“The Victorian” is an online media platform, which aims to perform the role as a lifestyle guide

for Melbourne Hong Kongers. In the digital era, people tend to gain news and information not

only from the internet, but more specifically, from the social media. Seeing the success from the

BuzzFeed pages from all over the world and some of the popular online media platforms in Hong

Kong, such as New Monday, 100 Most, etc., we observed that the big trend in the online media

platform is the “SHARING” of soft news. We hope to share the most update news (especially soft

news) and lifestyle guides to our target audience.

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So, why targeting Melbourne Hong Kongers’?

As we can see, there is only a small number of online platforms which is tailored for the Hong

Konger in Melbourne. However, there is actually a need. Most of the online media platforms

currently in Melbourne are in Simplified Chinese, which implied that their main target audience

is the mainland Chinese, however, to the Hong Konger who read and write in Traditional

Chinese, they would have a lack of sense of loyalty to those platforms. There is a Traditional

Chinese online news platform called The China Town News, but it focused on news translating

from English to Chinese, which is in a more serious manner and could not appeal to the

young audience. Therefore, it comes to us that “The Victorian” could be a new standard to the

Melbourne Hong Konger as an one-stop online lifestyle guide.

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As a large number of our target audience from our clients (the 4 HKSA’s) are Australian

Born Chinese, commonly known as ABC, they are fully confident and fluent in either of these

languages. Where through the creation of “The Victorian” this one stop platform will allow our

client and target audience the ease to navigate between the two

different cities’ at once.