Hong Kong is a place brimming with talented and intriguing people from all over the world. In our 27 Questions column, we get up close and personal with these notable personalities, learning about their whims and aversions, pivotal life moments, and hopes and dreams — all in roughly the same duration of a casual speed date. Our next segment of 27 Questions brings us to Elin Fu, who you might know as “your Hong Kong bestie” and the founder of Nordic café Hjem.
If your Instagram feed is anything like mine, then you’ve probably seen Elin Fu. Whether it’s her “How Much I Spend in a Day” or “Day in the Life of an Entrepreneur” reels, her videos are a hit among Hong Kongers and foreigners alike, offering an honest look into living as an expat and entrepreneur in the city. Regardless of whether you relate to her content or not, it’s a fun glimpse into one of the many lives that make up Hong Kong.
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Elin first moved to Hong Kong from Norway for university, drawn by the city’s vibes and a chance to connect with her Chinese heritage. During her free time, she explored the city’s culinary scene and its international offerings. Still, she craved the food of her hometown. “Amidst all this diversity, I couldn’t shake the feeling that something was missing: authentic Nordic cuisine,” she said. “That’s when the idea for Hjem came to mind.”
After graduating, she turned her idea into reality and founded Hjem with her boyfriend, Nelson Htoo, who features in her videos. The couple began as a Tinder date during a holiday but has since evolved into a long-term relationship and partnership. They work together on their endeavours, making each other’s dreams of sharing the food and culture they grew up with come true.
In the past couple of years, Elin began sharing more of the life she has built through social media. Since then, she’s accumulated over 27k followers on Instagram who are drawn to her story. We spoke to her to find out more about who she is and what shaped her into the person she is today. Keep reading to learn some of Elin Fu’s favourite things, future plans, and most important memories.
27 Questions: Elin Fu
Name: Elin Fu
Age: 27
Neighbourhood: Central
Occupation: Entrepreneur, content creator
1. What is your life motto?
“When life gives you lemons, make lemonade.” As an entrepreneur, I’ve learned to live by it. Running your own business is like being on a rollercoaster with so many ups and downs. Let’s take COVID-19 as an example. It felt like a major punch in the gut, but amidst all the chaos and uncertainty, I tried to look at the positive side of things.
It’s definitely easier said than done but looking back, I realise I gained so many valuable lessons I wouldn’t have learned otherwise. It forced me to pivot, adapt, and get creative in ways I never imagined. It taught me resilience, agility, and the importance of rolling with the punches. While it wasn’t easy, I’m grateful for the growth and insight it brought!
2. Who is your role model?
My mum is my ultimate role model. She’s hands down one of the hardest-working, most selfless, and all-around amazing people I’ve ever known. Imagine packing your life, moving across the world, and raising a family in a completely unfamiliar environment where you don’t even speak the language — that’s exactly what she did.
Despite all the ups and downs we faced as an immigrant family, she always managed to keep it together and see the bright side of things. She’s the epitome of putting others before herself and finding joy in life’s simplest pleasures. She’s everything I aspire to be.
3. What was your first job?
My first job was at McDonald’s during high school in Norway. I started as a crew member and worked my way up to shift manager. I spent a total of four years there! I genuinely loved that job. Every shift felt like a hangout session with friends, cracking jokes, and serving up smiles to customers. The hours would just fly by! Looking back, that’s probably where my passion for hospitality took root.
4. What is your drink of choice?
Call me basic, but I don’t care. Pornstar martini all the way.
5. What is the best thing in or about your apartment?
Location, location, location! Living in Central is just so darn convenient. Being within walking distance of all the best restaurants and bars is a total game-changer. Here’s the thing: it’s a double-edged sword. I literally have zero excuses when someone’s trying to drag me out for a night out. I’m slowly entering my homebody phase so I might change my answer to this question in a few months.
6. What is the top destination on your bucket list?
Somewhere in Africa! There are so many places on my bucket list — Tanzania, Zimbabwe, Zambia, Kenya, just to name a few. It feels like a part of the world that I’ve yet to explore. I know this kind of trip would need a lot of planning and a good couple of weeks so it’s not something I can just do spontaneously. Perhaps a honeymoon destination?
7. What is one movie everyone should see?
To be honest, I’m not the biggest movie fan. I always find myself getting too invested in the characters and then feeling a little lost when it all ends so quickly, hence why I stick to TV series. However, there are a few movies that have stuck with me over the years. The most recent one was Parasite. It has some horrifying moments, but I love movies that make me read between the lines. There’s something about Korean actors and actresses too, they just do it so well.
