Reinvent Chinatown London from a tourist spot to a destination for the Chinese student community to savour memories of home

Pinpoint a cultural concept that makes Chinese students feel at home

Leverage in-store discounts to attract students to Chinatown

We identified steam (烟火气) as the most universal symbol that links Chinatown restaurants to students’ kitchens at home

Hylink invited Chinese student unions from London universities to participate in the production of the short film

Launched a KOL (Key Opinion Leader), social media advertising and original storytelling content campaign embracing the concept of ‘steam’