On 16 February 2025, HSBC scholars joined a tour organized by FSI’s Project GuideFong in the heart of Sham Shui Po to engage with ethnically diverse (ED) business owners. Through interacting with the grassroots entrepreneurs, the scholars gained insights into the entrepreneurs’ journeys of overcoming economic and social challenges in Hong Kong.
About Project GuideFong
As an initiative of the Foundation for Shared Impact, Project GuideFong aims to enhance visibility and break down cultural barriers for ethnically diverse entrepreneurs, as well as to facilitate engagement between local grassroots businesses and the community. Through its efforts, GuideFong – inspired by the Cantonese word guide fong, which means a neighbor or a friend in the community – celebrates the stories of diverse entrepreneurs, fostering economic and social inclusion in Hong Kong.
A core initiative under Project GuideFong is the GuideFong directory, Hong Kong’s first-ever online directory dedicated to ethnically diverse entrepreneurs. With user-friendly categories such as Halal-friendly, Eco-friendly, Health and Wellness, Social Enterprise, Owned by Moms, Food and Beverage, Beauty and Hair etc., the directory showcases over 200 unique shops and offerings often overlooked by the public.
GuideFong Tour
The GuideFong Tour is regularly held by Adnan Riaz, Hong Kong-born Pakistani and FSI’s Community Business Support Assistant, to connect members of the public with the city’s ethnically diverse entrepreneurs.
For the GuideFong Tour on 16 February, we visited Sham Shui Po in Kowloon, a district well known for its rich tapestry of cultures and vibrant marketplaces, where visitors can find a variety of goods, from textiles and electronics to street food and local delicacies. However, Sham Shui Po is also one of the poorest districts in Hong Kong, with 16.6% of its population living under the poverty line.
Life is hard for many ethnically diverse entrepreneurs in Sham Shui Po, as they often encounter financial challenges as well as language and cultural barriers, making it difficult for these grassroots entrepreneurs to sustain their operations and attract new customers. These individuals often have to make the most out of unexpected circumstances to seek business opportunities to make a living –– some resell second-hand clothing whilst others repurpose metal materials from car parts.
HSBC Scholars Meeting and Supporting Under-resourced Entrepreneurs
From Tai Nam Street to Nam Cheong Street, the HSBC scholars traveled around the depths of Sham Shui Po to meet and provide support to these under-resourced entrepreneurs. After gaining a better understanding of the entrepreneurs’ businesses, the scholars helped some of them register their stores on Google Business to build a digital presence and enhance their visibility.
Meet Muhammad Ehsa, the owner of Ali Brothers, located on Kee Lung Street. Muhammad moved from Pakistan to Hong Kong and has over 10 years of experience in operating Halal deli stores in Hong Kong.
“Ten years ago, I used to have three stores – one in Tsim Sha Tsui, one in To Kwa Wan, and one in Sham Shui Po,” said Muhammad. “But it’s just the one store in Sham Shui Po now because of business loss and the inflation in the last two years.”
Despite reaching an agreement with fellow vendors in Sham Shui Po to price their products similarly, Muhammad expressed the difficulties of losing foot traffic due to the COVID-19 pandemic as well as an increase in rent.
Knowing Muhammad’s struggles, the HSBC scholars began registering his business on Google, detailing his location, contact information, and operating hours. Ali Brothers is now receiving numerous five-star reviews and an expanding customer base, significantly improving its brand awareness in the community. This online presence has not only attracted more local customers but also helped Muhammad to reconnect with those who have visited in the past. By the end of our visit, Muhammad felt more optimistic about the future of his business, empowered by the support from the community and the newfound visibility in the digital space.
Throughout the tour, the scholars were introduced to an array of businesses owned by entrepreneurs hailing from various cultures, each facing unique challenges in their respective industries. For example, restaurants often experience unstable fluctuations in daily orders, while fabric merchants risk ruining their textiles and losing business on days with poor weather.
Social Cohesion, Community Empowerment, Cultural Exchange
To round up the GuideFong Tour, the scholars stopped by the Sham Shui Po Home Centre by the New Home Association, which offers support services for ethnically diverse communities.
The Home Centre embraces social cohesion, community empowerment, and cultural exchange. It provides a welcoming space for individuals to access various resources, including educational workshops, job training programs, and health services. By fostering connections among diverse communities, the Home Centre plays a vital role in helping ethnically diverse individuals integrate into society, build networks, and enhance their skills, ultimately contributing to a more inclusive and harmonious environment for all residents.
The GuideFong Tour was an incredibly fulfilling journey for the scholars, which opened their eyes to the struggles of ethnically diverse business owners and their devoted work ethic to survive in the harsh economic conditions in Hong Kong.
“It’s quite a rewarding experience, especially since I have actually walked past Sham Shui Po many times, but I never get to spot those ethnic minority grocery stores. At the GuideFong Tour, we had the opportunity to get into their stores and talk to them. I think it’s really an unforgettable experience,” –– said Natalie Wong, HSBC Vocational Education Scholar.
Witnessing how others in their community are putting their best foot forward in the face of adversity, the scholars recognized the power of community support and collaboration, understanding that by amplifying the voices of these business owners, they can facilitate social and economic inclusion. Ultimately, the experience reinforced their commitment to fostering greater awareness and advocacy for ethnically diverse entrepreneurs in their future endeavors.
Watch the video to hear more about what the scholars have to say about the GuideFong Tour:
