The Bag The Hero
Introduction
he Bag, The Hero is a limited-edition campaign created for the Golden Horse Awards, the most prestigious and historically rich film awards in the Chinese-speaking world. Since its inception in 1962, the Golden Horse Awards have honored generations of visionary filmmakers—among them Ang Lee, Hou Hsiao-hsien, Wong Kar-wai, and Edward Yang—whose works have profoundly shaped the landscape of Asian cinema.
This campaign reimagines the Golden Horse’s legacy not only through its legendary names but also through the visual vocabularies of genre itself. Inspired by iconic moments in Chinese-language film history, the campaign draws from the high drama of wuxia epics, the clever spectacle of Hong Kong heist films, the kinetic energy of classic comedies, and the bittersweet aesthetics of 1980s Taiwan–Japan co-productions. Each advertisement becomes a cinematic fragment—part homage, part fantasy—blurring the lines between souvenir and symbol.
The Golden Horse Bag emerges not merely as merchandise, but as an emblem of cinematic memory. It is the kind of object a hero might carry off-screen: functional yet charged, stylish yet steeped in story. In celebrating the films that shaped cultural imagination, The Bag, The Hero becomes a tribute to the enduring mythologies of Chinese-language cinema, reawakened through material design.