From the ‘new normal’ to a ‘new future’, lifestyle and retail brands stand at the forefront of the ever-shifting lifestyle behavior. Brands have to constantly evolve and adapt its communications to stay top-of-mind, fuel growth and build trust.

Edelman HKTT brings to retailers and lifestyle brands a deep and wide network of local and regional media and influencer relationships and extensive industry contacts that enable us to anticipate trends and breakthrough in the increasingly complex and noisy media landscape. Our offerings employ a strategic integration of expertise in brand positioning and messaging, traditional and online media engagement, influencer strategies and management, digital innovation and creative solutions, and tap into the extensive Edelman network and breadth of resources to help brands and companies solve marketing challenges.


We devise communications platforms that are driven by research, consumer insights and understanding of external environments and emerging cultural trends. We build brand marketing campaigns that reach audiences at where the brand, culture and purpose intersect. Our integrated approach to brand marketing helps businesses attract traffic, build engagement, capture attention and ultimately influence purchase decisions.

Our work in the lifestyle and retail sector is built on strong partnerships with some of the most globally recognized as well as locally leading companies, brands and organizations. We worked with Swedish oat milk brand Oatly to add a for ‘plant-based milk’ to the 2000-year old Chinese language to spark conversations and drive awareness of dairy alternatives; we brought Sunkist’s citrus grove from California to the gaming world to connect audience virtually as we were forced apart amid the pandemic, we debunked perpetuated myths about MSG through a content series featuring credible voices including medical doctor, nutrition influencer and fitness trainer; we breathed new life into used coffee grounds, one of Starbucks biggest waste sources, to raise awareness and funds to tackle Hong Kong’s waste issue.

Client types:

  • Agribusiness and food production
  • Apparel and sportswear
  • Beauty and personal care
  • Restaurant chains and food delivery/ pick up app
  • Retail
  • Supermarkets
  • Wine, beer and spirits