These are bamboo scaffolding workers. It fascinates me every time I see them literally climbing up the skyscrapers of Hong Kong. I've heard that their skills are also regarded as Kung-fu and they also have "masters". The Chinese reads: Yes, they can! and then on the right: Respect traditions. I see it as a blend of modernity and tradition. And yes is a bit of a tongue in cheek
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I'm not familiar with the cultural reference and I can't read the text, but it's well composed and edited. Not sure the yellow colored light at the top right adds anything, though.