Tag: Hong Kong

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.”

Hong Kong – Coca-Cola in Hong Kong, represented by The Coca-Cola Company and its bottling partner Swire Coca-Cola, has become a Founding Partner of Kai Tak Sports Park (KTSP), solidifying its commitment to enhancing visitor experiences with refreshing beverage offerings.

Coca-Cola in Hong Kong will offer its full beverage portfolio at Kai Tak Sports Park (KTSP), supporting the venue’s efforts to deliver world-class sports, cultural, and entertainment experiences. The partnership also reflects Coca-Cola’s commitment to the local community and Hong Kong’s growing mega-event economy.

John Sharkey, chief executive officer at KTSP, shared, “We are delighted to welcome Coca-Cola in Hong Kong as a founding partner. This partnership aligns with our vision to be an iconic, world-class venue that brings together people from around the world to create magical moments by delivering exhilarating and memorable sports, entertainment, and cultural experiences.”

Sharkey continued, “KTSP is also a hub for our local community’s enjoyment, and Coca-Cola’s commitment to uplifting visitors and supporting sustainability initiatives makes them an ideal partner for KTSP’s journey of inspiring visitors to enjoy and explore. There’s truly something for everyone.”

As a Founding Partner of KTSP, Coca-Cola will offer a range of beverages, introduce interactive experiences, and support sustainability initiatives to enhance the visitor experience.

Coca-Cola in Hong Kong will provide a diverse selection of beverages at Kai Tak Sports Park, including sparkling drinks such as Coca-Cola, Sprite, Fanta, and Schweppes, as well as unsweetened and sweetened teas, bottled water, sports drinks, and energy drinks. This ensures that visitors have access to a variety of refreshments throughout the venue.

To make beverages easily accessible, Coca-Cola will install hundreds of coolers, fountain dispensers, and vending units across KTSP. Whether in the main stadium, concessions, or event spaces, visitors can conveniently find their preferred drinks while enjoying performances, sporting events, or the Hong Kong Sevens.

As part of the partnership, Coca-Cola will also have a strong presence throughout the venue. From main gates “presented by Coca-Cola” to on-site signage and digital advertising, the brand will be seamlessly integrated into the park’s environment.

Additionally, Coca-Cola will receive activation rights, exclusive access to designated areas, and hospitality benefits. These sponsorship elements ensure a visible role for Coca-Cola at KTSP while providing visitors with convenient access to its beverage offerings.

Karlijn in ‘t Veld, vice president of franchise operations for Hong Kong, Taiwan, Macau & Mongolia at The Coca-Cola Company, commented, “Kai Tak Sports Park is set to become a landmark destination for sportainment in Hong Kong, and as a leading beverage company, we are honoured to be part of this once-in-a-generation establishment.”

“We have been crafting strong and loved brands that create hundreds of thousands of refreshing moments every day for Hong Kong. As the city rises to become ‘Asia’s Events Capital’, we, building on our legacy and strength, look forward to creating magical moments and incredible experiences for millions of visitors to Kai Tak Sports Park, while promoting sports, entertainment, tourism, and hospitality in the city,” she added. 

Richard Gould, general manager at Swire Coca-Cola HK, also shared, “At Swire Coca-Cola, we are proud to work hand in hand with The Coca-Cola Company to bring an exciting range of beverages to our community. Our dedicated team is passionate about creating refreshing and memorable experiences for all visitors to Kai Tak Sports Park – by providing the perfect drink for every moment.”

Meanwhile, building on its 20-year partnership with HK China Rugby, Coca-Cola has extended its role as a ‘Tournament Partner’ and exclusive non-alcoholic ready-to-drink beverage supplier for the Hong Kong Sevens, which debuts at Kai Tak Sports Park from March 28 to 30. The company also continues its commitment to sustainability and community engagement.

“Great partnerships go beyond business – they create meaningful community impact. As we bring refreshing beverages to KTSP and inject excitement into the various activities in the park, we are also committed to a greener Hong Kong. Together, we will drive progress in waste management, people empowerment and community engagement,” Karlijn enthused.

Coca-Cola in Hong Kong is the latest partner to join KTSP, following the recent announcement of Marriott Bonvoy and a growing roster of partners, including DHL Express, CTF Life, Carlsberg, and Cathay Pacific.

