Core Insights - The article discusses the historical evolution and commercialization of soy milk in Hong Kong, highlighting its nutritional value and cultural significance, particularly during the 1930s and 1940s [1][2][3][4][6][7]. Group 1: Historical Context - Soy milk was industrialized in the 1930s, driven by the need to improve the health of the Chinese population during the Japanese invasion [2][3]. - The founder of Vitasoy, Lo Kwai Cheung, recognized the nutritional benefits of soy milk, which is rich in protein, vitamins, and minerals, and aimed to provide affordable nutrition to the impoverished [2][3][6]. Group 2: Marketing Strategies - Lo Kwai Cheung positioned Vitasoy as a modern dairy product, rebranding it from traditional soy milk to a vitamin-rich beverage, packaged in glass bottles to appeal to consumers [3][4]. - The marketing strategy included adopting delivery methods similar to those of dairy companies and opening a tea restaurant to promote Vitasoy alongside traditional Chinese desserts [3][4][6]. Group 3: Cultural Perception - Initially, soy milk was perceived as a "poor man's food" with low nutritional value, and its consumption was limited due to cultural beliefs about its "cold" nature [2][4][5]. - Despite early challenges in sales, Vitasoy eventually gained popularity among younger consumers in the 1970s, aided by changes in production technology and marketing approaches [6][7]. Group 4: Societal Impact - The success of Vitasoy in the 1970s was linked to the emergence of a new middle class in Hong Kong, which embraced modern lifestyles and international food culture [7]. - Vitasoy became a symbol of modern identity and social status, moving beyond its initial role as a nutritional supplement for the underprivileged [6][7].