Chang Continues Investing In Asia’s Fledgling Hip Hop Scene

Chang’s latest HK collaboration with Hypebeast comes two months after the Thai beverage giant’s partnership with Vice to showcase the brightest Vietnamese hip hop stalwarts and their challenges.

The latest film features Hong Kong hip hop artists MastaMic, Joey Lam, DJ Mirror and Big Sammy, tracking the development of the genre as well as their struggles to carve out a niche in the city’s entertainment scene.

Besides the film, Chang is backing a series of events in Hong Kong featuring the foursome – which will run until mid-September – along with a fashion capsule collection designed by MastaMic.

Chang Beer head of global marketing Ronnie Teo said, “As a brand we want to showcase artists who embody the fiery passion for excellence. We also want to recognise the unspoken bond that they forge as they encourage each other to the top of their respective crafts. After all, these values are integral to what the Chang brand stands for.”

While category market leader Chang’s spends (15.1% market share) for the Asian sponsorship market has been below its quarterly average of US$5.1m since Q317, with quarterly figures hitting between US$3.1m to US$3.9m. However, its spends via Chang Urban Pulse in the Branded Content: Online platform has seen a massive leap this year, with a total of US$500k invested in Vietnam and Hong Kong respectively. These spends has seen Chang squeak into the sixth position (2.2%) on the ASN Index for its category in the Branded Content scene, as it plays catch-up to regional rival Tiger Beer (3^rd placed, 9.5% share).