Tag: Hong Kong

Hong Kong – Moroccan coffee brand Bacha Coffee has opened its first full-concept location in Hong Kong, marking its debut at Harbour City with a flagship offering over 200 varieties of 100% Arabica coffee and traditional coffee service.

Spanning 2,500 square feet and overlooking Victoria Harbour, Bacha Coffee’s new Harbour City flagship brings together three distinct concepts under one roof: a Coffee Boutique, a Coffee Room, and a Takeaway counter. This marks the brand’s first full-scale store in Hong Kong and its most immersive to date in the city.

The Coffee Room—Hong Kong’s first—offers seating for 50 and introduces Bacha Coffee’s signature dining experience, blending its traditional Moroccan roots with modern café culture. Inspired by the original Dar el Bacha in Marrakech, the space is designed to reflect the brand’s heritage, with coffee masters preparing brews using traditional golden gooseneck pots.

While the focus remains on the coffee, the menu includes a selection of all-day dishes and pastries intended to complement the brews. Highlights include Moroccan-style meatballs and a signature club sandwich, alongside daily handcrafted viennoiseries.

The adjacent Coffee Boutique offers beans sold whole or ground to order, along with curated gift sets. A takeaway section allows customers to enjoy coffees to go, served hot or iced, and accompanied by touches such as Chantilly cream and reusable glass straws.

“The Bacha Coffee Room experience is a significant addition to Hong Kong, allowing coffee lovers to immerse themselves in our rich heritage,” said Taha Bouqdib, president and CEO of Bacha Coffee. 

“Our every location and concept around the world bears the DNA of the original location at the Dar el Bacha in Marrakech, complete with intricate decor and elegant furnishings designed to engage the senses, transporting our guests to an era when coffee was served with true reverence. As a key strategic location in our global expansion, we believe this Harbour City venue will become a cherished destination that honours the past while crafting the future for coffee enthusiasts,” Bouqdib continued. 

In 2023, Bacha Coffee launched its inaugural boutique and takeaway experience chain in Hong Kong, located at the IFC mall. The Harbour City launch is part of Bacha Coffee’s broader international expansion, which now includes 32 locations across 12 cities in Europe, the Middle East, and Asia. In April, the brand opened its first European flagship on the Champs-Élysées in Paris, adding to a global footprint that includes Dubai, Doha, Seoul, Singapore, and Taipei.

Hong Kong – In a move that bridges tradition and innovation, Chinese herbal wellness retailer Hung Fook Tong has teamed up with Nutribite to launch a personalised meal service powered by AI and rooted in traditional Chinese wellness principles.

The new meal service combines AI technology with nutritional science and traditional Chinese wellness principles to deliver personalised healthy meal plans. Users input basic personal information—such as age, height, weight, dietary preferences, and health goals—into the platform. DeepSeek, the AI engine behind Nutribite, then generates customised meal plans that include curated Nutribite meal boxes and Hung Fook Tong wellness products tailored to individual needs. Real-time interactive features allow users to adjust recommendations as needed.

At the centre of the service is a healthier take on the popular “two-dish rice” concept, featuring fresh ingredients and balanced combinations. The offering aims to make personalised nutrition more accessible and convenient for everyday consumption.

Wei Qiang, founder of Nutribite, shared, “Nutribite has been dedicated to driving innovation in data-driven healthy meal management and developing customised healthy meal solutions catering to various scenarios.”

“We are pleased to partner with Hung Fook Tong to integrate elements of traditional Chinese wellness wisdom into our healthy meal offerings, marking an important step in deepening our presence in the healthy catering market. We look forward to a close collaboration that will create more innovative value in the market and reshape the future of healthy eating,” Qiang added.

Customers can order personalised meals through Hung Fook Tong’s “JIKA CLUB” mobile app and collect them at designated locations across its network of over 100 stores in Hong Kong, including outlets at MTR stations. The service runs from 28 April to 31 May 2025, with a 10% discount available during the launch period.

