Danny Wong, Founder of J-Long, stumbled onto an industry by chance and joined 3M as a sales representative in 1975. After about a decade, he quit his job to launch J-Long in 1985 with just him and one employee when he noticed a gap in the market for industrial safety products. Since then, J-Long has grown from distributing 3M™ Reflective Sheeting for road safety to becoming a global leader in reflective solutions, heat transfers, and trims, having built up the category over 39 years.

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Guided by core family values—hard work, diligence, and perseverance—Danny laid the foundation for J-Long’s success. His hard work inspired his son Edwin, who was 6 years old when he decided he would follow his dad’s footsteps. Edwin started with a summer internship during high school and university, initially applying hazard signs to  job-shadowing different departments to learn the basics of heat transfers and other key areas of the business.

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By working closely with partners and adapting to feedback, Edwin and his team developed a formula for creating reliable and durable adhesives. Under Edwin's leadership, J-Long expanded globally and obtained listing on NASDAQ in 2024. He focused on diversifying the product line while incorporating technology and sustainability into the company’s operations and market growth. As an outdoor enthusiast, Edwin identified a gap in the market for non-reflective solutions for sports and outdoor apparel brands, prompting a shift from safety workwear to serving sportswear and fashion clients.

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As a Director who stays close to the production process, Edwin understands the importance of product involvement to provide insights for meeting customer expectations, ensuring quality assurance, and working closely with customers to respond quickly to market demands while embodying the resilient spirit of Hong Kong. The company prioritizes compliance through an auditing team and various certifications, including the BLUESIGN® certification, making it one of the first partners to respond to this emerging standard when it launched.

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Today, J-Long remains a family-run business, operating in agile teams to respond quickly to the customers needs. The company plans to expand its footprint for accelerated growth and partners with universities to develop energy-efficient technologies, while working on strengthening issues on responsible sourcing, eco-friendly solutions, transparency and business accountability.

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