8. What is your typical Sunday like?
Sundays are my favourite days of the week and I like to keep them laid-back and chill. I’ll usually dedicate some time to catching up on work, whether it’s batching and editing content or taking care of tasks for the restaurant. Nelson and I also like to treat ourselves to a good lunch, maybe trying out a new spot or hitting up an old favourite. After that, it’s all about errands — groceries, laundry etc. — and gearing up for the week ahead.
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9. Are you a morning person or a night owl?
I used to be a total night owl, especially back in my LKF days, but I’m definitely turning into more of a morning person now. I’m not talking about those 5.30 a.m. wake-up calls, that’s a bit too ambitious for me. I mean more like 7.30 a.m. I enjoy waking up early and making the most of my day.
10. Are you a good cook? What is your best dish?
Yes, I back myself here! Cooking is something I really enjoy and I try to whip up homemade meals whenever I can. It’s definitely easier said than done. Grocery shopping can be a hassle, and by the time you’ve gathered all the ingredients and cooked everything up, I’ve spent like half a day. Back to the question — I make a really good Spaghetti Bolognese.
11. What is your biggest guilty pleasure?
My biggest guilty pleasure is binge-watching reality TV. I should probably spend my time doing something more productive, but I can’t help myself. Love Island, Love is Blind, Vanderpump Rules, Real Housewives — you name it, I’m into it. There’s something so satisfying about immersing myself in other people’s lives. It somehow helps me put my own worries on hold.
12. If you could live anywhere else in the world, where would it be?
This is a tough one! If I had to choose, I’d say maybe back to Scandinavia. Copenhagen, most likely, just because it’s more happening than Oslo. It might surprise my parents, considering how much I complained about life being boring there when I was a teenager. They say you never know what you have until it’s gone and that couldn’t be truer in this scenario.
As I’ve gotten older, I’ve started to appreciate the slow pace of life. I think living in Hong Kong for seven years is starting to creep on me. I’m also a huge family person. The thought of my parents ageing horrifies me, and I feel the need to stay closer to them. I’m not sure how realistic moving back to Scandinavia is, but it’s a nice idea.
13. If you could only eat one thing for the rest of your life, what would it be?
Literally anything that involves bread. I guess you could say I’m a sandwich kind of person. Back in Norway, bread is a staple in our daily meals. It’s practically a way of life over there. I used to have it for breakfast, lunch, and even as a post-dinner snack. Since moving to Asia, I’ve toned it down a bit, but I still start my mornings with a slice of bread.
14. What is your favourite childhood memory?
One of my favourite childhood memories is travelling with my family around Europe. I know a lot of my answers revolve around family, but as I’ve gotten older, I’ve come to appreciate those moments even more. Now that I’m older and live so far away, I don’t get to experience those trips as often as I did back then. I just remember the joy of discovering new places and the bond we shared. Those trips really shaped who I am today, and I’ll always be grateful to my parents for making them possible.
15. Which moment in your life would you most like to relive?
I would love to relive this recent Chinese New Year. It was such a special time because my grandparents and relatives flew in from Shanghai and Norway to celebrate with me. With everyone scattered across the world and busy with their own schedules, it’s so rare that we all get together like that. What made it even more meaningful was knowing that my mum hadn’t celebrated Chinese New Year in 37 years. That’s just crazy to think about! So having her here, along with the rest of my family, made the celebration even more special.
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16. What’s the scariest thing you’ve ever done, and why?
Skydiving in New Zealand without a doubt! I was on a family trip with my mom and two aunts, who are absolute daredevils despite being in their 50s. They had this crazy plan to skydive and bungee jump, and I was like, “No way, not for me.” I’m actually scared of flying, so I knew right off the bat that I was not going to be part of it.
Somehow one of my aunts managed to convince me the day before the big jump. I don’t know how she did it, but there I was, last-minute signing up for skydiving with 20 seconds of free fall. It was absolutely insane. I was terrified the entire time, but once I took that leap out of the plane, it was like nothing I’d ever experienced. I’m kinda happy I did it now.
17. If you could do it all over again, what is one thing you would do differently?
Nothing. I don’t live life with regrets.
