A small group of protesters run through the luxury Cityplaza shopping mall on eastern Hong Kong Island, disrupting service at a cafeteria before moving on to spray paint a shuttered Starbucks and break shop windows.

One protester scrawls “Maxim’s sold out Hong Kong people” in black on Starbucks’ familiar double-tailed mermaid – a reference to the coffee chain’s corporate owner in Hong Kong – as a small group shields him with umbrellas from security cameras before making a beeline for the exit.

Police are on the move, according to information shared on social media, and so are the protesters, leaving only the acrid smell of spray paint behind. As they run through a nearby housing estate, they stop to deface the district office of a pro-government political party before melting into the side streets.

It’s a scene that has happened across Hong Kong over the past few weeks. Many of Maxim’s brands have become major targets of a new campaign to “redecorate”, “rehabilitate” or “boycott” pro-government and pro-China businesses after Annie Wu, daughter of the company’s founder, spoke out against the Hong Kong protest movement at the United Nations.

Three gradations indicate whether a business will be targeted with graffiti, posters, shattered windows or outright arson.

Hong Kong protesters out in force after months of turmoil: In pictures Show all 32 1 /32 Hong Kong protesters out in force after months of turmoil: In pictures Hong Kong protesters out in force after months of turmoil: In pictures A protester throws a stone into a building at Hong Kong Polytechnic University on 11 November Reuters Hong Kong protesters out in force after months of turmoil: In pictures Police patrol the streets of Hong Kong the day after an officer shot a protester during a protest on 11 November EPA Hong Kong protesters out in force after months of turmoil: In pictures Riot police stand guard during a protest against police brutality in Hong Kong on 27 October EPA Hong Kong protesters out in force after months of turmoil: In pictures Protesters carry traffic cones to build a barricade during anti-government protests in Causeway Bay, Hong Kong on 11 November Reuters Hong Kong protesters out in force after months of turmoil: In pictures Protesters use obstacles and bricks to block a road in Hong Kong on 11 November AP Hong Kong protesters out in force after months of turmoil: In pictures Graffiti on a window smashed by student protesters in Hong Kong Polytechnic University AP Hong Kong protesters out in force after months of turmoil: In pictures Protesters carry US and British flags during a demonstration in Hong Kong on 11 November Reuters Hong Kong protesters out in force after months of turmoil: In pictures A protester throws a bottle of water as he is shrouded in tear gas during a demonstration in the Tsim Sha Tsui district of Hong Kong on 27 October Reuters Hong Kong protesters out in force after months of turmoil: In pictures Journalists take pictures of police officers as they move to disperse protesters in Hong Kong on 27 October Reuters Hong Kong protesters out in force after months of turmoil: In pictures An man lies injured after being attacked by protesters who suspected him of being an undercover police officer on 27 October EPA Hong Kong protesters out in force after months of turmoil: In pictures A man runs among tear gas during a protest in Hong Kong on 27 October Reuters Hong Kong protesters out in force after months of turmoil: In pictures Protesters gather on a field in the Tsim Sha Tsui district of Hong Kong on 27 October Reuters Hong Kong protesters out in force after months of turmoil: In pictures Pro-democracy protesters turn away from a fire lit outside the Causeway Bay Mass Rapid Transit (MTR) station in Hong Kong on 4 October Getty Hong Kong protesters out in force after months of turmoil: In pictures People rest near rows of riot police officers during a protest in Mong Kok, Hong Kong on 27 October Reuters Hong Kong protesters out in force after months of turmoil: In pictures Pro-democracy protesters hold umbrellas as police fire tear gas at them ouside Tai Koo MTR station in Hong Kong on 3 October Getty Hong Kong protesters out in force after months of turmoil: In pictures Hong Kong police fire a water cannon from the central government office at protesters during a mass rally on the 70th anniversary of the founding of communist China on October 1 AFP/Getty Hong Kong protesters out in force after months of turmoil: In pictures Protesters burn a Chinese national flag during a mass rally on the 70th anniversary of the founding of communist China on 1 October AFP/Getty Hong Kong protesters out in force after months of turmoil: In pictures Protesters remove signs celebrating the 70th anniversary of the founding of communist China during a mass rally in Hong Kong on 1 October AFP/Getty Hong Kong protesters out in force after months of turmoil: In pictures Cardboard boxes set alight by protesters burn in the streets of Hong Kong during a mass rally on the 70th anniversary of the founding of communist China on 1 October EPA Hong Kong protesters out in force after months of turmoil: In pictures An anti-China banner has been placed in a barricade during a mass rally on the 70th anniversary of the founding of communist China on 1 October EPA Hong Kong protesters out in force after months of turmoil: In pictures A pro-democracy protester runs away after police fire a tear gas canister in Hong Kong's Wong Tai Sin district on October 4 Reuters Hong Kong protesters out in force after months of turmoil: In pictures Protesters run after police fire tear gas during a mass rally on the 70th anniversary of the founding of communist China on 4 October AFP/Getty Hong Kong protesters out in force after months of turmoil: In pictures Pro-democracy protester take cover after police fire a tear gas canister in Hong Kong's Wong Tai Sin district on 4 October Reuters Hong Kong protesters out in force after months of turmoil: In pictures The rally comes after months of protests on the streets of Hong Kong which began in oppposition to a proposed extradition bill EPA Hong Kong protesters out in force after months of turmoil: In pictures The extradition bill would have allowed the government to extradite people to China if they were facing certain criminal charges AFP/Getty Hong Kong protesters out in force after months of turmoil: In pictures Opposition to the bill stems from the fear that the Chinese government would abuse this power for political or commercial reasons EPA Hong Kong protesters out in force after months of turmoil: In pictures Protesters soon came to demand greater freedom and universal suffrage under the One Country, Two Systems principle AFP/Getty Hong Kong protesters out in force after months of turmoil: In pictures Protesters are wearing black to symbolise opposition to China as they take to the streets in a "day of grief" while the Chinese state celebrates the 70th anniversary of its communist founding AFP/Getty Hong Kong protesters out in force after months of turmoil: In pictures A protester charges forward holding umbrellas as a mass rally breaks out in violence in Hong Kong on 1 October AFP/Getty Hong Kong protesters out in force after months of turmoil: In pictures A protester pours water on a tear gas canister fired by police during a mass rally on the 70th anniversary of the founding of communist China on 1 October Reuters Hong Kong protesters out in force after months of turmoil: In pictures A protester carries a vandalised Chinese flag through Hong Kong during a mass rally on the 70th anniversary of the founding of communist China on 1 October EPA Hong Kong protesters out in force after months of turmoil: In pictures Protesters carry a banner that denounces the celebration of the 70th anniversary of the founding of communist China on 1 October EPA