Hong Kong – Marriott Bonvoy, the travel loyalty programme of Marriott International, has signed a multi-year agreement to become the exclusive Founding Hotel Partner of Kai Tak Sports Park (KTSP), Hong Kong’s largest sports and entertainment landmark.

As the exclusive Founding Hotel Partner, Marriott Bonvoy will collaborate with KTSP to advance sports, culture, and tourism in Hong Kong, showcasing the city’s world-class events to a global audience.

Commenting on the partnership, John Sharkey, chief executive officer of KTSP, said, “We are delighted to welcome Marriott Bonvoy as the exclusive Founding Hotel Partner at Kai Tak Sports Park. This partnership sets new standards for world-class hospitality and entertainment. Together with Marriott Bonvoy, we will continue to deliver exhilarating and memorable experiences for the enjoyment of Hong Kong, Asia and the world. In turn, we will provide unique and extraordinary moments to Marriott Bonvoy’s guests and members.”

KTSP is set to become Hong Kong’s premier destination for major international sports, entertainment, and cultural events. Through this partnership, Marriott Bonvoy members and guests can access a curated selection of immersive and unforgettable experiences in the city via the Marriott Bonvoy Moments platform.

Betty Tian, managing vice president of customer for Greater China at Marriott International, said, “We are excited to partner with Kai Tak Sports Park to offer guests and members once-in-a-lifetime experiences in Hong Kong’s latest hub for culture, entertainment and sports.”

“Marriott Bonvoy strives to inspire how people want to live their lives and travel. We look forward to working with KTSP to support Hong Kong’s vibrant events scene and amplify its success on the world stage,” she added.

Marriott Bonvoy joins a growing list of major partners recently announced by KTSP, including DHL Express, CTF Life, Carlsberg, and Cathay Pacific.

Hong Kong – Japanese beauty brand SHISEIDO has launched a new branding campaign in Hong Kong, highlighting resilience and strength as part of the rollout for the latest iteration of its Ultimune serum.

The #FullBloomBeauty campaign, developed for the Hong Kong market, was created in collaboration with creative agency Omelette Digital, media agency iProspect, and digital agency Pontac. It is also part of SHISEIDO’s global creative platform, “Freedom From Age.”

The campaign presents SHISEIDO’s camellia as a symbol of resilience, flourishing even in challenging conditions. It also features the latest version of Ultimune, which incorporates the company’s Power Fermented Camellia+ technology. This formulation, designed to support skin immunity, targets ageing skin cells using a memory T cell approach aimed at promoting a more revitalised appearance.

“The term ‘全盛期’ has traditionally been used to define the peak era of an individual. It is our privilege to bring a twist to this concept, reminding consumers that beauty knows no age. Everyone can radiate with full-bloom beauty at the best of their age as they unleash their inner resilience,” said Andrea Choi, creative director of Omelette Digital.

As part of the campaign, SHISEIDO also extends its collaboration with Keung To, Anson Lo, Ian Chan, and Edan Lui of Hong Kong boy band MIRROR, who have been brand endorsers for several years.

The campaign features MIRROR members in a story video reflecting on the resilience of the camellia and how it resonates with their personal journeys. Additionally, a series of individual videos highlights each member’s perspective on resilience and their experiences with the latest Ultimune serum.

To extend the campaign’s reach, SHISEIDO has rolled out a series of out-of-home (OOH) advertisements across Hong Kong, reinforcing the #FullBloomBeauty message. The campaign also includes exclusive MIRROR-themed collectibles, available with purchases, offering fans a connection to both the brand and the boy band.

SHISEIDO also launched a series of teaser videos featuring MIRROR members looking toward the iconic IFC building as camellias bloom in the background. These visuals set the stage for an upcoming SHISEIDO pop-up event, inviting beauty enthusiasts to take part in the celebration of resilience and beauty.

Gloria Ho, president and managing director of Shiseido Hong Kong, said, “New Ultimune is our latest science-backed innovation, backed by over 30 years of research, bringing SHISEIDO’s over-the-century Art & Science together. By highlighting Camellia’s resilience story, we aim to inspire and engage local consumers, demonstrating how our product embodies inner strength and vitality, echoing Shiseido’s corporate mission “Beauty Innovation For A Better World.” This branding campaign, combined with our omnichannel marketing strategy, will create a unique and immersive experience for our customers.”

