Not long ago I got a chance to visit a sizeable design firm in Shenzhen. At the reception area there is a memorial gallery that displays products designed by the firm. Each item has its own story and is a record of what the company has gone through. While they are all eye-catching, one of the products is really unforgettable. It’s a toothbrush with a story.

One day, the boss of a toothbrush factory comes to this design firm. He makes it clear and direct that he wants the design firm to help his business grow. The boss starts his business step-by-step from the assembly line, so he is very familiar with his own products. He garrulously talks about jargon and terminology like spiral clean toothbrush and soft and slim tapered bristles, etc. But the designer tells him that what he has to do is to manufacture products, and let the team of designers tell the story. After a period of time of planning, they come up with a love story about the guards. The toothbrush is designed with a royal guard handle and each package contains a pair of “guards”, signifying the guardian of love. With an outstanding design and a thoughtful meaning, this specially designed toothbrush stands out in the red oceans in the mainland. Even the price is more than double (from RMB4 to RMB9), the product is very popular especially among young couples. The sales volume continues to increase as a lot of young couples buy it as a gift, and usually they buy a pair of them. The spokesperson of the design firm said that since then the boss of the factory has become a diehard fan of the toothbrush.

Everybody likes stories. They not only give the brain a buzz but also help us understand and memorise complicated matter or concept. The core of creativity is all about story telling. Arts like film, TV drama, novel and theatrical play all need stories, but a piece of clothes, a pair of shoes, a glass, a notebook, a pen, a piece of almond pastry, and a toothbrush also need a good story to be told. Like Chanel in France, Burberry in the United Kingdom, Starbucks in the United States, Quanjude in Beijing, as well as Apple, Samsonite and Eslite, each successful brand has an enchanting story behind it. A brand without a story is like a lifeless symbol. With a story behind, a brand becomes powerful not only to capture one’s heart, but also to pass on its message, meaning and value.

The creative industries in Macao are still infant industries. When I walk into those shops that feature creative products and visit art markets, it’s not difficult to find some appealing items are already out there. However, even if the local creative force is up to par, what I haven’t seen yet is a “good story” to be told. What I meant is first, to find out the best way to tell a story, and second, to take storytelling seriously. In fact, the technique of storytelling is not only applicable to the design and production of creative merchandise, but also to Macao as a city. Macao itself can be a brand to strengthen recognition by locals, as well as to attract visitors. And stories are needed in both cases.

Macao is chock full of stories. A street or a road, a temple or a church, a historical building, a piece of stone or a tree, each has its story yet to be told. The question is whether we people of Macao are ready to come up with a good story to tell? And how to add creativity to the rich history and culture of Macao, so as to make the brand of the city filled with appealing, creative energy, other than the glamour of gaming?