Cover Nicholas Yum, established Beluga in 2011 (Photo: Affa Chan)
Nicholas Yum, established Beluga in 2011 (Photo: Affa Chan)
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For Nicholas Yum, paper has plenty of potential and a bright future ahead that can’t be cut short, no matter what kind of scissors are thrown its way
In a world that’s constantly celebrating innovation and technological advancements, humble paper has become somewhat of an afterthought. A forgotten relic. An outdated medium in a society that’s sprinting towards everything digital and dismissively shouting over its shoulder, “print is dead!”
That couldn’t be further away from the truth, and Beluga is here to prove it.
Its director, Nicholas Yum, established Beluga in 2011, the same year he joined his family’s business, Hung Hing Printing Group — a printing giant headquartered in Hong Kong that began as a small shop in 1950 — to show the world just how much creative potential paper still has.
“We are in the business of challenging traditional paper industry practices,” Yum says. “By exploring new designs we are able to promote both the versatility and sustainability of our paper products.”
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Beluga’s commitment to sustainability is one of the ways the brand stays relevant. Another is spotting opportunities where others might only see limitations, responding to ever-changing market trends and the evolving needs of its customers. Rather than being defeated by the ecommerce boom, for example, Yum recognised that with more online shopping there must be a higher demand for packaging durable enough for international deliveries.
“The worldwide concern around climate change has demanded businesses look for alternative packaging material to replace plastic,” says Yum. “Paper, which is considered more sustainable in terms of its carbon footprint, has been developed into more applications.”
Leading a modern brand backed by a parent company with so much history and experience put Yum in the perfect position to dream up new ideas and then bring them to life.
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In fact, there’s a perfect word for it: “innofacturing”.
“At Hung Hing, Beluga is the ‘inno’ part of the formula. We innovate and design, then put it to manufacturing at Hung Hing,” Yum explains.
The term “innofacturing” originates from the Hong Kong Science and Technology Park (HKSTP), which is a stout supporter of Beluga. HKSTP’s Tai Po Innopark is also where Beluga calls home.
“Innopark focuses on creations that are ‘innovated, designed and made in Hong Kong’, and this is exactly what we do at Beluga,” Yum says, revealing that their relationship has grown the brand in ways that would not have been possible otherwise.
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Above Support from HKSTP means Beluga's production is much smoother
Support from HKSTP means Beluga's production is much smoother
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“The land resources available enabled us to build our R&D and design capabilities right next to the manufacturing facility,” says Yum, explaining how the move increased production efficiencies.
Just as well, because Yum believes Beluga has a bright future ahead, particularly in a city like Hong Kong, where innovation is so valued.
“For centuries Hong Kong has been where eastern and western cultures intertwine. It’s in our DNA and it nurtures innovation and creativity,” Yum says. “Hong Kong people are famous for being hard working, fast-paced and dynamic, and we will continue to be.”
Innovation Starts Here is a year-long celebration of Hong Kong innovation initiated by Hong Kong Science and Technology Parks Corporation (HKSTP), to mark its 20th anniversary in 2022. The campaign showcases how HKSTP harnesses the innate spirit of natural ingenuity that lives inside Hong Kong, redefining I&T in the city and the world.
Credits
Photography: Affa Chan
Videography: Capsule 48
Grooming: Gloomy Kwok
Heidi Yeung was the Digital Editor at Tatler Hong Kong. Previously, she was a digital production editor at South China Morning Post, Hong Kong's leading English-language newspaper, and relied on cat memes to get through heavy news days.
