Talk of the Town Emerging in the late half of the 20th century, neon signs were a display of post-war prosperity and have been a defining visual element of Hong Kong. Various fields of industries and companies; restaurants, hotels, nightclubs, pawn shops, foreign companies and even mah-jong parlours all battling for attention with the brightest and biggest neon signs in the narrow streets, shaping one of the most iconic and distinctive scenes in the world. Awardnominated and globally acclaimed films like Transformers, Blade Runner and ChungKing Express were all inspired by the futuristic yet retro and nostalgic aesthetics that the neon glow creates. Though, this unique embodiment of the city’s versatility and cultural heritage is dying out due to various reasons and interest groups and NGOs are actively trying to preserve it.
THE GLOWING ARTEFACT OF HONG KONG’S VISUAL CULTURE:
NEON SIGNS The beginning: A symbol for rapid growth and prosperity There is no doubt about the level of influence in art and films and worldwide recognition that neon signs have gained. On top of all the vibrant colours and glowing beauty, they possess the city’s cultural and historical significance; like an artefact that has been through the rich evolution of Hong Kong and witnesses the city as it becomes one of the busiest and diverse cities in the world. During the industrialisation of Hong Kong in the 60’s and 70’s, people were becoming wealthier and living conditions were improving. This rapid emergence of middle-class citizens led to the increase of consumption power and affordability of luxury items. The economic boom created a fierce competition in the commercial market, hence, the need for an effective method of advertising - attention grabbing with over-the-top signs in crowded streets
and on skyscrapers visible to everyone across the harbour. Under British rule, there were not many restrictions and regulations for erecting over-hanging signs because the government not only did not want to interfere but also to facilitate commercial activities, especially with global brands flushing the market. Also, given the state of technological advancement during that era, physical banners and signs were still prominent and most effective in the space of advertisement. This fight for attention turned into a competition for the biggest and brightest sign, composing the beautiful yet chaotic picture of glowing shapes and calligraphy overwhelming the narrow streets between old tenement buildings albeit concerns for safety risks and structural integrity. The glamourness of neon signs, from this point on, started becoming a symbol of status and reputation of the brand. During its primetime, the record holder for the biggest neon sign according to
the Guinness World Record was once a sign for Marlboro in the 80’s, which was later overtaken by another sign in Hong Kong in 1999 - a giant dragon spanning 299 metres.
“Nathan Road, Hong Kong” by GothPhil is licensed under CC BY-NC-ND 2.0.
