Liu, Wing-sun is a Lecturer at the Hong Kong Polytechnic University. He is in the process of writing up a study on the consumption of symbolic meaning of brands and fashions among the first generation of children born under the one-child policy in China. However, he is always getting distracted; his latest paper is on Tattoos and Butch Lesbians in Hong Kong, China. He was once described as “a die-hard fan of postmodern marketing,” by his mentor, Richard Elliott, now a  Professor at the Univeristy of Bath, School of Management.