Da Graffiti

Why brands and businesses are embracing street art culture in Hong Kong

Take a stroll around the streets of Hong Kong a couple of decades ago and the amount of street art you’d have seen would be close to zero. A smattering of graffiti, yes, but almost no walls where businesses had commissioned artworks for commercial purposes.

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Today, the situation couldn’t be more different. Hong Kong is covered in street art of all descriptions, with hotspots from SoHo and Sheung Wan – including perhaps most Insta-famous of all, artist Alex Croft’s Graham Street mural for homeware store GOD – to Sai Ying Pun’s ArtLane, to Wong Chuk Hang and large parts of Kowloon, especially Sham Shui Po and Mong Kok’s Public Square Street. Essentially, it’s everywhere.

Street art has its roots in graffiti, an inherently rebellious art form whose practitioners by definition don’t ask for permission, making much of it technically illegal. However, it has long been co-opted for commercial purposes; pretty early on, savvy brands realised that it was something they could use to gain instant countercultural cachet, while the hip-hop culture that produced graffiti has always balanced an emphasis on underground authenticity with a keen awareness of commercial possibilities.

Street art has its roots in graffiti. Photo: K. Y. Cheng
Street art has its roots in graffiti. Photo: K. Y. Cheng

Consequently, today the term “street art” covers everything from purely creative graffiti to work paid for by large corporations, and its practitioners similarly come from a diversity of backgrounds – from those who started with tags and spray cans, to those who trained at fine art academies and interiors ateliers.

For marketers, it’s a particularly effective way of standing out from the crowd, given the diminishing effectiveness of many traditional channels. In Hong Kong, the F&B industry has been a particularly enthusiastic adopter. Says Malique Goldin, head of partnerships at Black Sheep Restaurants, which adorns spaces like the wall of its Central Vietnamese bar Chom Chom with murals: “We are storytellers and there are many ways to tell our stories; it’s another canvas to express who we are. It’s also a good creative outlet. It can be funky, it can be fun. It doesn’t have to be perfect; it just has to be us.”

Partly brands have embraced street art so enthusiastically because of a cultural shift, with the rise of the star graffiti writer, exemplified by Banksy, legitimising the art form and giving it a kind of mainstream acceptability. It’s also very photo-friendly, with social media playing a huge role in its growing popularity, while non-profit organisation HKwalls, which works tirelessly to put artists together with companies that can provide them with a wall to work on, has been pivotal in giving it a kick-start in the city.
Cultural shifts have encouraged brands to embrace street art. Photo: Handout
Cultural shifts have encouraged brands to embrace street art. Photo: Handout

“Since 2016 or 2017, with HKwalls and social media, there have been more people wanting to get into the street art scene,” says artist Kristopher Ho, whose spectacular, hyper-detailed animal illustrations crop up all over the city, including as part of HKwalls. “It pays better: if I’m going to paint something large, I’m going to get paid more. But just because you know how to paint on a piece of paper, it doesn’t mean you know how to paint on walls. The scene is definitely more vibrant now, but it’s hard to maintain the quality.”

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