Tag: Hong Kong

Hong Kong – Maxim’s Group (Maxim’s) has unveiled its collaboration with 7-Eleven to create the innovative canned ‘Coffee BOB,’ a craft beer crafted from upcycled coffee grounds sourced from daily operations at 7CAFÉ.

In this collaboration, Maxim’s repurposes surplus bread from its facilities and coffee grounds from 7CAFÉ’s daily operations to produce the new canned ‘Coffee BOB.’ By utilising its award-winning recipe, this initiative guarantees exceptional quality and design while infusing the beer with the unique flavour profile of 7CAFÉ.

BOB, short for ‘Bottle of Bread,’ is a key step in Maxim’s commitment to a circular economy. This craft beer series replaces traditional barley with surplus bread and crusts from Maxim’s facilities. So far, BOB has upcycled 3.5 tonnes of bread and 300 kg of coffee grounds, producing variants like the pale ale ‘Original BOB’ and the coffee-infused stout ‘Coffee BOB.’

This partnership utilises 7-Eleven’s extensive retail network to promote sustainable practices like waste reduction and upcycling. Maxim’s and 7-Eleven aim to enhance audience engagement with BOB through integrated online and offline marketing strategies.

Coffee BOB will initially launch at 70 selected 7-Eleven stores, with plans to expand to nearly 800 in Hong Kong and Macau. Lin Min-chen will continue as the spokesperson for BOB, and yuu members can redeem a can for just 2,200 points plus HK$5—a 66% discount, limited to 10,000 redemptions. 

Keith Siu, chief operating officer (Hong Kong and Macau) of Maxim’s Group, said, “This partnership sets a precedent for cross-sector collaboration and paves the way for more sustainable initiatives in the industry.” 

Alex Liu, managing director of 7-Eleven HK & Macau at DFI Retail Group, also commented, “Our shared vision for sustainable development brought us together for this collaboration, expanding our ‘Grounds to Green’ project with the introduction of the new canned coffee BOB, further promoting environmental protection and a sustainable lifestyle.”

Maxim’s Group remains committed to sustainability through initiatives such as the WeGen farming regenerative agriculture project and its efforts to transform pre-consumer food waste into premium products.

Meanwhile, 7-Eleven’s “Grounds to Green Coffee Grounds Upcycling Program” has been repurposing coffee grounds from 7CAFÉ into fertilisers for local charity farms since July, supporting vegetable cultivation for 10 charities. The next phase introduces BOB canned coffee craft beer, further transforming used coffee grounds. This initiative promotes food waste recycling and raises environmental awareness, reinforcing the “food wise” message.

Hong Kong – To effectively engage the influential Mainland Chinese expat demographic in Hong Kong and drive growth, brands must implement culturally attuned strategies, as outlined in a recent whitepaper by EternityX.

With exclusive research from EternityX’s ‘PilotX’ platform and a proprietary survey conducted with MobTech, the whitepaper acts as a strategic blueprint for brands aiming to capitalise on the high-value demographic of Hong Kong’s Mainland Chinese expat community. By gaining insights into the economic influence and cultural preferences of this demographic, brands can craft targeted campaigns that resonate profoundly and foster sustainable growth.

According to the report, Mainland Chinese expats, especially those aged 35–54, are an affluent and highly educated group holding influential positions in technology, marketing, and government sectors. In addition, more than 65% have a bachelor’s degree or higher, and 72% earn over HKD 40,000 per month.

The report also reveals that women in middle- and high-income brackets are leading substantial spending growth, with their investments in finance, real estate, and luxury goods far surpassing industry index averages.

This indicates that brands overlooking this key demographic risk missing out on a highly influential consumer segment.

Charlene Ree, CEO of EternityX, emphasised, “Mainland Chinese Expats are fundamentally reshaping Hong Kong’s business landscape. By strategically aligning with this group, brands can bridge business growth with deeper cultural integration, ensuring that their initiatives resonate and drive lasting market impact.”

Additionally, Mainland Chinese expats remain strongly connected to their cultural roots through platforms like WeChat, Douyin (known globally as TikTok), and Xiaohongshu. 

WeChat remains the leading platform, with over 80% of expats using it daily. Its multifunctional features—spanning social interaction, mobile payments, and e-commerce—make it the top channel for consumer engagement.

Meanwhile, Douyin and Xiaohongshu are increasingly being used for entertainment and purchase decisions, particularly by affluent expats seeking lifestyle inspiration. Brands have the opportunity to craft compelling content that engages expats in an organic, relatable way.

These channels are essential for brands aiming to build long-term loyalty and foster authentic engagement. The report highlights that incorporating culturally resonant content on these platforms can deepen connections and cultivate lasting trust.

EternityX’s whitepaper advises brands to analyse the media habits and advertising preferences of Mainland Chinese expats to craft more effective, culturally resonant campaigns.

The report finds that Key Opinion Leaders (KOLs) play a crucial role in influencing purchasing decisions, underscoring the need for brands to collaborate with KOLs to build credibility and trust. This is especially important for engaging younger Mainland Chinese expats who actively follow influencers on platforms like Douyin and Weibo.

Additionally, short-form video content, social media feeds, and in-app banners provide highly engaging touchpoints, offering brands direct access to expats’ daily lives. Utilising these channels enables brands to maintain constant visibility and drive higher conversion rates.

“The key to successful engagement lies in brands adopting a culturally attuned strategy. Whether through influencer collaborations or relevant content on trusted platforms, brands need to meet Mainland Chinese Expats where they are most active… while maintaining authenticity and respect for their cultural values,” Ree explained. 

