The people’s drinkable heritage : recognizing the brand "Vitasoy" as an intangible cultural heritage for Hong Kong

Abstract

Have you ever wondered if the food and drinks that shape your everyday lives are so significant that they could be recognized as intangible cultural heritage? This study will investigate the possibility of one of Hong Kong’s most iconic beverage brands – Vitasoy – to be recognized as an intangible cultural heritage at the local level, particularly as a social practice. For this research objective, the study focuses on the most representative product under the brand Vitasoy, which is Vitasoy soy milk, as a means to investigate the relationship of the brand with Hongkongers. With eighty years of history, Vitasoy soy milk is an inseparable part of the social life of most Hongkongers connecting with the societal needs across different time periods. It is a lifestyle passed down from generation to generation. Vitasoy soy milk accompanies Hongkongers everyday lives, many memories in their childhood days are associated with this beverage – it is often considered as “childhood in a box.” Vitasoy soy milk is an iconic and local beverage that represents the unique “taste of home” reinforcing a sense of identity for Hongkongers. The study assimilates the research findings to align with the four characteristics of intangible cultural heritage as outlined in UNESCO’s Safeguarding of the Intangible Cultural Heritage Convention – traditional, contemporary and living at the same time; inclusive; representative; and community-based. This proves the research hypothesis of Vitasoy being recognized as an intangible cultural heritage locally under the domain of “social practices, rituals and festive events.” The research also poses the larger question of the international understanding of this intangible cultural heritage domain, where the balance between traditional and contemporary elements listed under this domain is argued. The findings suggest that the scope of items included under “social practices” can be widened to define and protect a broad range of intangible cultural heritage based on the everyday lives of communities.