Marketing East Asia

Café de Coral stages creative takeover at CON-CON HONG KONG 2026 with dentsu Hong Kong

by Aliza Carmona

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April 10, 2026

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Hong Kong – Café de Coral has partnered with dentsu Hong Kong to deliver a brand-led activation at CON-CON HONG KONG 2026, the city’s premier crossover IP festival held on April 4–5 at AsiaWorld-Expo.

dentsu Hong Kong supported the rollout of Café de Coral’s “Hong Kong Flavour is a Must” platform through an end-to-end creative activation. The initiative combined elements of Hong Kong-style dining culture with the festival’s fandom-driven environment, resulting in a series of interactive experiences tailored to the cross-cultural setting of CON-CON.

Diana Tam, Managing Partner & Director of Operations, dentsu Hong Kong. said, “To truly connect with the audience, we knew we couldn’t just show up as an exhibitor but needed to show up as a fan. Our vision was to take Café de Coral and seamlessly weave it into pop culture. It’s about creating unexpected, joyful moments together, proving that iconic brands can be just as dynamic and relevant as the IPs these communities celebrate.”

Ahead of the event, dentsu Hong Kong extended the activation onto social media via Café de Coral’s refreshed Instagram account. The campaign introduced a limited-edition pop-up character, “Menu Mate”, alongside an interactive Ask-Me-Anything format that incorporated humour, local references, and brand storytelling. The online activity served as a lead-up to the on-ground activation at the festival.

At the event, the activation featured the “Menu Mate” mascot as a roaming presence across the festival floor. Dressed in a costume inspired by Café de Coral’s menu board, the character engaged attendees through performance and cosplay elements, integrating Hong Kong cultural references into the broader IP-themed environment.

Supporting activities included the distribution of Hong Kong street snacks, a tongue-twister challenge, and a themed photo spot designed for social sharing, all positioned within a locally inspired setting.

“Café de Coral has always been a staple of everyday Hong Kong life, and we want to continue engaging with our community wherever they are,” said Angel Tam, Director (Marketing), Café de Coral. “By joining an exciting IP event like Con Con, we are stepping outside our restaurants to share the fun and create memorable experiences right alongside our customers.”