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

On October 18, 2025, Manulife Hong Kong, in collaboration with the non-governmental organization JUST FEEL, launched the city’s inaugural “My Flag Day.” This unique initiative saw 500 family volunteers distributing over 10,000 flags to residents, encouraging them to express their emotions through colorful representations. Participants were invited to select a flag symbolizing their current feelings, reinforcing the importance of emotional awareness and self-care in the community.

Engaging the Community in Emotional Expression

“My Flag Day” aimed to raise public consciousness about emotional well-being by providing a platform for individuals to acknowledge and communicate their feelings. The flags, which were distributed for free, featured designs from the “My Flag Day” Flag Paper Design Competition, showcasing illustrations created by local primary school students. Each flag represented six distinct emotions: “happy,” “warm,” “excited,” “sad,” “angry,” and “scared.”

The initiative encouraged participants to wear these flags, transforming often unspoken feelings into visible symbols of personal expression. By donning the flags, individuals not only validated their emotions but also sparked conversations that fostered mutual understanding and compassion within the community.

Strengthening Emotional Well-Being Through Partnership

The partnership between Manulife and JUST FEEL, initiated in April 2025, is part of a long-term commitment to enhance students’ emotional health and promote a culture of compassion in schools. This collaboration aligns with Manulife’s Impact Agenda, emphasizing the company’s dedication to supporting sustained health and well-being throughout the community.

“Mental well-being is a vital pillar of overall health and is essential to living a fulfilling life,” stated 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. We are pleased to partner with JUST FEEL to launch Hong Kong’s first ‘My Flag Day,’ a meaningful initiative that advances public awareness on emotional well-being.”

Raymond Yang, Co-founder and Executive Director of JUST FEEL, echoed this sentiment, adding, “Expressing our feelings with courage and sincerity is crucial for fostering well-being and building healthy relationships. Through ‘My Flag Day,’ we have extended emotional education from schools to families and the wider community.”

The initiative not only served to educate the public but also encouraged families to explore their feelings together. By mobilizing 500 volunteers, the event strengthened parent-child relationships and promoted a caring atmosphere in neighborhoods.

With a focus on active listening, acceptance, and emotional expression, “My Flag Day” represents a significant step towards preventing emotional suppression in society. As this campaign unfolds, both organizations remain committed to furthering their efforts in promoting emotional education and compassionate communication across various local platforms.

As a trusted name in financial services for over 125 years, Manulife Hong Kong has continuously sought to improve the lives of its customers. The company serves more than 2.6 million clients in Hong Kong and Macau through a wide array of financial products. JUST FEEL, established in 2018, has worked diligently to enhance emotional education in local schools, impacting over 55,300 students and 87,300 parents through its initiatives.

The successful launch of “My Flag Day” marks a new chapter in fostering emotional well-being within the community, demonstrating a collaborative approach to enhancing society’s understanding of mental health.