Discovering the Hong Kong aesthetics : a semiotic discourse analysis of 1950s-1970s grassroots interior imagery

Abstract

Hong Kong designs have long faced criticism for their lack of originality, despite significant government investment, abundant opportunities, and ample resources. Rather than cultivating a unique design philosophy, the pragmatic nature of Hong Kongers has often led designers to adopt various "styles" superficially or engage in outright imitation to achieve efficiency. In the recent decade, however, a new aesthetic trend has emerged, a series of nostalgic, grassroots-style designs that aim to represent what is known as "Hong Kong-style". This resurgence coincides with large-scale sociopolitical movements after 2014. It reflects a collective desire to reconnect with cultural roots and preserve local identity, especially under the pressures of the Greater Bay Area integration policy. This dissertation employs semiotic discourse analysis to investigate nostalgic imagery in interior design, focusing particularly on public and semi-public non-residential spaces that reference the 1950s–1970s. By analysing recurring spatial motifs, materials, and stylistic elements, the study aims to uncover the visual language designers use to evoke "Hong Kong-ness". This dissertation argues that while the pursuit of cultural roots helps anchor identity within a historical context and fosters a sense of belonging, the concept of "roots" also creates a fixated narrative of "Hong Kong-style" that limits potential. By challenging these constraints and questioning the traditional concept of "style", the study seeks to reveal the original aesthetic characteristics of Hong Kong. Through the analysis of recurring "Hong Kong-style" imagery, this research offers a fresh perspective on Hong Kong’s design identity. Ultimately, the study contributes to cultural studies and design theory by proposing Grassroots Nostalgia as a lens for understanding contemporary Hong Kong aesthetics. It lays a conceptual foundation for more reflective, original, and contextually grounded design practices that move beyond surface replication toward a richer expression of local identity.