Dr. Ricky Szeto, CEO and executive director of Hung Fook Tong, stated, “As a modern wellness concept food and beverage enterprise, Hung Fook Tong is committed to integrating traditional Chinese herbal wellness wisdom with innovative technology to offer customers high-quality, diverse products and services that meet their various needs for healthy diets.”

“This strategic partnership with Nutribite leverages advanced AI technology to provide customers with a brand-new healthy eating experience, marking a significant breakthrough in the group’s digital transformation. Together, we look forward to creating a new blueprint for healthy eating in the market and injecting new momentum into the group’s development,” he added.

As part of the Omnicom network, Omnicom Media Group (OMG) Hong Kong plays a key role in delivering end-to-end transformational experiences rooted in data, content, and integrated planning, powered by the Omni open operating system. In a fast-moving and competitive market like Hong Kong, OMG continuously adapts by balancing global expertise with local understanding while staying ahead of shifting consumer behaviours and expectations.

But what does it take to lead an agency holding company to success? And how does an executive’s leadership philosophy shape the culture, client partnerships, and long-term business direction?

To explore these questions, we sat down with Derek Yip, chief operating officer of Omnicom Media Group Hong Kong, for our latest Agency Leadership Decoded interview. In this piece, he shares his leadership approach, insights on navigating the Hong Kong media landscape, and the strategies OMG Hong Kong is adopting to stay ahead of the curve.

Empowering leadership for strategic growth

Derek has been with OMG since 2011, beginning his journey as head of buying at OMD Hong Kong. Over the years, he expanded his expertise across investment and trading roles, eventually taking on the role of COO at OMG Hong Kong in 2023.

As a seasoned leader, Derek’s philosophy centres on empowerment, adaptability, and a relentless focus on value creation. This mindset has helped shape a culture at OMG Hong Kong that values collaboration, innovation, and accountability.

Derek cultivates a culture that values experimentation and rewards calculated risks, which is crucial in a dynamic market like Hong Kong.

“I believe that great leaders don’t create followers—they inspire teams to take ownership, think creatively, and act decisively,” he shared.

On the client side, this philosophy translates into building deep, strategic partnerships rather than transactional relationships. Derek emphasised that the goal is to truly understand each client’s business, anticipate their needs, and deliver solutions that create measurable impact.

“That’s why we are not just vertically growing OMG HK’s business, but also expanding our business horizontally to enrich our offerings in the areas of performance, content, influencers, data, and research through our different specialised business units,” he added.

Derek’s people-first, value-driven mindset also steers OMG’s broader strategy. Whether it’s adopting emerging technologies or building omnichannel campaigns, he ensures the teams remain agile and aligned to client goals.

“By empowering our teams and aligning their strengths with our clients’ goals, we ensure OMG Hong Kong remains a leader in delivering transformative media solutions,” he said.

Balancing global excellence with local cultural depth

Leading an international agency holding company in a culturally unique market requires a nuanced balance of global thinking and local depth. For OMG Hong Kong, this is a constant pursuit—and one that Derek is committed to achieving.

“Balancing global best practices with local relevance is a cornerstone of our success,” he explained. “We achieve this through a dual-lens approach: leveraging the scale and insights of our global network while embedding a deep understanding of Hong Kong’s cultural, economic, and consumer nuances into everything we do.”

On a global level, Derek shares how OMG Hong Kong draws on proven frameworks, such as data-driven targeting, omnichannel integration, and emerging technologies like AI and programmatic advertising, to ensure strategies meet international standards of excellence.

At the same time, OMG places strong emphasis on cultural fluency and market intimacy. The teams are actively working on various customised projects to help clients uncover local insights and capture new opportunities.

“For instance, our Hong Kong video landscape study, which analyses video viewing habits in Hong Kong, has enabled our clients to understand and contextualise shifts in viewer behaviours,” Derek noted.

