Manulife and JUST FEEL Launch Hong Kong’s First “My Flag Day”

On October 18, 2025, Manulife Hong Kong and the local NGO JUST FEEL launched “My Flag Day,” an innovative initiative designed to promote emotional well-being across the city. This event saw the participation of 500 family volunteers who distributed over 10,000 flags, each representing different feelings, to encourage public expression and sharing of emotions.

Engaging the Community in Emotional Awareness

The initiative engaged citizens in a creative process where they were invited to choose a flag that symbolized their current emotional state. These flags were part of the “Feeling Flags” campaign, which included designs from local primary school students. The flags illustrated six emotions: “happy,” “warm,” “excited,” “sad,” “angry,” and “scared.” By wearing these flags, participants were encouraged to acknowledge and share their feelings, fostering a culture of openness and understanding.

“My Flag Day” not only raised awareness about self-care but also served as a medium for conversation, helping individuals express emotions that are often left unspoken. This aligns with the ongoing efforts by Manulife and JUST FEEL to promote a “Compassionate School Culture,” cultivating emotional intelligence among students and families.

A Commitment to Emotional Well-Being

Since April 2025, Manulife and JUST FEEL have been working together in a multi-year strategic partnership aimed at enhancing emotional education. This collaboration seeks to extend emotional wellness initiatives beyond the classroom and into the wider community.

“Mental well-being is a vital pillar of overall health and is essential to living a fulfilling life,” said Celia Ling, Chief Marketing Officer of Manulife Hong Kong and Macau. “We believe that creating space for people to openly express and embrace all feelings is key to building a healthier, more resilient society.”

Through events like “My Flag Day,” the organizations aim to inspire families to explore emotions together, strengthening parent-child relationships and fostering a more caring community environment. Raymond Yang, Co-founder and Executive Director of JUST FEEL, emphasized the importance of emotional education, stating, “Through ‘My Flag Day’, we have extended emotional education from schools to families and the wider community.”

The initiative reflects a significant step in addressing mental health issues by advocating for active listening and acceptance of all feelings. By encouraging individuals to don flags representing their emotions, Manulife and JUST FEEL aim to dismantle the stigma surrounding mental health discussions, ultimately contributing to a more compassionate society.

As both organizations continue to collaborate, they remain committed to transforming communication culture in schools and families. Their goal is to enhance students’ emotional well-being, making emotional education a priority in the community.

With over 125 years of experience, Manulife Hong Kong is dedicated to providing financial services and supporting community initiatives that enhance the quality of life for its customers. JUST FEEL, established in 2018, has also made significant strides in promoting emotional education within local schools, benefiting thousands of students and families.

For more information about Manulife and their initiatives, visit manulife.com. Insights into JUST FEEL’s work can be found at justfeel.hk.