Milk café ✖️Black White
牛奶冰室✖️黑白女團
LI Dan
李丹
BA (Hons) in Digital Advertising
I am a final-year student pursuing a Bachelor of Arts (Honours) in Digital Advertising. Passionate about connecting brands with youth culture and inspired by Pop Mart's IP success, I turn everyday concepts into cultural icons. My approach combines character IP, merchandise, and digital activation to build shareable, emotionally resonant brand experiences, creating long-term assets through seasonal drops and collaborations.
Inspired by Pop Mart’s IP strategy, this project targets the lack of youth engagement in Hong Kong’s cha chaan teng market. Centered on “Milk Cafe,” it builds a character IP system to become a youth cultural icon. Through IP characters, merchandise, and digital interactions, it creates a shareable, social brand language. Milk Cafe becomes a Gen Z hangout and emotional anchor. The IP is designed for long-term growth, enabling seasonal drops and collaborations to turn short-term buzz into lasting cultural value.
本計畫借鏡泡泡瑪特在角色IP營運上的成功經驗，針對香港茶餐廳市場年輕化空白，以「牛奶冰室」為核心打造專屬角色IP系統，將其轉化為青年文化符號。透過IP角色、實體週邊與數位化互動三大策略，建構可傳播、可社交的品牌語言體系，使「牛奶冰室」成為Z世代的休閒聚點與情感寄託。計畫產出的IP資產具備持續延展能力，未來可透過季節限定發行與聯名合作不斷活化用戶參與，實現從短期熱度到長期文化沉澱的躍升。
Tutor: Mr Kalun HO