“Additionally, our customised AI social listening solution empowers clients to process vast amounts of data, resulting in actionable insights that reflect local customer sentiments, thus helping them prioritise their media buys to reach particular demographics. Furthermore, our recent ‘New Hong Kongers’ research assists clients in uncovering new market opportunities. By combining global rigour with local insights, we deliver work that is both world-class and distinctly reflective of Hong Kong,” he further explained.

Agility by design with impact at speed

At OMG Hong Kong, agility—both in mindset and operations—is deeply embedded in the agency holding company’s DNA, a quality Derek sees as vital to thriving in the city’s fast-paced environment. He shared how this agile approach plays out across three key areas of the business.

“For decision-making, we utilise our proprietary tools, such as the Omni open operating system, to analyse media data and empower our teams to respond swiftly,” he said.

When it comes to talent, Derek believes continuous learning and adaptability are foundational.

“Our people are our greatest asset, so we invest in upskilling programmes that cover key topics from presentation to management skillsets. This ensures our teams can respond to evolving demands,” he continued.

As for campaign execution, Derek highlighted OMG’s test-and-learn mindset—launching minimum viable campaigns to gather insights quickly, then scaling what works.

“This keeps us nimble, ensuring we meet client deadlines and exceed consumer expectations in a market that never slows down,” he added.

Navigating tomorrow’s landscape

As the team goes full steam ahead in the second quarter of 2025, Derek sees three major trends that are shaping agencies’ strategies in Hong Kong: AI-powered personalisation, short-form video, and purpose-led marketing.

He’s confident that OMG Hong Kong is well-positioned to harness these trends for its clients.

“We’re leveraging advanced analytics and machine learning to deliver hyper-targeted campaigns that speak directly to individual preferences, whether through dynamic creative optimisation or tailored e-commerce experiences,” Derek highlighted.

When it comes to short-form video, he shared that OMG Content, Omnicom’s partnership, social, and entertainment division, is focused on producing “snackable, high-impact content that cuts through the noise”—a response to the rising popularity of video formats driven by platforms like Instagram Reels and Xiao Hong Shu, which continue to dominate, particularly among Gen Z and millennials.

Derek also stresses that sustainability is no longer a nice-to-have. Purpose-driven marketing is gaining traction as consumers in Hong Kong demand more from the brands they engage with.

“We have collaborated with our client, L’Oréal, to authentically integrate ESG principles into their narratives using our proprietary tool, OMG Impact. This tool enables us to align client media investments with specific ESG goals, reflecting local values such as community and responsibility,” he explained.

“By staying ahead of these trends, we equip our clients with strategies that are both innovative and impactful,” Derek added.

Thriving in the face of growing competition 

When asked about the biggest challenges and opportunities for agencies in Hong Kong, Derek acknowledged the increasingly competitive nature of the marketing landscape. While this presents clear hurdles, he also sees it as a catalyst for game-changing opportunities.

“The biggest challenge for agencies in Hong Kong will be navigating economic uncertainty and intensified competition. With global brands eyeing the Greater Bay Area (GBA) and local players upping their game, differentiation will be tougher than ever,” he noted.

Still, Derek believes that the rise of regional opportunities and emerging technologies paints a promising picture for the future.

“The GBA’s growth offers a chance to scale campaigns regionally, while advancements in tech, like immersive AR/VR experiences or blockchain for transparency, can redefine how we engage audiences,” he explained.

For the next generation of agency leaders, Derek offers practical guidance: “First, master data—it’s the currency of modern marketing, and those who can turn insights into action will win. Second, stay curious and adaptable; the tools and platforms we use today won’t be the same in five years, so embrace change. Finally, focus on purpose—build teams and campaigns that inspire, not just sell.”

As OMG Hong Kong expands its capabilities and embraces innovation, Derek’s leadership ensures the agency isn’t just keeping pace with change but actively shaping what’s next, continuing to transform experiences.

