MOST EFFECT - Hong Kong Culture Phenomenon

MDES 2015-2016

EFFECT

2016 0320

Special Edition

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Attractive Topic Every Week Stick To Me Good To See

Listen Carefully !

TELL ME WHAT IS 100 MOST !!

HOW CAN IT BE !

ARE YOU KIDDING ME?

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WHO WE ARE

2016 0320 JACKY CHAN Wai Hin

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JACKY AU Chak Ming

15057672G

DOROTHY FONG Lok Ping

15028856G

&

DAISY CHEUNG Yat

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WEBSITE

IAN LAI Ka Tsun

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15095842G

https://issuu.com/

MOST EFFECT Hong Kong Culture Phenomenon

SEARCH

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001 100Most, Hong Kong’s trendiest and hippest media platform nowadays, is a media platform targeted at youngsters and people who are socially and polically conscious.

100Most started in 2013, and quickly gained popularity for its irreverence, acid humour and creative derivative works. It also has a strong ability to tap into current youth culture, and since then has attracted many youngsters to browse at their social media platform everyday. Last May, 100Most developed an online TV platform called TVMost, which produces a daily news clip, along with many other satirical video clips; quickly winning the hearts of the targeted young audience. They would rewrite online news and give it a humorous take, but would also send reporters to dig out interesting stories.

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As 100Most is mainly about daily life, entertainment and current policical issues, its contents include celebrity interviews, comics, regional and global news, and covers subjects from food to fashion and film. They are good at discovering and compiling available material from the local news or internet, and reworking or analysing it to give a different perspective. The editors of 100Most, whom they call themselves “Mo Mo”, has created an imaginary character and has been talking to its readers and audiences as a first person. This virtual identity is actually the editors of 100Most, but it has created a friend-like relationship with its readers and audiences. The main idea of this was meant to be funny, and be reflective of the general mood of “junk youngsters” in Hong Kong. As for their readers and audiences, they are referred to “Mo Children” or “Mao Hai”, which means they are members/followers of “Mo Mo”.

The style of 100Most, including its website, magazine and social media platforms, is unique and attractive. They deliver the text in short chunks with plenty of graphics, and reworking or analysing images to give a different perspective. In this paper, we aim to analyse the unique culture of 100Most within five artifacts - Body, Image, Time, Space and Object.

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Body & Mind Social Body How people shape and understand the environment

003 “Most” affect culture What we do is basically we constantly update the most relevant news about our everyday lives, we select and exclude some of the topics because we are only interested in the “most” topics. We do have a hierarchical organization of value to select the topics and it is accessible for everyone through magazine and internet.

The “Most” Truth We tried to represent something that lead the followers to decide whether it is real or not. We want to show that the real is polemical and let the followers to have an new experience to see the society in a satirical way. We are interested in letting people to discover their own interpretation and sharing knowledge.

010

ARE YOU BEING WATCHED?

ome to subscrib c l e e“ st w 100 o m e M ar os u t o

�

Y

or we created a feeling?

Mo Mo We are monitoring you without you noticing it. Base on your behaviours, we create new columns and please react to it to become the most subscribe column. These columns are making us what we are, spread the info and make them everywhere within our society. Keep your heads down, read the magazine and follow our Facebook. https://www.facebook.com/100most/?fref=ts

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“Most” Readers & Followers

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“Most” Trendy

“Most” Social

I am the most trendy person at my university, I am young, creative and love to make fun of someone.

I buy “100Most” magazine every-week because it has the hottest, funniest and coolest topics about the society and I often share these to my peers.

I love to read “100Most” magazine because it is the most influential magazine in Hong Kong. I use this to connect socially with others online and to discuss the topics with my friends.

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“Most” Attractive

“Most” Choosy

I often share their posts on my social media platform to get attention and seek comments from others. I like the fact that the “Most” effect enhance the interaction between me and my friends.

I don’t regularly buy a magazine except the “100Most” magazine. I like the way how they use of humour to mock the society and how they shape the environment and understand the society.

