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Noho! Chill out at North of Hollywood

The Young Reporter (2004, April), 36(07), pp. 10.
Author: Stephanie Lam Ka-bo. Editor: Loretta Fong Chi-man.
Permanent URL - https://sys01.lib.hkbu.edu.hk/bujspa/purl.php?&did=bujspa0015383

By Stephanie Lam Ka-bo

02009398@hkbu.edu.hk

JUST if you think the South of Hollywood Road (Soho) in Hong Kong can't get any cooler, then why not head up to the North?

Similar to Soho, which has taken its name from New York, Noho can now be traced in Hong Kong map as well.

Noho originates from the same place as Soho that is the Hollywood Road in Central. Simply speaking, “Soho” refers to the Southern part of the road, while “Noho” refers to its North. The area attracts traders to set up business there, and now it packed with restaurants and bars.

Noho stretches its feet to several streets. They include Wellington Street, Gough Street, Shin Hing Street and Kau U Fong in the North. However, according to Brian Fu, the founder of Noho Association and also a restaurant owner, believes it is not easy to mark the border of Noho. ‘It is hard to define the word “North”, he explains, “Gough Street is the base anyway.”

The area used to be a quiet residential zone, lined with printing firms and workshops. Yet, the residents were moving out slowly as alfresco dining has started to conquer the area about two years ago.

Noho started its emergence in mid 2002, but it is still green to Hong Kong people at the moment. However, Fu still sees great potential in this area, “Soho has already reached its saturation,” he says. He further elaborates what makes Noho stands out is its relaxing atmosphere. It is cozy and quieter.

The growth in Noho is inevitable. From the very first French restaurant, Gough 40, opened up one and a half year ago to where now there are altogether about ten restaurants in the region.

“Three of them opened after SARS [Severe Acute Respiratory Syndrome],” Fu says. These include 39A, Gough Bar, Restaurant Trappa and Kau U Fong.” For Fu, he set up his own bar and restaurant in mid 2002 and named it as “Area” . Mr Chan, another restaurant owner in Noho admits that Noho is not as popular as Soho. “But I’m adventurous, which is essential for a businessman,” he confesses. Chan believes that the atmosphere in Noho is more harmonious, at least without any keen competition.

To increase publicity, Fu set up the Noho Association one and a half year ago. So far five of the restaurants joined in, including Area, Gough 40, Lot 10 Grill, Bar Le Hibou and Sweet Forest. Members of the association jointly offer discount to guests who hold a Noho VIP Card. “Advertisements or interviews on TV and newspapers are other means to introduce us,” he says.

According to Fu, the Association always wishes to organize a Noho carnival near the steps, just like that of Lan Kwai Fong.

“We brainstorm ideas like band shows and jugglers.” But he further explains that it still remains in a preliminary stage. What Fu longs to see one day is a hustle and bustle Noho. However, things seem not to be in the way as he wants.

“We need help from others,” he laments. For example beer and wine dealers are unwilling to support as Noho is still seen as a developing area in their eyes. “They have no interest in us yet.”

Also, the lack of helpers is another big barrier to carry out this proposal. “How can we spare extra time on preparing the carnival if we just have two to three staff working in each restaurant?” he wonders. Gough 40 is an example, with only a couple running the whole restaurant.

“Also, members themselves are not willing to finance the carnival either,” Fu adds. Without any choice, they have to put the plan aside.

As the founder of the Noho Association and also one of the restaurant owners, Fu admits his feeling. “I’m a bit disappointed.” But on the other hand, he) would keep on trying different means to promote his own business. In his restaurant “Area”, he offers different entertainment, like showing movies produced by freelance directors and culling DJs from overseas to spin on weekends.

The North of Hollywood Road is famous for its traditional Chinese cuisine. These include the city’s favourite Kau Kee Beef Brisket Noodle and the Lin Heung Restaurant. Mr Chan, the owner of “Kau U Fong”, believes that this is an advantage for restaurant owners like him, as there is already a batch of regular customers visiting these places and this in turn can help promote the business nearby.

Contrarily, Fu thinks that would not help Noho too much. “As our target customers are different.” According to him, Kau Kee serves the general public, who are usually not so willing to accept new style and culture like Noho.

In the near future, Fu hopes that the Association can work as a tool to unite all restaurants in Noho, so as to establish a common identity among all members. “This also determines whether our dream (carnival) can come true or not.”

Smack in the midst of restaurants and bars, you can also discover a multitude of kennels, art galleries or barbers while walking along.

Noho, it’s simply a cool zone to kick it for a night.

Edited by Loretta Fong Chi-man

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