On a bustling afternoon at Yat Lok, one of Hong Kong’s most beloved eateries, Han Chong found himself caught in an unexpectedly humorous moment. He had been filming Self-Portrait’s Lunar New Year 2025 campaign with a team of Hong Kong icons, including Carina Lau, Bowie Wu and William Chang, when he couldn’t resist sneaking away to indulge in the restaurant’s famous Roast Goose Noodles. “They kindly gave us one table to shoot at, but the place was packed with customers waiting for lunch,” Chong recalls with a laugh. “As soon as a table freed up, I couldn’t resist a bowl of noodles. Meanwhile, Carina and the rest of the crew were still shooting and caught me eating at the table next to them. It was one of those funny moments that I’ll remember forever.”

That moment captures the spirit of Self-Portrait’s latest campaign—warm, familiar, and deeply rooted in tradition. From the start, Chong envisioned this project as a celebration of connection and culture. “I wanted the campaign to feel warm, familiar, and relatable,” he explains. “From the beginning, Carina was always the central starting point. I developed the idea around her lifestyle in Hong Kong, focusing on how she moves through the city and her connection to its vibrant culture.” Inspired by the emotional resonance of nostalgic TV dramas, Chong built the campaign around the friendships between Carina Lau and her campaign co-stars. “The connection between them is real, and their familiarity makes the campaign feel like home,” he says.

The decision to film in Hong Kong was a natural one. “There’s such a deep sense of nostalgia when we think of iconic characters and the emotional connection we have to them,” Chong shares. “Carina really helped bring the concept to life and brought in her friends: William Chang, Anna Ueyama, and Bowie Wu.” Together, they navigated the city’s streets, capturing moments that reflected the warmth and vibrancy of Lunar New Year. For Chong, the campaign’s creative direction felt effortless. “It all came together quite quickly, as the creative direction felt so natural once we had that focus,” he explains.

The one-day shoot unfolded like a true Lunar New Year celebration. With long-time friends both in front of and behind the camera, the energy on set was electric. “It never feels like work when you’re having fun and being creative together,” Han reflects. From intimate scenes at Yat Lok to lively moments that showcased the city’s festive spirit, the campaign – in itself –  became a love letter to Hong Kong. Every detail, from the styling to the set design, was inspired by Han’s own childhood memories of Lunar New Year in Penang. “Growing up in Penang, there weren’t a lot of big events, so Lunar New Year was always a big deal,” he says. “I have so many fun memories of the holiday, from the preparation to the laughter and the shared moments with loved ones. Those feelings inspired everything.”