April 3, 2008

Hong Kong’s “Delay No Mall” Caters to Consumers Looking for Instant Gratification

by Sean Leow (PSFK Shanghai) in Trends In Asia, Luxury, Lifestyle, Retail

In today’s world of instant gratification, consumers don’t have the time or patience to wait around for what they want. This trend is especially pronounced in Hong Kong, the bustling city that has long attracted bankers, traders and maybe most famously, shoppers.

Next Great Thing points us to Hong Kong’s new “Delay No Mall” which caters to the multi-tasking consumer who wants to get everything done in one location. The mall features tons of the coolest global brands, bars, sleep pods and a tattoo parlor spread over 2 floors.

Benjamin Lau, co-founder of the mall, explains the name:

It means to do the things you want to do right here and now. To play right now, to create right now, be active right now…it means no more delay.

Also, check out Delay No Mall’s “rush hour picnic” ad campaign video, which shows 3 trendy young kids setting up an impromptu picnic in the middle of a crowded intersection during a pause in traffic.

Next Great Thing: Hong Kong’s Delay No Mall

One Response to “Hong Kong’s “Delay No Mall” Caters to Consumers Looking for Instant Gratification”

LP
Posted from: 68.193.241.248
April 3rd, 2008 at 2:58 pm

There is another explanation for the strangely worded name:

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http://www.zonaeuropa.com/200712b.brief.htm

Delay No Mall (12/18/2007) (Ming Pao) As is well known in Hong Kong, the English phrase “Delay No More” is a homonym for the local Cantonese phrase “Fuck your mother.” Now comes a new mall in Causeway Bay with the colorful sign “Delay No Mall.” Wow! However, the mall insists that the proper pronunciation is like “Delay No Mao” instead of “Delay No More.”

According to a nearby secondary school teacher, a mall with a name that is a homonym to an obscene phrase is “not very good” because the students may think it is alright to speak obscene language.

According to a member of the Obscene Articles Tribunal, the name of the mall is acceptable even though he does not appreciate it. “I think this is in poor taste, but I respect the freedom of expression in our society. If the public does not accept it, the mall might want to reconsider.”

Cultural commentator Leung Man-To said that many commercial brands or store names are based upon wordplay. “There is a brand known as FCUK! This is just a gimmick.” He does not believe that young people will be “corrupted” as a result. “Will young people get to like to use foul language after seeing the sign? In movies, people use guns and does that make people violent?”

Another Obscene Articles Tribunal member said that the name “Delay No Mall” is not breaking any laws. But this mall is located in the center of town with many schools around it. “The young people must know these words and they will use these words as a joke. This may create the illusion for them that this is social culture.”

The Television and Entertainment Authority has not received any complaints yet, and the name of the mall is not prohibited by law.

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It makes you wonder whether the concept would be as popular in a nonCatonese-speaking context.