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The Self Experience Perception

Emotion

Thoughts

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009 Technologies of The Self

My thoughts/ My actions

My thoughts/ My actions

唔比你地咁講阿，明明就係佢偷 人野，癲倒是非。

鴨脷洲大街都有個係甘樣，放低 就走去食早餐，都係水都無滴。

好老師，一個都嫌少。

最後段野抽得好，唔知胡生贊唔 贊成咁既心態呢。

其實我覺得呢間學校唔錯，起碼 冇阻止學生示威。

但係交待左d捐款點處理未？

最重要來屆立會選舉保皇派，建 制派大幅減議席問題就好辦。

錢呀錢呀！真係關心嘅就自己 click去睇啦。

There are too many things going on per day, I have to create myself as a work of art. I have the desire to express who I am and I think “100Most” is a great platform for me to do that. It creates social relations and I have the freedom to leave comment, it becomes my body, my soul thoughts to transform myself to get a sense of inclusion, happiness or even supernatural power.

I am a typically Mo Hai, I read “100Most” magazine every-week and I follow their Facebook everyday. I often leave comments to express my thoughts, it is a place for me as a narrator to describe or reflect our society. In the new media culture, the definition of identity is a bit blur, we are now having multiple identities experiencing, a comment actually doesn’t mean anything but have an identity on a virtual society.

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228 Photos in February, 2016

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“Most” Effect 011

We are not trying to show you the negative side of the society, but we are being productive to show some of the facts all over the world every week to become a source of social discipline and conformity.

relax Hong Kong people take it easy

POSITIVE FORCE IN SOCIETY

“Most” Influential & Engaging The body is an interface

Media

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Power

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Ritual

Web as personal space HK

Surfing

“On the internet, nobody knows you are a dog.”

Purchasing

The ritual is sharing a common ritual.

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Community & Individuality

“100 Most” Facebook page is a community which has a connection between “100Most” and 80k followers. It has the power to construct a small community within a society and making death of individuality.

World

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Public & Private

Public & Private are social body that conceptualized different domains of everyday life and this is the “Most” effect has been doing in the last 2 years.

017 “Most” Power is everywhere???

Power Everyday Socialised

Knowledge Embodied Truth

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Society of Control Lifestlye?

We are now allowed to read our society in a different way, we can the freedom to understand and find our own interpretation. It is just an illusion of freedom, we constantly give you information and control what you see and read. Your behaviour is tracked and encoded, interpreted into a pattern of your daily life (lifestyle). We know where you buy the magazine and which post you followed, liked, commented and shared.

Your own Community -you and the magazine Body - Photography - Magazine Cover

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We are looking for Mo Hai It is very rare phenomenon that a magazine has given an identity to its readers/followers and it is called “Mao Hai�. It sets an regular activities to a reader to maintain their identities within an virtual society and form a new system. This development shows the regime of social control, and how power controls bodies.

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What is MOST EFFECT in TIME? MOST UPDATE

Update

Traffic in Time

Bookmark & Subscribe

Facebook

Visitors able to book their time in future for futher experience about 100Most through the action of bookmarking and subscribing.

This behavior is the key and first step that lead visitors to join the party of 100Most. It will become a life pattern or even a “Must” in future when they in love with it.

100Most is now mainly focusing the promotion and advertising on Facebook not because it is free, but they can grow the seed(Posts & News) and let them floating at the cyber space.

Visitor who are interested will like and share the post which would help the growth of it. Which means visitors can view informations form different time at the same time. (Relative Relation)

Time Warehouse

Time Travel

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Affection from Infrastructure of Digital Time

Instagram

Website

100Most will present their news in short points and focus simple graphics on Instagram aim to create memory in time.

100Most’s website is the Archive that collect and record all the history of 100Most. It also shows how designers can good use with the development in time on web or flash.

They are symbols that form spectacle in nano seconds which can generate imagination relate to specific socail issue. It is a form of non-stop gallery in time.

It broke the limit of time and preserve time at the past.

The website can avoid time’s ravages.Visitor can watch news long long time ago by going to 100Mkst’s website.

Time Gallery

Time Archive

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STRATEGY of Most Effect Updating Content Every Nano Seconds

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1 mins age.

Facebook

30 mins age.

Besides the 100Most magazine, the most appearance in Hong Kong social life is on the social media platforms such as Facebook. The reason why they focus on facebook action because they want to have the aid of gravity of web traffic.

2 hours age.

Somehow facebook have become a different form of church that not just affecting the user behavior of itself, it can turn everythings from a micro to a world in nano second.

The dromology of this process is the new form of share.

100Most good use of the moment of like and share (dromology) to distribute their informations in a fast speed through one to others.

3 hours age.

4 hours age.

DROMOLOGY Nano Second Secondly

Dromology of 100MOST is the challenge of speed

Hourly

Daily

Weekly

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I Want You !