Hong Kong – To mark its 160th anniversary, HSBC has partnered with Omnicom Media Group (OMG) Hong Kong and its creative arm Fuse to unveil a bespoke Rube Goldberg Machine installation at the iconic HSBC Main Building.

For the campaign, OMG Hong Kong enlisted local kinetic mechanism artist Joseph Chan to realise the concept, resulting in an interactive installation that traces HSBC’s 160-year legacy through a sequence of mechanical movements and visual storytelling.

The experience begins with a ball set in motion past the desk of founder Thomas Sutherland and the bank’s iconic bronze lions, Stephen and Stitt—named after senior executives of the era.

From there, the machine transitions to key visual milestones, including the creation of HSBC’s hexagonal logo by designer Henry Steiner and the symbolic lighting of the main building. It then moves through the bank’s early involvement in shipping services, representing its foundational role in trade and communication. This phase is followed by a timeline of financial instruments—from historical banknotes displayed on a rotating ring track to chequebooks and the evolution of credit cards.

Vintage HSBC commercials play on a retro television set before shifting to a screen that signals the arrival of the mobile banking app—marking the bank’s entry into the digital age.

The installation culminates in a segment featuring PayMeow, the mascot of HSBC’s PayMe app, highlighting the bank’s digital transformation. The journey ends with a piano tribute to the composer of the HSBC theme song, closing the loop on the bank’s long-standing narrative of innovation and heritage.

Chilai Howard, creative director of Fuse at OMG Hong Kong, shared, “Our vision is to seamlessly integrate art into brand experiences. In this project, we draw inspiration from a Rube Goldberg machine, using it as a dynamic timeline to narrate HSBC’s rich history. This interactive installation invites audiences to explore its depths, revealing hidden details and fostering discovery. By engaging the senses and sparking curiosity, we transform observers into active participants in this immersive journey.”

“We are honoured to collaborate with HSBC in celebrating their remarkable history. We believe in the power of creativity to tell compelling stories, and these groundbreaking installations showcase HSBC’s past in a way that adds even more meaning to their present journey,” added Natalie Yu, content & communication director at OMG Hong Kong.

The installation positions itself as more than a promotional effort, aiming to offer a culturally engaging experience that merges elements of art, history, and technology. Designed to educate and entertain, it has also become a visually compelling attraction for visitors.

Supporting the installation is a 30-second video released on 4 March, offering a glimpse into the Rube Goldberg sequence and encouraging audiences to explore HSBC’s historical milestones remotely. A longer-form version documenting the full experience was released on 8 April.

In addition to the Rube Goldberg Machine, Fuse collaborated with HSBC on two other installations. One is an immersive time tunnel that walks visitors through key moments and developments in the bank’s history. The other, a large-scale birthday cake display, serves as a visual marker of the bank’s 160th anniversary.

“We are pleased to unveil this Rube Goldberg Machine Installation to kickstart our year-long 160th anniversary celebration. This innovative installation is designed to transform archival elements into modern, interactive and dynamic exhibits that connect us with diverse customer segments. We are delighted to see Hongkongers visiting and capturing moments with the installation—exactly as we envisioned, enhancing their connection to our brand experience,” said Cheuk Shum, head of marketing, wealth and personal banking, Hong Kong at HSBC.

Southeast Asia – Dentsu has forged a partnership with Flipkart Commerce Cloud (FCC), the technology solutions arm of e-commerce marketplace Flipkart. The collaboration aims to revolutionise retail media networks for digital and omnichannel retailers in Southeast Asia and Hong Kong.

The partnership will see Dentsu incorporating Flipkart’s retail technology solutions into its integrated media, data, and creatives. It aims to help retailers enhance their retail media network strategies across seven markets.

FCC’s Retail Media Solution is available for retailers through their digital sites and app assets. Its suite of tech tools allows retailers and advertisers to create manage, and optimise ad campaigns.

