Hong Kong – The South China Morning Post (SCMP) has launched “The Way I Read SCMP”, a new campaign spotlighting seven prominent Hong Kong figures to highlight the diversity and depth of its readership.
Now in its third iteration, the ‘I Read SCMP’ campaign has brought together 30 influential Hong Kong personalities as brand ambassadors since its inception. For 2025, the latest edition features a fresh group of seven individuals from various sectors—business, art, sport, and food—who share how their engagement with SCMP informs their thinking and daily lives.
Kevin Huang, chief operating officer at SCMP, said, “The South China Morning Post is proudly made in Hong Kong and read by the world. We launched the ‘I Read SCMP’ series, a bold initiative inviting iconic local figures who are avid readers and share SCMP’s values to become ambassadors and rejuvenate its brand among local readers. Today, we proudly have 30 prominent personalities across the city sharing their unique ways of engaging with the SCMP.”
This year’s lineup includes: Amy Lo, chairman of UBS Global Wealth Management Asia and head and chief executive of UBS Hong Kong; Bernard Charnwut Chan, chairman of the M+ Museum; athlete Cecilia Yeung; entrepreneur Lindsay Jang, founder of Yardbird, Ronin, Roti Tori, and Sunday’s Grocery; Nicolas Chow, chairman for Asia at Sotheby’s; multidisciplinary artist Serrini; and Victoria Tang-Owen, founder and creative Director of Victoria Tang Studio.
The social-led campaign continues to explore how SCMP readers interact with its content through curated reading lists and reflections, underscoring themes such as resilience, business insight, and creativity.
In addition to profiling the readers, the campaign extends across SCMP’s proprietary platforms and multiple advertising channels, including out-of-home placements at MTR stations and on trams across Hong Kong Island.
“The Way I Read SCMP” is supported by SCMP Advertising+, the publisher’s integrated marketing solution encompassing creative development, digital and print campaigns, and events.
Paul Phillips, marketing director at SCMP, shared, “In this latest edition of ‘I Read SCMP’, our influential readers share how the SCMP shapes their perspectives and actions throughout their daily lives. The series drives conversation by leveraging the full suite of SCMP Advertising+ offerings, including Morning Studio, Morning Studio Amplified, and SCMP Live, with print and digital advertising across SCMP platforms and beyond—including MTR stations and four trams traversing Hong Kong Island.”
