Hong Kong – Kee Wah Bakery has partnered with Broadway Cinematheque to launch the ‘Shapes of Love Film Festival’ (愛的模樣電影節), an experiential campaign that pairs classic romance films with the bakery’s signature pastries in a bid to connect its heritage with contemporary cultural experiences.
Running from 2 to 23 July 2026, the campaign aims to strengthen Kee Wah Bakery’s relevance among younger consumers by celebrating different expressions of love through a multi-sensory cinema experience. The initiative is targeted at film enthusiasts, cinephiles, couples, and young adults seeking immersive cultural and date-night experiences.
Conceptualised by creative agency Narrow Door, the campaign pairs each featured romance film with a signature Kee Wah pastry selected to reflect the story’s emotional themes and cultural significance.
Among the pairings is Hong Kong classic Comrades: Almost a Love Story (甜蜜蜜), served alongside Kee Wah’s Heart-Shaped Lotus Seed Paste Pastry to represent enduring affection while paying tribute to traditional Chinese confectionery. Meanwhile, Before Sunrise (情留半天) is matched with Walnut Cookies, echoing the warmth and fleeting connection portrayed in the film.
Western romance titles About Time (回到最愛的一天) and Serendipity (情有獨鍾) are accompanied by Palmiers, whose delicate layered pastry symbolises themes of destiny and time, while Korean romance Man in Love (當男人戀愛時) is paired with Panda Cookies to mirror the contrast between the protagonist’s rugged exterior and soft-hearted personality.
Carson Wong, Executive Director at Kee Wah Bakery, said, ”As a heritage brand, Kee Wah has always been a part of Hong Kong’s most cherished moments. Partnering with Broadway Cinematheque allows us to bring a fresh, multi-sensory dimension to the cinema this summer, offering moviegoers a beautiful space to pause and savour life’s sweet moments together through our specially curated treats.”
Terry Tsang, Director at Narrow Door, added, “With the ‘Shapes of Love Film Festival’, we wanted to seamlessly blend cinematic storytelling with the heritage taste of Kee Wah. We are inviting audiences to taste and reminisce about the unique forms love takes.”
The campaign will be promoted across Kee Wah Bakery’s owned social media channels, including Facebook and Instagram, alongside in-cinema advertising through digital posters, on-screen trailers and campaign TVCs at PALACE ifc, GALA CINEMA Langham Place, and Broadway Cinematheque.
Additional promotion will run across Broadway Circuit’s website, member e-newsletters, and social media platforms.
