Hong Centre for Folk Toys & Games founded in 1996 by Zaini Alif — a toy expert, is a community that serves as the central of folk toys and games to investigate more about the culture and traditional toys and games from and in Indonesia. With aims to preserve, to educate, and to develop folk toys as cultural artifacts, in order to remain sustainable and not extinct. The word 'Hong' itself derived from the term 'Hong-hongan', Sundanese term of hide and seek. The new Hong identity is built to echo the movement of kids playing, to build over than 50 unique Hong logomarks resulting in a modular identity which is playful, optimistic, customizable, and can evolve over time.