A “romantic booth” is adorned with the wedding picture of Old Master Q and Miss Chan (left); there are four-person booths designed just like one of the cars commonly seen in the comics (right).

Opening ceremony of the OMQ Dining Room

Rex Ma, Managing Director and Co-Founder of the iGen6 New Media Group, feels a sense of mission in developing Old Master Q’s licensing business.

The Q Master series is designed for children.

Old Master Q is one of Hong Kong’s comic classics. A household name of a bygone era, the comics’ ability to connect with millennials was once in question. Eyeing the opportunities in character licensing, one Hong Kong company has launched Old Master Q’s licensed products and opened the world’s first OMQ Dining Room, serving new possibilities for the licensing industry.

The iGen6 New Media Group is Old Master Q’s licensing agent for Hong Kong, Macau and Southern China. The group’s Managing Director and Co-Founder, Rex Ma, is a big fan of the comics and the cultural values that they represent. In 2012, after being authorised to organise a promotional event for Old Master Q’s 50th anniversary, iGen6 was commissioned by Joseph Wong, the second-generation author of the comics, to be a licensing agent. “As a Hongkonger, I hope that the humour and joy of the comics and the local culture that they reflect can be passed on to future generations.”

Through product licensing, Ma has launched a series of Old Master Q household goods, such as ultra-thin body weight scales, LED desk lamps, insulated mugs and even a food truck toy made of plastic bricks. To target the children’s market, Ma launched the “Q Master” series to “chic up” the half-century-old Old Master Q.

Passing on culture through licensing

Ma added that Old Master Q is not only a local comic character, the comics are steeped in 1960s culture. “The licensing industry is very vibrant in Europe and the US, especially for art and culture licensing. There are movies, theme parts and restaurants. In Asia, licensing is still focused on products.”

As a regular of the Hong Kong International Licensing Show, Ma has met many manufacturers at the fair over the years, and he has cooperated with many of them to develop licensed products. Through the fair, Ma also met Golden Stone Catering Management Limited’s co-founders, Calvin Tse and Ray Chui. He became the “matchmaker” connecting the duo with Joseph Wong and the encounter led to the creation of the OMQ Dining Room.

Ma said that Golden Stone not only possesses experience in catering, its Kam Kee Cafes are designed to evoke a sense of nostalgia and history. During the planning process of the OMQ Dining Room, Joseph Wong gave many suggestions. “After two years in the making, the OMQ Dining Room hopes to deliver a three-dimensional experience to the diners. From the moment they step into the restaurant, they will enter a world of comics.”

Not the usual theme restaurant

The OMQ Dining Room was opened in September 2016. Ma said the restaurant features figures of Old Master Q and Big Potato as a waiter and a chef at the reception and an array of licensed merchandises. It is like a museum of Old Master Q. Entering the restaurant, diners will find four-person booths designed just like one of the cars commonly seen in the comics. On the walls and the ceiling are covers and drawings of the comics from different eras. There is also a “romantic booth” adorned with the wedding picture of Old Master Q and Miss Chan. Ma said that every spot is a photo spot. “People will take photos and share them on social media, which will get shared further and pass on the Old Master Q culture.”

Ma added that the fun of the restaurant also lies in its fusion of food and comics. “For example, all of the dishes are titled after Chinese idioms, just as the titles of the comics. One of the VIP rooms even has an Andy Warhol-style, nine-panel comic of Old Master Q. The decor taps into popular culture and recreates the kind of endearing resonance that Old Master Q brings to readers.” This enjoyable and memorable experience helps Old Master Q’s licensing business to thrive beyond products.

Digitising the licensing business

Speaking of licensing’s future, Ma said that as an “IT person”, he hopes to combine digital innovation with cultural creativity and bring licensing into the realm of e-commerce and multimedia. “For example, household goods can target smart homes, or we can leverage augmented reality apps to let consumers interact with the comic characters.”

Ma said that the Hong Kong International Licensing Show has already become one of Asia’s key licensing fairs. “Every year, the fair helps many Hong Kong designers to develop their licensing businesses and connects them to opportunities through business matching.” Ma said Hong Kong’s well-established legal infrastructure and global vision are important for the licensing industry to tap business opportunities in the mainland’s domestic market.