“We are trying to stop operations of some pro-government shops and companies. I think these shops are stopping us from getting democracy and even trying to harm us,” says one 18-year-old protester who participated in the graffiti campaign.

The months-long protest movement has had a dramatic impact on Hong Kong’s economy, which is facing one of its worst challenges since the Sars outbreak in 2003. On Thursday, the economy officially fell into recession after shrinking 3.2 per cent in the July-September quarter.

Nearly 100 restaurants have shuttered since protests began in June, according to financial secretary Paul Chan, with luxury malls even feeling the pinch as tourism numbers have plummeted during the unrest, particularly from mainland China.

A number of companies targeted are associated with Maxim’s or the Mass Transit Railway Corporation, known as the MTR, which operates the subway system. Others include Chinese bank ATMs and the Best Mart 360 chain, due to its links to mainland China.

Nearly 100 restaurants have shuttered since protests began in June (Erin Hale/The Independent)

MTR station entrances have been one of the most popular protest targets for vandalism and arson after the company began to restrict subway services to protest locations and then entire service lines on protest days, leading many protesters to believe the corporation was acting in support of the government. MTR-owned shopping malls have become a secondary target as well.

The MTR corporation had not responded to emailed questions from The Independent by time of publication.

Maxim’s said in a statement that Wu is not employed by the company. The firm did not reply to questions about the number of shops damaged or monetary value.

While only a fraction of protesters and residents participate in outright vandalism, the more peaceful boycott strategy has not come without its own challenges in a city where ordinary life is monopolised by conglomerates and corporate malls.

Despite Hong Kong’s reputation as one of the freest economies in the world, much of day-to-day life is quietly controlled by a handful of tycoon-led conglomerates with strong ties to the government and vast investments in real estate, one of the crowded city’s most precious commodities.

Many popular franchises all lead back to conglomerates and tycoons with ties to the Hong Kong establishment or mainland China.

These shops are stopping us from getting democracy and even trying to harm us 18-year-old protester

China’s CITIC group owns a controlling stake in McDonald’s, a Hong Kong staple thanks to its cheap and convenient meals, while Starbucks is operated locally by Maxim’s, whose popular cafes and mall cafeterias have also been targeted. Japanese noodle chain Yoshinoya has also been criticised by protesters due to its local operator’s alleged support for the Hong Kong government.

“Most people didn’t know how much of a role that Maxim’s is playing in Hong Kong society [until the protests],” says a protester called Kevin, who has helped to organise the boycott campaign. “People didn’t realise how our life has been largely dictated by the locations of the shopping malls, by the network of the railways and we have been virtually at a loss of what to do after someone brought up the idea to boycott MTR malls.”

Economy fell into recession after shrinking 3.2 per cent (Erin Hale/The Independent)

In response, protesters have organised a list of pro-protest businesses, often family owned, to choose instead of shopping in corporate staples. The list is available on Facebook and a new app, Whats Gap, which tells users the location of which businesses to boycott and which have progressive politics.

Protest-aligned cafes like Around Wellington, which opened around the time anti-government protests began in June, have seen a boost to business. Situated in central Hong Kong Island, it is only 1km away from major protest sites, providing demonstrators with a welcome respite from the chaos.

Its owners did not set out to operate a political cafe, but as they began to put up signs in support of the demonstrations and allowed customers to add more of their own notes to walls and doors it began to acquire a reputation. Its status was further solidified as it donated profits to a legal defence fund for protesters.