The Journey So Far

The Journey So Far

The Hidden Dragons Norfolk Journey: From Humble Beginnings to a Magical Community

It all started with a simple idea: to bring a bit of magic and joy to the people of Norfolk through the art of discovery. Hidden Dragons Norfolk began as a humble Instagram handle, with no grand ambitions other than to hide hand-forged Snap Dragons across the county. These playful, beautifully crafted dragons were tucked into unique and historical locations, waiting for keen-eyed adventurers to find them.

What began as an underground community of a dozen people, quickly turned into something much larger than we could have imagined. Over the past two months, Hidden Dragons Norfolk has grown into a thriving, supportive community. Thanks to the enthusiasm of our Dragon Hunters and the overwhelming support we’ve received, we’ve been able to expand this initiative while keeping our core values intact: fostering creativity, inspiring exploration, and bringing people together.



The Spirit of Hidden Dragons

From the start, we had a clear mission: to provide a free activity that would encourage the people of Norfolk to get outdoors, explore the beauty of their surroundings, and connect with one another. In a time when “third spaces”—those vital places where communities gather—are vanishing, and everything seems to come with a price tag, we knew we wanted to create something that was truly accessible to everyone.

Our weekly hunts are entirely free. This isn’t just a policy; it’s a principle. We believe that joy, wonder, and adventure shouldn’t cost a thing. By hiding Snap Dragons across Norfolk, we’ve created an experience that allows families, friends, and even solo adventurers to take part in something magical. Whether you’re scouring ancient ruins, exploring rolling countryside, or unearthing forgotten myths, our hunts are designed to help you connect with the world around you in new and exciting ways.


Who We Are: The Dragon Keepers

Hidden Dragons Norfolk is stewarded by two dedicated Dragon Keepers: Mr. Hollow, the Master Dragon Forger, and Mr. Magpie, the Master of Lore. Together, we combine craftsmanship, storytelling, and a love of Norfolk’s rich history to bring the Snap Dragons and their world to life.

  • Mr. Hollow works tirelessly to craft each Snap Dragon and Snapling. Using locally sourced, materials and ancient techniques every dragon is imbued with its own unique personality and quirks. Each piece is a labor of love, forged to connect people not just to the dragons but to the land itself.
  • Mr. Magpie delves deep into the myths, histories, and whispers of Norfolk’s past. Through his research and creativity, he weaves the stories that make every hunt more than just a game—it’s an adventure steeped in the lore of our surroundings.

Together, we’ve combined our passions to create a project that celebrates both Norfolk’s incredible heritage and its potential for new, untold stories.



The Journey So Far

Over the past two months, the Hidden Dragons Norfolk community has flourished. What began as a small social media project has become a cornerstone for adventure seekers across the county. We’ve had the privilege of seeing families spend their weekends hunting for dragons together, exploring Norfolk’s hidden treasures and learning about its history along the way.

Our hunts have taken Dragon Hunters to a variety of locations—from bustling city streets to quiet countryside ruins, from historical landmarks to forgotten corners of nature. The feedback we’ve received has been incredible, with countless stories of joyful discoveries, newfound friendships, and shared adventures.

And while the hunts themselves are free, we’ve been able to sustain this initiative through the support of our monthly collections, sold via B’eastly Boxes. These collections of handcrafted Snap Dragons and Snaplings are created with the same care and artistry as the dragons hidden in our hunts. Each purchase helps fund our free hunts, ensuring we can keep spreading the magic week after week.


Our Mission Objectives

As we look to the future, we’re guided by three key objectives that define everything we do:

  1. Provide a Free Weekly Activity for Norfolk
    At the heart of Hidden Dragons Norfolk is the belief that adventure and joy should be accessible to everyone. We’re committed to offering a free, fun activity each week that gets people outside and exploring our great county.

  2. Create an Accessible Community of Dragon Hunters
    The world of Hidden Dragons Norfolk is for everyone. We strive to make our community welcoming and inclusive, a space where people from all walks of life can come together to share in the magic.

  3. Make Norwich the City of a Hundred Dragons
    With every hunt and every dragon found, we’re working to make Norwich and Norfolk a destination for adventure seekers. We want to give tourists and locals alike a new reason to explore our city and discover its stories, creating a legacy that will endure for years to come.


Sustainability and Creativity

One of the things we’re most proud of is the way our project aligns with sustainability and craftsmanship. Our Snap Dragons are forged using eco-friendly, materials, ensuring that each dragon is as kind to the environment as it is beautiful.

The designs themselves are unique and protected, with each dragon bearing its own personality. This ensures that every piece—whether found on a hunt or purchased through B’eastly Boxes—is truly special.



A Community Effort

We owe so much to the incredible community that has grown around Hidden Dragons Norfolk. The Dragon Hunters who brave all weather to seek out our Snap Dragons, the supporters who purchase our collections to keep the hunts alive, and the countless people who share their stories and enthusiasm with us—it’s all of you who make this project what it is.

We’re also deeply grateful for the local myths, history, and landscapes that inspire us every day. Norfolk is a place of wonder, and it’s a privilege to celebrate its beauty and heritage through our work.


Looking Ahead

As we continue this journey, we’re excited about what the future holds. From new hunts to larger community events, from expanded collections to deeper dives into Norfolk’s lore, we have so many plans in store. But at the heart of it all, our mission remains the same: to spread joy, inspire adventure, and connect people with the magic of our surroundings.

We’re honored to be part of this growing story, and we can’t wait to see where it leads next. Here’s to many more dragons, many more hunts, and many more magical moments to come. Thank you for being part of the adventure—we couldn’t do it without you.

🐉 The Dragon Keepers,
Mr. Hollow & Mr. Magpie

Back to blog