FINGERING TIME Symbolic Movement in Time People is now obeying power of 100Most. If we describe social platform as a church, than 100Most will be a kind of religion. The ritual of of this religion will be the movement of fingering on devices.

The “Fingering Movement� generate new patterns on digital time. This cyber scenario is a new kind of feeding to the religion.

Nutrition

You Are My Hero!

046 “CYBER FARMING� in time Ritual that Cause Most Effect

Fingering on devices seems like planting in reality. But the one who put the seed(post) on source is 100Most. Visitors and subscribers will fingering their devices to like, share and comment on the posts(Giving nutrition).

On the process of growth, 100Most will keep interacting with the subscribers through comments and update new informations.

Subscribers become time editors on the process of feeding. They decide the complex speed in digital time space. The unique affection of this scenario could be a great force that can subve the social state of citizen in every seconds. Somehow it becomes a spirit that people believe on. 100Most is planting a value to make more people criticize the idea of society. in time

Nutrition

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Do you know how to be influence in time ?

Be faster and frequent occurrence

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Most Popular

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RUNNING out of INTEREST Human as Timer As the experience of 100Most is now focus on maximum 3 dimensional productions. Subscriber will be bored one day. The interest of subscribers is the timer of 100mosts.

100Most needs to produce more spectacle and surprise to avoid the gone of followers.

Subscriber

Interest

Time is a waterfall of memory. It always deliver new memory to you with spectacles, but it also brush the old retention simultaneously.

100Most is chasing the time with at every monment. Not just to create memory for different visitors. They keep updating informations because they want to keep their informations on top of different media platform every moment.

Thus, they need to be faster than other cyber religion such as 9GAG. They need spectacular frequency or pattern in time. This is a war of time racing with others every moment. The funny thing is the cyber space need this war. It creates surprise and dynamic for the space. It is a healthy competition.

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POST-TV TIME DIMENSION MOST

Traditional TV channel is base on a timetable to setup specific programmes, but nowadays viewer willing to watch things on specific period which relate to own emotion or behavior. They don’t care about the time of programme, but they mine the atmosphere of that period. It is about exchange of memory.

050 Traditional

TV Channel

GROTESQUELY

051 Online TV

Channel

毛記電視

By

PAST

PRESENT

Timetable Display on Website

Timetable Display on Website

(http://programme.tvb.com/jade)

06:30PM 07:30PM

News At Six-Thirty Jade Solid Gold

CHRONOLOGICAL TIME

TVB is the most greatest historical TV channel. It is a symbol and time archive of Hong Kong televisions.

Unfortunately, there are many grotesque moment in TVB’s history and viewers start to ridicule them as a boring projector and a representer with strong political state.

(http://www.tvmost.com.hk/schedule)

About 06:30PM Dinner Time

News At About Six-Thirty Song Solid Gold

ATMOSPHERICAL TIME

100Most create sense of grotesque and humor through editing the name of programme in the past on tradition channel. It brings back memories and regenerate into a different way to stimulate public discussion about social conditions.

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CORE EVEENT of 100MOST TV MOST BEST TEN HUMOR SONGS AWARD DISTRIBUTION

MOST UPDATE

Fullham, London, United Kingdom

TIME

REALITY IN CYBER SPACE

EVERYWHERE IN THE WORLD

EVENT EVENTTRAVEL TRAVELTO TOTHE THE WORLD WORLD

Viewer from different platforms will explore 100Most from every stages in the time tunnel. This tunnel do not have any boundary, it is a railway that can join every stations under different background in the world.

It can gathering individuals to group, joint group to a party.

This is a memory weaving tunnel in time.

CYBER CYBER RITUAL RITUAL

A moment for collecting and present more social experience. It can generate new trend of Hong Kong. Event of 100Most project social conditions in time that can affect the movement in different space instead of just cyber responses.

Queen Elizabeth Stadium, Wan Chai, Hong Kong

IFC Underbridge Space, Central, Hong Kong

A majority of viewers of 100Most have share the time in common on street in reality. This is a time affection by socail gathering COMMON COMMON in in REALITY REALITY through the impact of cyber world Time Time Sharing Sharing

REALITY At home

REALITY THROUGH CYBER SPACE

Event is a flexible tunnel that pass through every places and time. Internet is the projector that makes event of 100Most break the limition of time.

Although the event take place in Hong Kong, but it can happen in everywhere in the world through the tunnel(internet) at the same moment.

MEMORY AND TIME PROJECTOR

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056 The Most Effect in Cyberspace TVMOST is a place (and a platform) for its audience and readers to express views.

