Legendary Brand of the Republic of China: A Study on the Evolution of the Two Girls Brand Trademark
Year: 2025
Type: article
Abstract: Founded in 1898 by Fung Fuk-tin in Hong Kong, the Two Girls Brand emerged from the complex colonial context of British Hong Kong (established in 1842), embodying a unique hybridity of Eastern and Western cultural influences. The brand’s visual identity evolved through three distinct phases: the original colonial-era logo (late 19th to early 20th century), a modified version used in Shanghai during China's public-private partnership period (1950s), and a contemporary redesign introduced after 2010. These transformations reflect China’s broader socioeconomic trajectory—from semi-colonialism through socialist reform to global integration. In the 21st century, China's economic rise and intensified Shanghai-Hong Kong collaboration (via mechanisms such as CEPA and the Shanghai Free Trade Zone) have facilitated Two Girls’ repositioning as a case study in heritage brand revitalization and the rise of “Guochao” (国潮) nationalism. The brand’s century-long evolution offers critical insights into colonial modernity, transitions in consumer culture, and the repackaging of historical legacies in contemporary China.
Source: Science Innovation
Author: Han Zhang
Institution: Seoul National University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409518598