Hong Kong – Café de Coral has launched a new campaign in collaboration with dentsu Hong Kong, reviving a sense of nostalgia through its focus on family togetherness.
Titled “Timeless Taste of Hong Kong”, the campaign underscores the brand’s long-standing role as a familiar presence in the daily lives of Hongkongers, particularly during periods of uncertainty.
A centrepiece of the campaign is a cinematic commercial, “No Matter How the World Changes, I Want to Stay by Your Side,” which tells the story of a father and son navigating life’s challenges together. The narrative speaks to the resilience of Hong Kong families, drawing on themes of shared experience and perseverance. The message — “Take a good rest and eat well; it will get better” — aims to resonate with local audiences and reflect the emotional support the brand has offered over the years.
Central to the campaign is Café de Coral’s iconic Baked Pork Chop Rice — a dish that has become a fixture in Hong Kong households. Since the company’s founding in 1968, it has served as a familiar comfort food, often associated with warmth, stability, and family connections.
Piony Leung, CEO of Café de Coral, said, “This dish transcends mere sustenance — it is a memory, a cherished tradition, and a hallmark of our local culture. For over five decades, our Baked Pork Chop Rice has woven itself into the fabric of Hong Kong’s narrative. It is profoundly moving to witness how it continues to bring comfort and joy to every generation.”
Jeffry Gamble, chief creative officer at Dentsu Creative Hong Kong, added, “We wanted to honour the legacy of Café de Coral in a way that felt both nostalgic and fresh. The execution is deeply rooted in local culture — from the storytelling to the visual language. We reimagined classic Hong Kong cinematic styles to tell a story that’s not just about food but about resilience, love and the emotional threads that tie generations together.”
The campaign is currently running across multiple media platforms, including television, digital channels, outdoor placements, and social media, aiming to reach a broad cross-section of the public.
