Can Hong Kong Revive “Silent Brands” wiht South Korea’s “Newtro” Success?
Hong Kong – South Korea is experiencing a fascinating cultural and commercial phenomenon dubbed “Newtro” - a blend of “new” and “retro” – that’s breathing new life into once-forgotten brands. The success of companies like Highlight Brands in re-packaging Kodak and fila for a younger generation raises a compelling question: can Hong Kong replicate this magic with its own wealth of “silent brands”?
For decades, Kodak was synonymous with photography, holding a position akin to today’s Apple or Google. However, the rise of digital cameras in the 1990s led to a strategic misstep and eventual bankruptcy in 2012. Now, remarkably, the brand is experiencing a resurgence – but not in its original form.
In 2020,South Korean firm Highlight Brands secured licensing for Kodak and launched “Kodak apparel,” a clothing line that has captivated the youth market. The brand now boasts over 120 dedicated stores across South Korea and generates significant annual sales. Fila, another brand successfully revitalized through this ”Newtro” approach, has also seen a dramatic comeback.
This trend highlights a powerful