This place exists because people talk and discuss about it.

{057} Cyberspace is the home to TVMost. As the meaning of cyberspace is imaginary and virtual, it is where all computer/ digital communications take place. No real objects exist in cyberspace, and it is entirely made up of information and data collected. TVMost collects all current, immediate news in Hong Kong and the region; they manipulate these information and express these information in their unique, satirical way on their website, Facebook page or Instagram page.

{058} Cyberspace can also be a tool, a place or a state of mind.

“When people contribute to Wikipedia, Wikipedia exists; If people tweet, then Twitter exists”. When people browse at TVMost and share TVMost’s posts and content, the TVMost culture exists. It is considered to be one of the “hottest” talk of the town.

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In this case, TVMost is a tool and a place. It is a tool for the editors to spread certain messages.

From daily interests to social issues to political views, the editors of TVMost distribute and convey their messages through their website, Facebook and instagram.

As for these “editors”, they portray themselves as a virtual identity called “MoMo”, and continue to talk in people’s shoes everyday.

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INFORMATION

060 SPACE

061

Information spaces surround us. When we retrieve a file from our computer, we are browsing through an information space; when we use a search engine we are sifting through an information space; and when we visit a website we are moving through yet another information space.

— Jason Withrow “Site Diagrams - Mapping an Information Space”

062 social media

Social media is the most important channel for any type of information space nowadays.

Social media platforms such as facebook and instagram generate uncountable images transfer and information distribution per day, nontheless per hour.

TVMOST took advantage of this and updates their posts very frequently to attract their readers and audiences, to keep them most occupied.

064 types of information

Ranging from ironic news for the day, to irrelevant information such as “a good way to store your snacks”, TVMOST constantly streams diversed types of information on their website and social media platforms. The videos and clips that are posted are mostly full of humor and are presented in cliche/ satirical ways - such as having “fake” news presenters or other caricatures.

063 website

TVMOST’s own website provides all the information and most updated news. Audiences and readers constantly live stream the page and check it out for instant updates. The website operates like a news website but involves other social / irrelevant issues.

065 most accessible

Whenever and wherever readers are, they can easily stream the videos on TVMOST’s website, facebook page or instagram page. All of these are easily accessible on mobile phones, ipads, laptops, computers and televisions.

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SPACE

NEEDED FOR A RITUAL, A COLLECTIVE ACTIVITY A ritual in cultural context can mean greetings, ceremonies and collective activities. TVMost held an award ceremony which we consider as a ritual and a collective activity. It grouped people and audiences together in four different form of spaces - personal, social, public and cyberspace.

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MOST OCCUPIED SPACE

TVMost’s readers and audiences constantly have to refresh their social media platforms in order to be most updated with their stories and posts.

The cyberspace that created TVMost is interconnected by different sources. They get their information from newspapers, magazines, entertainment news and other adhoc events - and thus distribute it to their own audience, occupying their cyberspace.

TVMOST’s first ever awards distribution ceremony showed on 11/1/2016.

Hundreds of thousands of Hongkongers watched with delight on their smartphones and television screens that night.

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PERSONAL SPACE

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SOCIAL SPACE

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PUBLIC SPACE

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CYBERSPACE

smart phone computer

karaoke restaurant

sports stadium public transport

laptop television

friend’s house bar

park open area of housing estates

youtube live stream

From personal space to social space to public space, the audience and readers of TVMOST has occupied the web by using their smartphones and televisions; they went to social spaces such as karaoke or friends’ house for watching the ceremony together; and hundreds of thousands of people crowded in the Queen Elizabeth Stadium in Wan Chai. Parodying the TVB gala, this ceremony of TVMOST was trying to invent a new gesture of award ceremonies, with Cantopop songs that reflected the society’s political, educational, social and entertainment issues.

073 To conclude, space is closely linked with time. In this case, TVMost presents itself through cyberspace and information space with social relationships embedded in it. The content and culture constantly occupies its readers’ personal spaces; but can also be found in public spaces during its rituals.

Despite this non-physical terrain, its readers can still communicate and experience interconnection.

It is a printed magazine published weekly (on every thursday). Basically it contains about 75 pages of content printed with not more than 20 pieces of paper (including the cover) folded half.

Feature part of magazine is released together with the magazine randomly with some specific themes. It is presented initially in a traditional way of media, a tangible paper book form and communicating with the readers mainly by vision.

Printed magazine is the common form of media products which is handy and easy for circulation. It is easy for sharing 100Most among readers.