18. What is your favourite tradition?
Growing up in Norway, we took Christmas pretty seriously, and to this day, it’s hands down my favourite holiday. There’s just something magical about the whole season — the music, the gift-giving, the family gatherings, and of course, the delicious food. I always go all out for the festive season, both at home and at Hjem. It’s full-on festive vibes for all of December. We decorate with stockings, serve up mulled wine, put up a Christmas tree, and crank up the playlist.
19. What is the best meal you’ve ever eaten in Hong Kong?
This is such a tough question. It’s like people asking me about my favourite restaurant in Hong Kong, I always struggle to give just one answer. There are just so many factors to consider!
I’ve had so many amazing meals in Hong Kong and it’s so difficult to choose. If I had to pick a recent favourite, it would be dinner at Hong Kong Cuisine 1983 in Happy Valley. It’s not like someone recommended it to me — I just randomly stumbled upon it online one day. I was actually looking for a quiet spot for a family dinner during Chinese New Year. The chef used to be a private chef for celebrities and he really knows his stuff. He does a modern and creative take on Chinese cuisine and it was really delicious. Highly recommend checking it out!
20. What is the best or worst career advice you’ve ever received?
“Work smarter, not harder.” Instead of just putting in more hours or effort, focus on finding ways to achieve your goals in the most efficient way possible. It’s about identifying the most important tasks, streamlining processes, and using tools or strategies to maximize productivity. It ultimately allows you to achieve better results with less stress and burnout.
21. How much did you spend today?
Today’s expenses added up to HK$766 for me. It started with breakfast at Eric Kayser for HK$70, followed by a takeaway lunch from Chickpea which cost me HK$98. Then, I hit the gym, which typically sets me back around HK$220 per session. Finally, I made dinner at home, but the groceries ended up totalling HK$378. All in all, it was a pretty standard day in terms of spending.
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22. What is one thing you miss most about Norway?
Okay, two things. Number one, I really miss having clean air and some room to breathe. The pollution in Hong Kong can be quite overwhelming, especially in the city. It feels like I’m constantly surrounded by a cloud of smog. Number two, larger pavements and more space. I wish there was more space to move around so we’re not constantly dodging traffic or feeling like we’re getting hit by a truck.
23. What is your favourite part about being a content creator?
The freedom and creativity it offers. I get to express myself in different ways, whether it’s through writing, photography, videos, or any other form of content. I love the process of brainstorming ideas, bringing them to life, and sharing them with my followers. Plus, the ability to connect with and inspire others through my content is really rewarding.
24. What energises you about your work?
I’ve always had some pretty big goals for myself. Ever since I was a kid, I’ve had these dreams that I’m determined to achieve. I’m a really stubborn person too, so even when things get tough, I’ve got this fire inside me that refuses to let me give up.
25. What is the hardest part about jumping into content creation?
The hardest part is overcoming the fear of looking stupid. Hong Kong is quite small and I think people worry what their friends, peers, and colleagues will think of them. I struggled with this too. Truth is, people who aren’t happy with their own lives are usually the ones who judge. Therefore, I always tell people to just go for it. Life’s not going to bring any happiness if you live in fear of what others might think.
26. What is your proudest achievement as a content creator?
I’ve had some pretty incredible achievements, and sometimes I have to pinch myself to make sure this is real life. One moment, I’m watching other influencers on social media partnering with all these amazing brands and the next, I’m collaborating with those same brands myself. It’s absolutely surreal.
One big achievement for me was the community event I organized back in November. When I first moved to Hong Kong six years ago, I didn’t know a single person and had to start my life from scratch. Making new friends as an adult in a new city is tough enough, but throw in the language barrier and navigating a completely unfamiliar culture, and it’s a whole other challenge. Even for someone like me, who’s somewhat outgoing, it wasn’t easy.
Once I started sharing my journey online, people started reaching out, sharing their own struggles, and connecting with me. As someone who can relate to those challenges, I knew I wanted to use my platform to bring like-minded people together. I’m so grateful to have been able to facilitate connections between people, and I’m thrilled to see that many of the girls formed lifelong friendships because of it. I even saw some of them go on a trip overseas together — it’s moments like that that make everything worth it!
27. What is one message you want to share with your followers?
As cliché as it may sound, follow your dreams! I know it’s easier said than done, but once you set your mind to something, there’s really no limit to what you can achieve. Trust me, I’m not some extraordinary individual — I’m just a girl who decided to go for it. If I can do it, then so can you. It’s all about taking that first step, staying committed, and never giving up, no matter how tough things may seem.
Images courtesy of Elin Fu. For more 27 Questions, click here.