A sudden name change on the Facebook page of Hong Kong's iconic family entertainment chain "USA Jumpin Gym" has upset loyal customers, with many lamenting the loss of childhood memories associated with the brand.
The 31-year-old entertainment chain quietly updated its Facebook page on Thursday, dropping "USA" from both its Chinese and English names. The page now reads "Jumpin Gym" with a redesigned yellow logo featuring markedly different typography.
However, the company's official website, mobile app, and physical stores across Hong Kong still display the original "USA Jumpin Gym" branding as of today. This inconsistency has drawn criticism from fans, with some questioning why the changes weren't implemented uniformly.
Records from the Intellectual Property Department reveal that parent company Action Amusement Company Limited filed a trademark application for "JumpinGym" on May 29, which is currently pending approval.
The original "USA Jumpin Gym" trademark, registered in 2000, remains valid until February 2027.
Founded in 1994 by brothers Chen Guohua and Chen Guofu, the chain grew to become Hong Kong's largest indoor playground operator with 59 locations at its peak.
The Facebook rebranding has sparked emotional reactions from longtime patrons.
Comments on the page range from practical concerns about inconsistent branding to nostalgic disappointment, with one user calling the new logo "ugly" and others expressing sadness over the erasure of childhood memories tied to the original name.
