers appreciate premium products, and the proper packaging can help convey that your brand meets their expectations.

5. Differentiation and Recognition: Your packaging should stand out and be distinctive enough for customers to recognise your brand easily. Consistency in branding and packaging can help build brand loyalty and long-term recognition.

In Conclusion, when expanding your brand into a new market like Hong Kong, localising your product is an excellent approach, but it's not always feasible. If you find yourself in a situation where product changes are limited, don't underestimate the power of packaging. Thoughtful, culturally sensitive, and visually appealing packaging can be the key to winning the hearts of Hong Kong's consumers. So, be creative, think outside your packaging box, and watch your brand thrive in Hong Kong.

New packaging tailored to different festive gifting occasions has enabled Mandy Queen PR to share relevant and timely products and content with journalists and influencers and achieve brand awareness regularly.


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