Hong Kong – HSBC Credit Card has unveiled the “Red Hot Chef” reality show, marking Hong Kong’s first bank-led initiative to champion the local dining industry.

HSBC will invite submissions from eligible local restaurants for the reality cooking show, selecting eight skilled chefs through an open audition to compete in the culinary contest.

The reality show aims to crown the “Red Hot Chef” by highlighting participants’ culinary skills and creativity. Through this platform, local restaurants gain exposure, with the hope of encouraging more diners to support Hong Kong’s vibrant F&B industry.

Partnering with Chef Anh Sung-jae, head chef of Mosu Seoul and Mosu Hong Kong, and a judge on Culinary Class Wars, the reality show gives finalists the opportunity to engage with Chef Anh and compete for a HK$1 million restaurant promotional package to boost their marketing and growth.

Deeply connected to Hong Kong’s dining culture, Chef Anh draws inspiration from a character in a classic Hong Kong film. Through this collaboration, he hopes to inspire local chefs, guiding them to elevate their culinary journeys in this unique and transformative experience.

Cheuk Shum, managing director and head of marketing for wealth and personal banking at HSBC Hong Kong, said, “Dining is a key spending category for our customers, and we are dedicated to offering our customers extraordinary culinary adventures through our exclusive dining privileges. With the core vision of this campaign—Taste Red Hot, Back Your Favourite—we are excited to collaborate with Chef Anh to connect our customers with Hong Kong’s hidden culinary gems.” 

He continued, “We are not just promoting exceptional restaurants; we are igniting a passion for the distinctive tastes of our community. This campaign promises to benefit both our valued customers and local eateries. Experience the excitement, taste the difference, and savour the best of our city together! ”

HSBC is accepting applications from eligible local restaurants for the “Red Hot Chef” reality show until 30 April 2025.

Hong Kong – HSBC One has joined forces with local designer brand ‘Offgod:Tate’ to launch a limited-edition fashion collection, “HSBC One x Offgod:Tate,” set to debut exclusively at ComplexCon Hong Kong 2025. The collaboration will also introduce Asia’s first-ever Esports Zone, blending the worlds of fashion and gaming in a bold showcase.

In collaboration with Offgod:Tate, a local Gen Z artist duo consisting of Tate Mok and Andrew Mok, HSBC One’s new collection delves into the esports universe, tracing the transformation of their character ‘Skully’ into the robotic ‘Machine Skull.’ Inspired by ergonomic gaming devices, controllers, and sci-fi mechas like Gundam and Maschinen Krieger, the design embodies a bold and imaginative aesthetic.

The collection includes nine items, such as a graphic tee, esports jersey, and 3D headphone accessories. Local trendsetters Nancy Kwai and Gordon Flanders showcase the pieces’ versatility against the backdrop of the HSBC Main Building.

Designers Tate Mok and Andrew Mok expressed, “HSBC One aligns with us on our penchant for exploration in multiple disciplines. We are grateful for the creative freedom provided in this partnership, which has challenged us to think outside the box.” 

“Our headphone sculpture for this collection is designed in a newfound format, and we designed each piece of items with a lot of attention paid to the material, patchwork, silhouettes, and even the exact shade of red used. Everything has been thought out and put into the design with intention,” the designers added. 

Alongside the debut of its new collection, HSBC One aims to offer local esports fans more exclusive opportunities this year through its partnership with ComplexCon.

Building on last year’s successful collaboration with top esports names like T1 and Faker, HSBC One has announced plans to bring South Korean League of Legends esports team Gen.G to Hong Kong.

Members of the Korean LCK team Gen.G Esports—Kiin, Canyon, Chovy, Ruler, and Duro—are set to make their Hong Kong debut at the HSBC One Esports Zone. They will take part in matches and interact with fans. 

The ‘ComplexCon LoL Cup’ tournament, scheduled for March 22-23, will give local League of Legends players the chance to compete for an opportunity to challenge Gen.G, creating a platform for esports enthusiasts to experience live competitive gaming.

Funded by the Mega ACE Fund, ComplexCon Hong Kong will run from March 21 to 23, 2025, at AsiaWorld Expo, showcasing street fashion, art, music, and global pop culture. The HSBC One x Offgod:Tate collection will be sold exclusively at the Complex Marketplace. A 3-meter ‘Machine Skull’ installation at the HSBC One Esports Zone will highlight the collaboration’s design.