100Most focus on presenting the 100 most popular topics in a week, from things about people’s daily life to politics in the Hong Kong society. Every single passage is just about 100500words, so that the readers can finish reading the magazine appropriately in a week of time.

It is aimed to catch readers’ focus of attention and to draw their awareness to happenings around them according to the short attention span of people nowadays.

According to Jean Baudrillard’s Object Value System, 100Most is an designed consumer object, which can be valued in 4 ways : Every issue of 100Most is magazine for mass reading.

The selling price of it is HKD $10.

It is a magzine represents the daily life leisure reading

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It is a magazine confers the readers the daily life trend followers.

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100Most is the product designed and produced under the influence of the daily life trends in Hong Kong. The content of the magazine is consuming the elements of pop culture, for example, the exisiting information circulationg in different media, the hit styles and also the popular figures in the society, etc.

“Mo Mo” have their own signature style in conveying the difference source of information to reproduce the 100Most signature style, and then when readers share the product of 100Most among them, this generates the “Most Effect”.

Besides the printed magazine, 100Most expanded and fully utilized the social media to build a norm of followers across the social network. Either the magazine or the social network of 100Most became interactive medium to increase the social interaction between the readers.

100Most generates many topics for people to chit-chat in their free time, when the readers want to raise some topic for discussion, simply they will just ask others, e.g. “Have you read the new post of 100Most? It mentions about the news......etc.” This will raise the readers’ curiosity to find the source of the information and to know more and more about the things around them, conversation and discussion is then simply formed.

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ATTRACTIVE

The famous cat in a news stand in Tsim Sha Tsui East with 100Most magazine, shared by reader via Instagram.

100Most magazine with the emoji icon added by a reader, shared by reader via Instagram.

For example, when 100Most shares the artist’s post, this will increase the traffic for both the artist’s and 100Most’s facebook, and the comments in both facebook page, readers started their conversation in the comment page.

Fans of 100Most would become the collectors of 100Mosts’ products. When they have build up the habut of buying the magazine, from time to time, the collection will become big. While for those who have missed out some issues of 100Most, they will try to purchase the old issues, the collecting activity makes 100Most to be a consumer product as the value paid is more than just buying the magazine for reading but for the collection.

The images published in the social media platforms could also be the virtual objects collected by the fans.

To conclude, as an object, 100Most itself is a symbol for this “Most Effect”. With the social relationship between the editors, “MoMo” and the fans as the hero of this culture, more and more collective activities generated by them will then establish the value of 100Most as the most important form of media for people to learn, to share and to produce some other new products from it.

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Reference : https://www.eventbrite.com/e/opening-ceremony-of-ink-innovationsand-crossovers-retrospective-exhibition-of-paintings-by-wucius-tickets-22251552994

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Reference : http://www.sd.polyu.edu.hk/enews/201603/ezio/

http://www.sd.polyu.edu.hk/enews/201602/Henry_Steiner/

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Reference : http://www.sd.polyu.edu.hk/enews/201602/Henry_Steiner/

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Reference : http://www.sd.polyu.edu.hk/enews/201601/mdes_info/

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096 Image Column This is screen capture of tvmost app. There is just the TV and articles can be read and share.

As they usually create images that sharing our daily life, and mocking we could add one more column “Image� in their recent app. It provides a data base of the image for the users share to the friends instantly. Share the images for awakening, mocking, entertaining, inspiring etc.

097 M Angry

Bilingual

Recently, the app is just providing Chinese version for local people to read and share, but neglected the foreigner in Hong Kong. We think this funny mocking style is worth to share with the foreigner, let them understand Hong Kong local mocking style. In each image we have translation to tell them the meaning. After they understood, it will increase their sense of belonging to the living place.

om

tion Dona

This one is added the image column for users instant sharing.

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iche

g Agency

Design N

in Advertis

Since 100Most is creative in applying image for mocking or expressing meaning, they have the potential to do the advertising agency. With their brilliant ideas, it is effective in promoting the brand.

We would like to ask our followers and readers to get more engaged with “100Most”. It can be done by collecting their comments/ideas from social media that the followers and the readers think it is the “Most” interesting topic of the week and let MoMo to represent it on online platform such as TVMost.

099

oMo

i>M Mo Ha

MoMos - performers in TVMost

100

Social Event

To hold some event to let our readers and followers for gathering and get out of the virtual society. This will form system of exchange knowledge, experience and share common culture to become a ritual in order to understand and shape a new form of society and living environment.

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