The user-friendly, self-serve platform offers various advertising formats, retail-centric reporting, intuitive campaign creation, and measurement tools among others.

Praveen SNSS, senior director, Flipkart Commerce Cloud, said, “Our collaboration with dentsu marks a significant step in strengthening FCC’s Retail Media Solutions. As a strategic partner, dentsu brings deep expertise in media, data, and advertising, which aligns seamlessly with our mission to empower retailers with cutting-edge monetization capabilities. With FCC’s robust commerce technology and dentsu’s strategic vision and global reach, we aim to help retailers unlock new revenue streams, enhance shopper engagement, and drive measurable business outcomes.”

“Our unique partnership with FCC, the only joint offering of its kind in the region, marries the best in Retail Media Network with dentsu’s world-class integrated capabilities to offer a differentiated data- and tech-based solution that will truly drive scalable and connected growth for retailers in Southeast Asia and Hong Kong. As one of the leading e-commerce providers in India, FCC is our trusted partner to bring this never-before offering together to this region,” Prakash Kamdar, CEO, client & solutions, SEA, dentsu, and CEO, Singapore, dentsu, commented.

Hong Kong – Cathay marked a nostalgic return to Kai Tak on the final day of the Cathay/HSBC Hong Kong Rugby Sevens, staging a low-altitude flypast to celebrate the former airport’s 100th anniversary and the tournament’s debut at Kai Tak Sports Park.

For decades, Kai Tak served as Hong Kong’s international gateway, famed for its challenging 47-degree turn at 700 feet—one of the most difficult airport approaches in the world. Pilots were required to navigate between high-rise buildings, a spectacle that drew global attention until the airport’s closure in 1998.

“Everyone remembers the stories of Cathay Pacific’s aircraft flying in and out of Kai Tak. So we turned the nostalgia into an event to get the world talking about the Sevens, held for the first time at the new Kai Tak Sports Park,” said Edward Bell, general manager for brand, insights and marketing communications at Cathay. 

After 27 years, Cathay Pacific returned to Kai Tak with flight CX8100—named in honour of Kai Tak’s 100th anniversary. The aircraft took off from Hong Kong International Airport around 4pm on Sunday, March 30, flying past Central, Wan Chai, Kai Tak, North Point, and through Victoria Harbour in a dramatic recreation of aviation history.

To enable the flypast, Cathay collaborated with the Hong Kong SAR Government to create a temporary restricted flying zone over Victoria Harbour. Publicis Groupe Hong Kong then brought in veteran aviation photographers—renowned for capturing Cathay’s iconic Kai Tak landings—to document the moment. Their images and live-streamed footage of CX8100 are now being shared widely across the globe and Cathay’s social channels.

Cathay has also released a short documentary-style video offering a behind-the-scenes look at the planning and preparation behind Flight CX8100’s historic flypast over Kai Tak.

“Creating a live performance of an aircraft flying past Kai Tak seemed like an audacious feat. But together with the team at Cathay, we worked hard to plan an experience that everyone at this year’s Hong Kong Sevens final will remember. Hopefully for years to come,” shared Christopher Lee, chief creative officer at Publicis Groupe Hong Kong.

Cathay is the exclusive founding travel partner of Kai Tak Sports Park, supporting the venue’s efforts to promote sports, arts, and culture in Hong Kong. The partnership aims to attract global visitors through immersive experiences that highlight the city’s international appeal.

Hong Kong – Hearts & Science, the Omnicom Media Group (OMG) agency, has appointed Doris Kuok as managing partner to spearhead its expansion and lead operations in Hong Kong.

Effective immediately, Kuok will assume responsibility for overseeing the agency’s operations, strategic direction, financial performance, and client relationships. In her new role, she will drive the development of innovative tools and solutions to help renowned brands forge meaningful consumer connections.

