My Hong Kong | What is Hong Kong’s best brand? Forget Vitasoy or White Flower Oil, it’s our Cantonese language
- Hong Kong’s home-grown brands don’t really reflect the core values of our city. The real heritage brand is its local language: its colloquial Cantonese
- Like Chinese shoe brand Feiyue, Cantonese has many enduring qualities; it’s functional and light as well as quirky, adaptable, playful and down-to-earth
Branding is more relevant than ever in today’s world, as we are constantly bombarded with ads and pitches for the latest – but not necessarily greatest – product on the market.
The meteoric global rise of its trainers has nothing to do with unattainable prices or exclusivity – they are relatively inexpensive compared to other top sports shoes. You can get a pair of Feiyue trainers for as little as HK$230 (US$29), which has contributed to the brand’s growing popularity in the West.
Although Feiyue has been around for over 60 years, it has remained something of a cult brand for members of foreign martial arts schools and clubs who import the shoes from China.
Fast forward to the 2008 Beijing Olympic Games, where Feiyue finally earned its big break on the international stage.
