HKTVmall and IKEA HK trendjack name of new Chinese boyband

Local brands such as HKTVmall and IKEA Hong Kong have trendjacked the group name of the new Chinese boyband, “Loong 9”.

It comes as the "Asia Super Young" (亞洲超星團) talent show, co-produced by local broadcaster TVB and online video platform Youku, concluded last Saturday (9 March 2024). Eric Tsang, general manager (content operations) of TVB announced that the nine winners of the grand finale will form a boyband named "Loong 9".

The term “Loong” represents dragon “龍” in Chinese and symbolises the Year of the Dragon. Meanwhile, “9” signifies the nine members of the boyband and is pronounced in English.

A check by MARKETING-INTERACTIVE saw on TVB’s Facebook post announcing the group name “Loong 9” of the boyband has sparked enthusiastic discussions among netizens. It has received over 6,341 reactions, 2,661 comments and 914 shares. While some said the group name sounds hilarious, some contributed playful interpretations such as "Dragon nine" (龍九), "burnt milk” (燶奶) and "deaf dog” (聾狗). 

In response, IKEA HK created a trendjacking post featuring a hot dog with a tongue-in-cheek caption calling it "Long yit 9" on its social media channels including Instagram and Facebook. 

Additionally, it has made fun of Eric Tsang's voice, which is often compared to the voice of Disney's character Mickey Mouse, and said: “Hahaha! (Mickey-style laughter) Hahaha～ My name is really hilarious, hahaha! (Mickey-style laughter) Hahaha～ If you want to have a good laugh, order me at IKEA Bistro, hahaha! (Mickey-style laughter),” the post reads. 

IKEA’s Instagram post has generated over 50k likes and 278 comments. Its Facebook post has also garnered over 39k likes, 1.1k comments and 1.9k shares.

On the other hand, HKTVmall has put up a trendjacking post on its Facebook and Instagram pages to promote lobsters available on its platform. “We officially announce to name lobster on our platform as "LOONG HA,” the post reads.

HKTVmall said in the post that its products, not just lobsters, are meticulously selected by its delivery team and described them as "idol level" (偶像級). Its Facebook post has generated over 10k likes, 270 comments and 354 shares. Its Instagram post has also garnered over 649 likes.

In fact, Chinese state media outlets such as CCTV and CGTN have opted to use the phonetic transliteration "loong" instead of "dragon". Hong Kong chief executive John Lee has also followed the approach.  

"We are all here to welcome the Year of the 'Loong'. In Chinese culture, the 'loong' - people usually call it the dragon - symbolises nobility, good fortune and vitality. It is going to be a year of auspicious opportunities, and dragon-sized blessings for us all!" Lee said at the opening of the 2024 International Chinese New Year night parade.

Photo courtesy: Loong9’s official Weibo

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