Kuok brings over 20 years of experience across the beauty, FMCG, finance, luxury, and travel sectors. Most recently, she was Managing Partner at OMG Hong Kong, where she strengthened client partnerships and fostered collaboration to drive innovative media strategies and strong performance.

Under her leadership, OMG Hong Kong garnered multiple regional and local industry accolades. Kuok was also instrumental in securing Hearts & Science’s significant wins, including Warner Bros. Discovery in APAC and the recent AS Watson media mandate in Hong Kong.

Commenting on her appointment, Kuok said, “Hearts & Science is committed to delivering data-driven strategies to help our clients reach consumers in moments that matter. My goal is to foster a culture of bold creativity, strategic excellence, and deep collaboration, drawing on the vast experience and resources of OMG to deliver media solutions that help brands strengthen emotional connections with consumers and drive loyalty.”

In her new role, Kuok will report directly to Derek Yip, chief operating officer at OMG Hong Kong.

Yip commented, “The expansion of Hearts & Science into Hong Kong represents a pivotal moment for OMG, as we establish a third agency offering. A dynamic individual with strong business acumen is required to lay the groundwork for Hearts & Science’s success in the market, and we have found that leader in Doris.”

He continues, “An ambitious collaborator, Doris moves at pace and inspires others by leading by example. Doris’s experience, coupled with OMG’s Agency as a Platform proposition, will chart a new phase of growth for Hearts & Science in Hong Kong, driving impactful results for our clients and our business.”

Kuok’s appointment comes after the agency’s recent win of AS Watson’s media mandate in Hong Kong, marking a continued expansion in the APAC region.

It also follows the momentum Hearts & Science has gained in APAC since its launch in Australia and New Zealand in 2019. In Q1 2025, the agency appointed Rochelle Chhaya as its first APAC CEO to lead a growing portfolio that includes global brands like Jaguar Land Rover and Versuni, along with regional players such as Warner Bros. Discovery and DBS Bank.

Hong Kong – Football icon Cristiano Ronaldo has officially launched the first-ever CR7 LIFE official flagship store at Times Square in Hong Kong, marking a significant milestone in celebrating his legacy and the upcoming CR7 LIFE Museum.

The CR7 LIFE official flagship store is designed to offer an engaging, tech-enhanced environment where digital features highlight key moments from Cristiano Ronaldo’s career and personal journey.

Located on the 7th floor of Times Square and set to open in June, the store will feature a curated range of products selected and signed by Ronaldo, including apparel, homeware, and fragrances—each reflecting elements of his lifestyle and identity.

The store will also feature a Portuguese coffee shop that highlights the flavours and traditions of Ronaldo’s home country. Designed to reflect the ambiance of cafés in Portugal, the space will serve items such as freshly baked pastéis de nata, premium coffee, and other traditional pastries and delicacies.

Situated in one of Asia’s busiest shopping districts, the CR7 LIFE official store aims to attract fans, lifestyle enthusiasts, and tourists alike. From its curated merchandise to its immersive setup and café, the store is positioned as a distinctive addition to Hong Kong’s retail scene.

The flagship store opening marks a notable step in Cristiano Ronaldo’s efforts to engage more closely with his global fanbase, particularly in Asia. Launching in Hong Kong, the store will open alongside the upcoming CR7 LIFE Museum, a space dedicated to documenting Ronaldo’s career and impact on sports culture.

Hong Kong – Sunkist has teamed up with Edelman Hong Kong to redefine the morning after, unveiling ‘The Sunkist Next Morning Bar’—an energetic daytime hotspot in the heart of Hong Kong’s bustling party scene designed to help locals recover and recharge.

The Sunkist Next Morning Bar is a daytime spot that mirrors the lively atmosphere of regular bars but swaps alcohol for citrus-based mocktails, making the morning feel as vibrant as a night out. The bar features an oversized Sunkist crate overflowing with large oranges, along with a mocktail station and DJ booth for visitors to relax and unwind.

