From consumption to creation: HK Gen Z’s take on the Paris Olympics

As the 2024 Paris Olympics came to a close with Tom Cruise pulling off an epic stunt and passing the flag to Los Angeles, I had a conversation with the Edelman Gen Z crew, made up of university students and early-career professionals.

While it comes as no surprise that Gen Z does not have the same fervour for live sporting events as the older generation, this does not mean we are completely disinterested. From my conversations, it was evident that my peers were deeply engaged in the first post-pandemic Olympics in a unique way. 

Threads popularity skyrockets as platform for opinionated, open dialogue 

The Olympics have traditionally been a broadcast-driven event, but the 2024 Paris Games were decidedly a social media-centric affair. Globally, NBCUniversal's "Paris Creators Collective" - 27 creators sent to capture content in partnership with Meta, TikTok, and YouTube - exemplifies this shift. In Hong Kong, broadcast titans clashed for viewers as the online realm served as more than just a second screen to an audience hungry for sporting action. Platforms like Instagram and Threads have become hubs for Gen Z's Olympic creativity and fervour. In particular, we saw a Threads usage surge that coincided with the platform's 200M global user milestone just prior to the 2024 Games. 

Through their Olympic interaction, we can deduce that Gen Z are not merely passive consumers of content, but are emerging as active curators and contributors to the narrative around global events. One clear example is Ryan Choi, a Gen Z Olympian fencer and influencer who was invited to ViuTV as a commentator for the Olympic fencing events. His authentic and genuine style sparked a large number of conversations across social media, especially on the Threads platform. His candid updates and commentaries on this platform, including calling out his own inexperience as a host, have sparked even more conversations and user-generated content. We have also seen influencers such as keung.jai, a Hong Kong model, and saimomo, a local illustrator, whose content captured key Olympic moments resonating with Gen Z, clear examples of how authentic posts serve as fodder for greater conversation in the online space.  

Rewriting the playbook: Backstories outshine podium finishes 

While mainstream media tends to feature athlete wins and losses and the financial rewards of sporting achievement, Gen Z has proved to be more interested in behind-the-scenes stories.

Personal stories and authentic Olympic experiences have become incredibly popular thanks to platforms such as Threads and Instagram and the content and conversation they enable. Gen Z is particularly drawn to the human side of the Olympics, as the emotional narratives behind the athletes’ performances often resonate more than the competition themselves.

We love learning about the athletes’ journeys, struggles, and triumphs, and these backstories create a deeper connection and make the events more relatable. Notably, Cyclist Ceci Lee Sze-wing’s candid on-site interviews and sharing of her “intense and unhappy” debut in Olympic track cycling have won her empathy for the display of honest emotion. Additionally, the interpersonal dynamics across teams add another layer of engagement with Hong Kong fencing and swimming teams.  

The engagement around the 2021 Tokyo Olympics differed greatly from that of the 2024 Paris Games.  As the event itself was not restricted, there were more perspectives from spectators and event attendees. Content creators, volunteers, and fans are capturing the "off-screen" moments - from athlete warm-ups to rest periods - proving a more immersive experience for Gen Z than official broadcaster schedules. 

Unfiltered authenticity as Gen Z Olympians take over 

This year’s Olympics have also highlighted the personalities of Gen Z athletes. Siobhan Haughey’s inspiring journey and interview on wanting to catch up on sleep, provide a glimpse into the real experiences of young athletes and make them more relatable to fellow Gen Z audiences. The honest and personal accounts make them more human, showcasing the authenticity that Gen Z particularly appreciates. Even small details, like the unique nail art of the Hong Kong swimming team, contribute to this sense of authenticity. 

Tapping into the intersection of fashion, culture, and sports has also created a more enriching Olympic experience for Gen Z. We appreciate the various forms of self-expression that young Olympians have adopted to keep their personalities shining even in competition.

The style of Gen Z athletes has become a major moment during the games that have drawn attention to individual athletes, such as Edgar Cheung Ka-long whose luxurious bracelet stack became the focus of public discussion. This blend of sports and culture adds a new dimension to the Olympics, making it more than just the celebration of sportsmanship and a series of competitions. 

This article was written by Alison Lau, Edelman Gen Z lab APAC ambassador, and HK Gen Z crew: Ignatius Li, Linus So, Jennifer Li, Carrie Lock.