Follow was founded by I. Be Kwong, a young Macao designer, during her second year in university in 2012. The brand is based on the concept “Follow Yourself” and its audience is individuals with a sense of style who demand clever and creative design. The Follow Yourself concept allows consumers to alter their lifestyle and become a different person through an exploration of different cultures and unique artistic inspirations. The brand aims to give joy to people with different personalities and tastes. It is mainly guided by the elements of surprise and happiness, and is divided into three styles: sweet leisurely (“Swe”), fashion pondering (“Fas”) and stylish personality (“Coo”). The company owns self-operated and franchised stores in mainland China, Macao, Hong Kong, Taiwan, Japan, Malaysia and the United States. After two years in operation, there are now more than 30 stores, which help support the brand’s sustainable development. The firm has diversified to other areas, including graphic design and design of souvenirs. The company has collaborated with the Statistics and Census Service of Macao, the Macau Government Tourist Office, other government departments and Macao-based companies. The company also has plans to focus on marketing and promotion. By showcasing the brand’s products internationally, the company is introducing Macao’s culture to the world.