Culture & Leisure

At Ramen Iroha, a cartoon dog co-branded theme restaurant in Causeway Bay, Iris Lee, 20,  takes pictures of the dishes and shares them on Instagram.  “I’m a fan of Pochacoo,” Lee said. “I come here not just because the ramen is delicious but to experience being surrounded by lovely Pochacoo.” All the decorations in Ramen Iroha are filled with Pochacco elements, including the food itself. Soon after its launch in December 2024, an Instagram post on Ramen Iroha went viral, attracting long lines of customers. Cyrus Lin, 37, the founder of Ramen Iroha, said during the peak hours, consumers may have to wait in line for up to three hours. “Today’s consumers attach great importance to the experiential value of their purchases and seek emotional engagement and social interaction with brands,” Lin said. “I love Pochacco, I came specifically to check in after reading the promotion on Instagram,” said Donnie Yu, 27, a bank worker. “I will also share my dining experience on social media.” “In an era dominated by social media, I think sharing unique experiences has become an important consumption trend,” Yu added. “Sharing such experiential consumption experiences satisfies my emotional and social needs.” Ramen Iroha is one of many restaurants that have risen in fame in the city in recent months and co-branded with well-known intellectual property images. Since January, co-branded restaurants such as Kingsley Cafe × Snoopy, Black Wood LZAKAYA × Cinnamoroll, and ABURI EN × Attack on Titan have also been launched.  “Along with the growth in the number of such restaurants, there is also a growing demand from consumers for immersive experiences in the catering industry,” Lin said. “Space layout, tableware design, dish placement, and even the service style of employees are all details that need to be improved.” Lin said Ramen Iroha will …

Crowds of shoppers, most of them young, pack into the narrow corridors on the 15th floor of Ho King Commercial Centre in Mong Kok, especially on the weekends and during holidays. They are drawn to the remade vintage clothes and accessories at CheckThis. The owner, Mic Chung, 25, designs the products. “I found some remade items while traveling in Japan and Thailand. At that time, remade vintage clothes or accessories were still not popular in Hong Kong, so I thought it was a potential market I could work for,” she said. Remade vintage is one of the practices of upcycling, where second-hand clothing is collected and different fabrics are patched together to create unique pieces. The emphasis is on sustainability and waste-reduction. In Hong Kong, remade vintage fashion is gaining momentum as young shoppers increasingly seek sustainable alternatives to fast fashion. Stores including CheckThis and Redress offer remade clothing that blends unique designs with environmental consciousness. CheckThis uses Instagram to engage with customers and employs marketing tactics like lucky bags or holiday discounts to attract consumption. “I am glad that the shop has become more and more popular among younger consumers, and I can feel that people are becoming increasingly aware of the need to protect the environment,” Chung said. Chung said vintage is not new, so the products and designs must be relatively rare in order to attract customers. “Compared to the affordability promoted by fast-fashion brands, vintage offers the uniqueness that consumers value more today,” she said. Gary Tsang, a member of the Hong Kong Fashion Designer Association, said that amid the rise of Y2K and Y3K trends, more young customers prefer upcycling or other sustainable alternatives to fast fashion. Y2K fashion responds to novelty with a futuristic retro vibe, focusing on bright colours. Y3K goes further, aiming …