The Standard’s youth-focused marketing campaign, Tiger Circle, has clinched the BDA Brand Award 2026, marking a major milestone in the 77-year-old English media brand’s transformation strategy.
Launched earlier this year, Tiger Circle serves as a community platform designed to engage Gen Z and young professionals through content, events, and interactive initiatives.
The campaign has breathed new life into the heritage publication, which has been a trusted English-language news source in Hong Kong since 1949.
The marketing team at The Standard’s parent company, Sing Tao, worked tirelessly to reimagine what a legacy brand can be. This award testifies to their creativity and dedication in connecting with a new generation of readers.
The BDA Brand Award, presented at the Hong Kong Design Summit on August 21, celebrates brand innovation and design excellence across Asia. Tiger Circle was praised for its creative audience engagement and success in diversifying The Standard’s readership.
Tiger Circle is just the beginning. The Standard has more youth-focused initiatives in the pipeline, promising an exciting new chapter for the media brand.
Join Tiger Circle now, engage with our content, and help amplify The Standard’s voice as we continue to celebrate Hong Kong—its people, its ideas, and its future:
Instagram: @tigercircle.hk
LinkedIn: Tiger Circle Official
