Direct Marketing
	Language and Cultural Considerations

Direct Marketing

Hong Kong is one of Asia’s most economically developed and market-driven markets (outside of Japan and Australia). However, even in Hong Kong’s market-driven environment, direct marketing can be frustrating depending on the product/service offered. Hong Kong consumers have convenient access to duty-free goods, well-stocked department stores, the latest product introductions and low-priced technology, etc.

Even so, direct marketing medias do have a strong presence in the Hong Kong market. In fact, HK consumers receive more direct mail per household than all other households in Asia. Financial offers seem to perform quite well and a number of mail-order firms have set-up operations in Hong Kong providing a strong springboard into Mainland China.
Infomercials, launched in 1993, also do very well in Hong Kong’s sophisticated, educated market.

Hong Kong has developed a solid direct marketing infrastructure with a number of experienced and Honk Kong savvy dm services organizations. Hong Kong also supports a direct marketing association with a growing, active international and local membership.

Language and Cultural Considerations

Although Hong Kong’s official languages are Chinese (Cantonese) and English, 97% of the population is Cantonese. Since July 1, 1997 when Hong Kong officially became part of China again, it is believed the Chinese-Mandarin (Putonghua) language would become more necessary in years to come.

Currently however, successful direct marketers continue to use both Chinese (Cantonese) and English on their printed materials. The Chinese characters should be traditional.

In Hong Kong, direct marketers may want to avoid using certain shades of blue and the number four in printed materials as they signify death to many Cantonese. The color red is good as is the number eight. Other than these tips, marketers should always exercise good taste in their mailings