Hong Kong used to be "small but GREAT" city. Due to the pandemic and political unrest in recent years, Z-generation in Hong Kong and their bonding to the city much weakened. Over 100,000 residents have left Hong Kong in 2022 and young parents are showing less confidence to the city’s future, worrying Hong Kong may gradually lose the state of being the perfect growth place for their next generation like the good old days.

With the latest launched "Kleenex mini Tissue", we resonated young generation's recognition to the meaningful side of Hong Kong by revealing the city's unseen "mini but meaningful" stories and pledge to rebuild their confidence for recognizing the heartwarming hope to live their days in Hong Kong.

Partnered with online publication and keyword search data house, Kleenex conducted research to identify four touching stories based on the most socially-engaging topics, which netizens expressed lasting concern – landscape pollution, homeless street-living, stray animals rescue, restricted support to the disabled athletes.

Instead of communicating in conventional format, Kleenex collaborated with local miniature-illustration artist, and created Kleenex miniFUL Museum- the mini but the most meaningful museum in Hong Kong.