The menu, crafted by award-winning mixologist Antonio Lai, offers refreshing drinks like the Citrus Redemption, Unguilty Pleasure, and Morning Mercy Shot—each made with freshly squeezed Sunkist Navel oranges and lemons.

“The insight was simple: the feel-good feeling that comes from drinking fresh citrus is enough to mask anything that happened the night before. So, we created an experience that turns a regrettable moment into something celebratory, social, and fun. The Sunkist Next Morning Bar is a disruptive but fun way to show how Sunkist citrus is exactly what you need the morning after the night before,” said John Koay, executive creative director at Edelman.

The activation took place at Central Market from March 28 to April 2, offering early risers a chance to rejuvenate with refreshing drinks and feel-good tunes by DJ Sinke as the sun rose. This bar is part of a larger brand campaign aimed at reclaiming the morning as a time for revitalisation, powered by fresh Sunkist citrus.

More than just a temporary event, The Next Morning Bar seeks to integrate citrus into daily routines, making it a staple of personal wellness and social moments. To extend the experience, all mocktail recipes are available on the Sunkist Hong Kong website, providing a way for those recovering from a late night to feel better, no matter the time of day.

Cassie Howard, senior director of category management and marketing at Sunkist, shared, “With the Sunkist Next Morning Bar, we wanted to break away from the traditional mould of citrus marketing and create an experience that feels culturally relevant, unexpected, and fun. Hong Kong has such a dynamic nightlife scene, so we saw an opportunity to bring that same energy to the morning, using our citrus as the key to helping Hong Kongers feel good again—regardless of what happened last night.”

Hong Kong – Delivering on their promise of ‘Deliciousness without the Wait’, Pizza Hut Hong Kong has unveiled a comical new pop-up store to urge diners to skip the long queues of the city’s lunch rush.

Conceptualised by Edelman Hong Kong, the ‘Pop-Up Pizza Hut’ plays on the concept of a “pop-up” in both name and function. The activation features a giant pizza box that unfolds into a temporary store, appearing in the middle of Hong Kong’s busy lunch queues to serve diners on the go.

The activation also moves between Hong Kong’s busiest lunch spots, surprising restaurant managers and waiting diners with the message, “What are you waiting for? ”. Once the pizzas sell out, the mobile store relocates to another high-traffic area with a fresh supply.

Amy Cheng, creative director at Edelman, shared, “When Pizza Hut came calling to revive awareness of their lunch menu, we knew we had to find a disruptive way to differentiate the brand – and that’s exactly what we’ve done.” 

“Lunch breaks are always mayhem, and for some reason, queues have become an accepted feature of Hong Kong lunch culture. It’s a behaviour no one has ever questioned or made a point of, so it was the perfect opportunity to do something unexpected and get the brand noticed and remembered,” Cheng added. 

The Pop-Up Pizza Hut, designed as a humorous and unconventional activation, debuted on April 1st—a day when brands often engage in playful marketing stunts. Beyond highlighting the Meal-for-One menu, it also served as a platform to announce the brand’s light-hearted three-day promotion of the controversial ‘Superb Pineapple’ pizza.

Following its initial launch, the initiative is expected to continue appearing across the city, targeting busy lunch crowds and other high-traffic areas where time-conscious diners gather.

“Pizza Hut always has a presence at live events in Hong Kong – and live events always have people lining up for food and drinks. So, along with the daily lunch rush, we will keep finding times and places for the Pop-Up Pizza Hut to give people ‘deliciousness without the wait’,” Cheng said. 

Renee Chan, customer experience and marketing director of Pizza Hut HK, commented, “With only a 1-hour lunch break, what are you waiting for? ’… It’s the question no one seems to ask themselves, but it resonates with everyone. QSR in Hong Kong is very competitive, and we need to use what we can to our advantage – without terrorising the competition too much. This insight and idea really show our personality and playful side and, most importantly, highlight one of the many ways Pizza Hut always delivers.”