Manulife Hong Kong and JUST FEEL Promote Emotional Well-Being with City’s First “My Flag Day” 

Hong Kong – Manulife Hong Kong and JUST FEEL, a Hong Kong-based NGO dedicated to emotional education, successfully held the city’s first-ever "My Flag Day" today. A total of 500 family volunteers from Manulife and nine of JUST FEEL’s partner schools engaged with 10,000 citizens across the city, encouraging them to select a flag to wear, which would represent their current feelings. This initiative aims to raise public awareness of self-care by acknowledging and sharing different emotions.

“My Flag Day” introduced a creative concept that encouraged individuals to focus on their own well-being and express their feelings through personalized flags. The Feeling Flags, which were distributed for free, were winning designs from the “My Flag Day” Flag Paper Design Competition held earlier this year. Illustrated by local primary school students, the flags represent six positive and negative feelings, including “happy”, “warm”, “excited”, “sad”, “angry”, and “scared”. By putting on these flags, people brought otherwise unspoken feelings into life, reinforcing the message that feelings are neither right nor wrong. These flags also served as conversation starters, inspiring people to share and, in turn, deepen mutual understanding and care.

Since April 2025, Manulife and JUST FEEL have forged a multi-year strategic charity partnership to nurture students’ emotional well-being and cultivate a “Compassionate School Culture”. The collaboration also aligns with Manulife's Impact Agenda, underscoring the company’s strong commitment to empowering sustained health and well-being within the community. As one of the flagship initiatives, “My Flag Day” brings this shared vision of emotional wellness beyond schools and into the public. It advocates for active listening, acceptance, and expression of feelings as a way to prevent emotional suppression. By mobilizing 500 family volunteers, Manulife and JUST FEEL also inspired families to explore feelings together, strengthen parent‑child relationships, and engage with their neighborhoods in more caring ways. 

“Mental well-being is a vital pillar of overall health and is essential to living a fulfilling life. At Manulife, we are committed to fostering mental wellness as part of our broader mission to empower sustained health and well-being. 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 and promotes empathy and compassion across our communities,” said Celia Ling, Chief Marketing Officer of Manulife Hong Kong and Macau.

"Expressing our feelings with courage and sincerity is crucial for fostering well-being and building healthy relationships. We are grateful to Manulife and our partner schools for their continuous support and for joining us on this journey. Through ‘My Flag Day’, we have extended emotional education from schools to families and the wider community. Looking ahead, we will continue to work closely with Manulife to promote compassionate communication and social‑emotional learning across local schools, transforming the communication culture in schools and families, thereby enhancing students’ emotional well-being,” said Raymond Yang, Co-founder and Executive Director of JUST FEEL.