Shoppers in Hong Kong receive free hugs as a group of young people seek to bring human warmth back into the lives of busy urban inhabitants. Hong Kong shoppers and passers-by were treated to free hugs on Sunday (October 7) by a group of "Free Huggers" who want to bring human contact back into the lives of isolated urban dwellers. Holding placards reading "Free hugs" in English and Chinese, the young people approached both young and old in Hong Kong's Mong Kok neighbourhood with open arms. "The reason I want to take part in this movement is I want to bring out the message that people should care about each other. In a busy city like Hong Kong people don't hug anymore. Actually, hugging is a very warm, comfortable feeling," said Shum Yam Lam, one of the movement organisers. Some even hugged a policeman who came to see what they were doing. "I feel the action of hugging is quite comforting. That's why I approached the hugger. I feel very happy. That's why I am smiling," said Nikki Ng, who received a hug. "I feel very warm, very warm, very happy," said passerby Anna Yiu who also accepted a hug. But Hong Kong free huggers say the Asia region represents a particular challenge since Chinese people tend to be more reserved and less physically demonstrative than westerners. "In Chinese society we feel that men and women should keep a distance, so this kind of action makes people think you are trying to assault the opposite sex. This is what we're trying to change, but I know it's not that simple to do," said Brandy Yuen, one of the hug organisers. The free hug movement started three years ago in Sydney, Australia and spread to other cities after clips of various free huggers were posted on Internet site, YouTube.