Hong Kong – DHL Express has been named the official partner of the newly opened Kai Tak Sports Park (KTSP), a collaboration aimed at attracting large-scale sports and entertainment events to Hong Kong and bolstering the city’s reputation as a leading hub for mega events in Asia.

Under the partnership, DHL will assist KTSP in hosting a diverse range of international sports and entertainment events in Hong Kong. The collaboration also boosts DHL’s brand presence both locally and globally.

This partnership strengthens DHL’s commitment to the sports and entertainment industry, both locally and globally. With experience supporting events like Formula 1, Formula E, and Manchester United, DHL connects fans worldwide. In Hong Kong, it partners with Hong Kong China Rugby to nurture local talent for the global stage.

“We are delighted that DHL Express is our official partner. We look forward to enhancing the experience of our world-class mega events together. With KTSP as Hong Kong’s home venue, we are committed to bringing more international sports, cultural, and entertainment events to Hong Kong, further transforming the city into an event capital and creating new growth opportunities,” said John Sharkey, CEO of KTSP.

KTSP will host Coldplay’s ‘Music Of The Spheres’ World Tour in April, one of the venue’s key events for 2025. As the official logistics partner, DHL will support the band’s sustainability model by helping reduce transport emissions through initiatives that cut carbon emissions, minimise consumption, and promote green technology.

Andy Chiang, senior vice president and managing director at DHL Express Hong Kong and Macau, said, “DHL Express is honoured to be the Official Partner of KTSP. This underscores our long-term commitment to Hong Kong’s development.” 

Chiang continued, “In line with our purpose of ‘Connecting People, Improving Lives,’ we are excited to support KTSP in hosting world-class, large-scale events. Through our shared values of innovation and mission to promote Hong Kong as a hub for live events, we will connect local and international audiences with their favourite sports teams, athletes, and artists. We believe we can better position Hong Kong as an attractive destination for the sports, cultural, arts, and music lovers.” 

Officially opened on 1 March 2025, Kai Tak Sports Park is Hong Kong’s largest integrated sports and entertainment landmark. In addition to DHL Express, KTSP has partnered with major brands like CTF Life, Carlsberg, and Cathay Pacific.

Hong Kong – Chinese e-commerce giant JD.com is reportedly set to expand into the Hong Kong market with the launch of its offline flagship store, ‘JD Mall,’ offering an immersive retail experience.

According to a report by local media Ming Pao, JD Mall in Hong Kong is expected to mirror its mainland China counterpart, with a primary focus on home appliances.

Ming Pao also cited sources revealing that since the fourth quarter of last year, JD.com has been actively recruiting employees, offering high salaries to attract talent from Hong Kong’s electrical appliance retail industry as part of its plan to establish physical stores in the city.

Additionally, the report stated that JD Property Development, a subsidiary of JD.com, acquired the entire Li Fung Centre in Sha Tin last year. Meanwhile, related companies have moved into Jardine House in Central, signalling preparations for JD.com’s entry into the Hong Kong market.

Ming Pao also reported that JD.com’s subsidiary, Beijing Jingdong 360 Electronic Commerce Co., Ltd., applied for the trademarks of its instant delivery brands in Hong Kong last December. However, JD.com stated to the local media that there are currently no plans to develop ‘Dada,’ ‘Seconds Delivery,’ or related food delivery services in Hong Kong.

JD.com’s reported entry into Hong Kong comes after Alibaba’s Taobao Hong Kong launched its first furniture and home goods store in Tsim Sha Tsui, signalling a growing push by major mainland e-commerce giants into the city’s market.

Hong Kong – Hearts & Science, an Omnicom Media Group agency, has secured the media business for AS Watson in Hong Kong following a competitive pitch, MARKETECH APAC learnt.

Effective 1 March 2025, Hearts & Science assumed responsibility for all media duties, covering both online and offline channels.

The pitch, reportedly held in the second half of 2024, saw participation from multiple agencies, including incumbent dentsu.

This appointment comes on the heels of the agency’s recent win with Warner Bros. Discovery, where it was named the media agency of record for WBD’s Theatrical and Streaming divisions across multiple Asia Pacific markets.

Earlier this year, OMG also appointed Rochelle Chhaya as APAC CEO of Hearts & Science, leading its regional expansion, including launches in Malaysia and Taiwan in Q1 2025.