While Gen Z in Hong Kong are sometimes perceived as “Generation Lie Flat” (躺平), content with avoiding overwork and ambition, a new report from Publicis Groupe Hong Kong, GWI, and The Trade Desk suggests this stereotype does not hold.

Representing 22% of Hong Kong’s population and commanding an annual spending power of HKD 50 billion, Gen Z is emerging as a critical audience for brands and marketers.

The report highlights their financial savviness, cultural influence, and evolving expectations of brands across five core verticals: health & wellness, technology, finance, leisure, and travel. And perhaps most importantly, they have big dreams.

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‘Digital Dreamers’

The report, which describes Hong Kong’s Gen Z as “digital dreamers,” found that 61% want to make a positive impact on society. However, a GWI study also found that they are under pressure, with 39% prone to anxiety compared with a global average of 27%, positioning them as a stressed generation of idealists.

Hong Kong Gen Z faces higher stress levels than global peers – with girls hit hardest by societal, financial, and competitive demands.

The findings added that they believe they can make a difference, but escape the stress through everyday indulgences such as shopping, travelling, and snacking.

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“Hong Kong’s Gen Z is not just a demographic – they are a cultural and economic powerhouse. Their financial discipline, early investment habits, and appetite for experiences make them a unique audience for brands,” said Caterina Camerata, Strategy Director at Publicis Media Hong Kong.

“To win their hearts, marketers must connect with Gen Z at the speed of culture, staying hyper-aware that the leap from ‘cool’ to ‘cringe’ can happen in a split second – and make or break a brand’s entire vibe.”

Key findings:

– Defying the ‘Lying Flat’ myth: 61% of Hong Kong Gen Z are ambitious dreamers eager to shape society.

– Boiling point generation: Hong Kong Gen Z faces higher stress levels than global peers – with girls hit hardest by societal, financial, and competitive demands.

– Investors in the making: 57% prioritise saving while living fully, with 40% focused on long-term wealth building.

– Jetsetting splurgers: 36% travel every few months, embracing experiences worth the indulgence.

– Culture-driven decision makers: from travel and banking to snacks, Gen Z navigates choices through trending vibes and conversations.

Five strategies to engage Hong Kong’s Gen Z

The ‘Gen Z Pulse’ report offers marketers and brands a clearer understanding of this influential generation, outlining how to shape strategies that align with their values and lifestyles.

Publicis Meda provided five actionable takeaways for brands:

Give them a break

Create uplifting experiences that help Gen Z relax and reset, whether through music, snacking, or travel, to build loyalty and brand affection.

Turn fandom into friendships

Leverage fandom-driven engagement by fostering connections before, during, and after events, for more meaningful experiences.

Skip the logo slap

Go beyond superficial sponsorships; choose culturally relevant events and deliver authentic activations that resonate with their values.

Make travel unforgettable

Move past price-driven messaging and inspire Gen Z with rich content that fuels bucket lists and deeper emotional connections.

Target across the walled gardens

Gen Z spends significant time beyond social platforms; use diverse, targeted advertising strategies to reach them effectively.

Beyond social media: the open internet matters

The report also busts the myth that Gen Z are only on social media. They spend significant time on the open internet, creating opportunities for brands to engage beyond traditional social platforms.