Brand Tone

Nostalgic, friendly, and community-oriented, with a familiar and intimate voice using both Cantonese and English, slang, and cultural inside jokes. The language is casual and conversational.

Brand Values

• •Authenticity
• •Community
• •Quality
• •Nostalgia & Cultural Pride

Best Practices

• •Maintain the Bilingual Balance: Continue to weave in Cantonese characters and romanizations (like siu mai or tong shui). This reinforces authenticity and speaks directly to the target audience, making them feel understood.
• •Embrace Nostalgia: Use evocative language that triggers memories and emotions tied to Hong Kong. Phrases like "Just like grandma used to make," "A taste of your childhood," or referencing specific cultural moments will resonate deeply.
• •Stay Community-Focused: Address the audience directly as a shared community (e.g., "Hey HKers," "To our diaspora family"). Ask questions in social media captions to encourage engagement and sharing of memories, strengthening the community bond.
• •Keep the Tone Conversational: Avoid overly formal or corporate language. Use contractions (it's, you're), friendly slang, and a direct, approachable tone. The "slide into our DMs" example is a perfect benchmark for this.
• •Connect Food and Culture: When writing about food, don't just list ingredients. Tell the story behind the dish—its cultural significance, when it's traditionally eaten, or what it means to the people of Hong Kong. This elevates the product from a simple meal to a cultural experience.

Social Perception

Perceived as a niche, culturally-specific entity that serves as a touchstone for the Hong Kong community in the UK. Customers see it as more than just a store; it's a taste of home and a symbol of shared identity. The brand is responsive, helpful, and directly addresses the needs of a growing diaspora seeking familiar comforts and cultural connections.

Copy Examples

• •Remember those evenings spent around the table with family? We’ve bottled up that feeling. Introducing our new Taiwanese Braised Pork. Authentic, flavourful, and ready in minutes for whenever you need a taste of home. Because some things, you should never have to miss. 轉頭再港 (Turn around again, Hong Kong).
• •Some things just hit different. Our Fish Siu Mai 魚肉燒賣 are a proper taste of HK street food culture. Perfect for a weekend treat or when you’re just really, really missing home. Grab a bag from the link in our bio. #TTYLUK #HongKongFood #MadeInUK
• •Hey Hong Kongers of London! We know the grind is real. That's why we’ve made it easier than ever to get your fix of authentic eats. Order online and choose free London pickup. It’s quick, easy, and means a delicious dinner is always on the way. Let’s eat!
• •Wear your story. Our original apparel is inspired by the Cantopop and HK movie bible we all grew up with. It's more than a t-shirt, it's a statement. 'cos we still have a lot to talk about… #TTYLOriginals
• •Feeling a bit homesick? Or just love authentic Asian cuisine? TTYL 轉頭再港 delivers flash-frozen, delicious meals right to your door. From Malaysian Curry Beef Brisket to classic Shrimp Wontons, we’re bringing the heart of Hong Kong to your UK kitchen. Order now and taste the difference!