About the Project

Plugging into the government’s 'Appreciate Hong Kong' initiative, the group's 'Project LOL' has kicked off with the volunteer visit as a highlight activity. The aim, apart from publicising the group's corporate social responsibility, is to "show our care to the elderly in a creative and hilarious way", said Hanks Lee, senior corporate communications manager of A.S. Watson Group. The brand is using a local online influencer 'FHMedia' (熊仔頭) to teach Hong Kongers how to get along with the elderly. As part of Project LOL, ASW has also commissioned Hong-Kong-based agency Prizm to make a “smile meter” that rides on the culture of selfies.

Background

With a history dating back to 1841, ASW is privileged to be able to witness and grow alongside Hong Kong’s transformation to become a global city and the centre of international trade. We have launched Project LOL in order to give back to our home city and serve our community. Youth education is a key focus of Project LOL, and the usage of a KOL YouTuber, who is very popular amongst youngsters, makes perfect sense for the renowned retailing group which has put in a lot of efforts to develop the younger generation in Hong Kong with the A.S. Watson Hong Kong Student Sports Awards and the Watsons Athletic Club.