To effectively engage the Mainland Chinese expat market, the whitepaper advises brands to reassess and adapt their strategies continually. They must regularly evaluate their marketing approaches to remain aligned with the evolving preferences of this demographic. By leveraging data-driven insights and the proven effectiveness of digital and influencer marketing, brands can cultivate loyalty and achieve sustainable long-term growth.

Moreover, to maximise ROI, brands should prioritise early adoption and tailored engagement across platforms like WeChat, Douyin, and Xiaohongshu to gain a first-mover advantage in a competitive market.

“This whitepaper is more than a strategy guide—it’s a call to action for brands to adapt, evolve, and harness the full potential of Mainland Chinese Expats. By understanding their unique behaviours and values, brands can create authentic connections that foster growth, loyalty, and long-term success,” Ree concluded. 

Hong Kong – Quantcast has bolstered its leadership team with the appointment of seasoned digital advertising expert Sally Ng as managing director for North Asia, alongside Yanny Chan as the new client success manager in Hong Kong.

Based in Hong Kong, Ng joins Quantcast from Hivestack, where she served as regional vice president for Greater China. With over 23 years of experience in the digital industry, Ng has held senior roles in sales, client services, and regional leadership at prominent companies such as Sojern, AdParlor, AudienceScience, Sizmek (formerly MediaMind), and Yahoo.

In her new role as managing director, Ng will lead the growth of Quantcast in Hong Kong, China Outbound, Taiwan, and other North Asia markets. 

Ng has specialised in sales and business development, using her expertise and leadership to guide several global ad tech companies in successfully entering the Hong Kong and Taiwan markets. She has also been instrumental in educating stakeholders on the benefits of programmatic advertising.

Moreover, Ng has served on the IAB HK Programmatic Committee, leading the Ad Tech & Programmatic team, and is a member of the Advisory Committee for the IAB HK Digital Awards 2025.

Commenting on her new role, Sally said, “Quantcast is an exciting and growing business that continues to innovate, such as the recent launch of its self-serve platform, offering all sizes of advertisers the tools and insights to develop successful digital ad campaigns.”

“I have been a long-time advocate of the benefits of programmatic advertising and demonstrating the effectiveness of this innovative ad technology to clients and the broader Asia Pacific market, and I look forward to working with the Quantcast team to further their clients’ success,” she continued. 

Meanwhile, Chan joins Quantcast as client success manager, bringing experience from her role as a digital specialist at IPG Mediabrands Hong Kong. She has also been part of the performance team at PHD and served as a digital marketing executive at Statrys.

In her new role, Chan will report to Joy Seah, head of client success at Quantcast APAC. 

“Having worked on the agency side, I have seen firsthand the impact Quantcast has made on clients’ businesses, and I am keen to bring my agency experience to Quantcast to drive further impact,” Chan expressed. 

Ng and Chan’s appointments come on the heels of Quantcast’s recent expansion in its Singapore and Australian offices, where six new commercial and sales management roles were added. Both will assume their new roles in Hong Kong immediately.

Sonal Patel, vice president for APAC at Quantcast, said, “Our clients and operations across the region continue to rapidly expand, and these appointments are a reflection of that acceleration. Sally is a hugely experienced and well respected digital advertising specialist in the region and will bring a wealth of valuable skills to the Quantcast team. 

“With the addition of Sally and Yanny, we are continuing to invest in talent, demonstrating our deep commitment to the region, and strengthening our expertise for clients. Sally will be a strong leader for our North Asia business and a great partner to our clients,” Patel added. 

Hong Kong – To further raise public awareness of environmental protection, Colgate is launching the ‘Small Act–Big Smiles’ initiative with Watsons Hong Kong, which aims to collect used tubes of any brands from consumers at nearly 180 Watsons stores in Hong Kong and transform them into valuable resources. 

This initiative encourages consumers to become more mindful of their recycling habits and take proactive steps.

Starting today, nearly 180 Watsons stores across Hong Kong are now equipped with collection stations where consumers can drop-off their used toothpaste tubes from any brands and they further will be sent for recycling. To incentivise this program, MoneyBack members who purchase Colgate selected range of recyclable toothpaste tubes with the recycling logo at Watsons stores will earn double MoneyBack points, making it easier than ever to support sustainable practices. 

Additionally, customers who bring back a used toothpaste tube of any brands to Watsons will receive a HK$10 Colgate voucher, which is redeemable upon purchase of HK$99 or more on Colgate products in any Watsons store. This incentive structure is a token of appreciation for consumers demonstrating mindful recycling behaviour. This small act of returning toothpaste tubes can initiate a chain of significant impacts on society.

The collected tubes will further be segregated into recyclable and non-recyclable tubes. All used recyclable toothpaste tubes will be handed over to Colgate’s green partners, The Loops and Gaau1Up, who specialize in recycling plastic waste into useful products with injection molding technology. The non-recyclable tubes collected will be repurposed into building materials. This way the collected materials will be reused again. 

Once recycled, these tubes will be upcycled into stationery items, which will be distributed to the underprivileged children through the Hong Kong Young Dentist Federation. To maximise the reuse of plastic waste and instill the principles of upcycling in the next generation, Colgate will also organise workshops for the underprivileged children as part of their ‘Bright Smile, Bright Futures’ program, which aims to provide oral health education, free dental screenings, and referral services to these children. 

These workshops will also raise awareness about the current plastic waste challenges in Hong Kong and inspire students to take small steps toward it. Colgate strongly believes these small steps will lead to a future everyone can smile about. 

Meenakshisundaram Chandrasekar, SVP customer development for Asia-Pacific at Colgate, remarked, “Plastic waste mismanagement is a major challenge for our generation, and we are all part of it. Although we have developed a recyclable tube, it is essential that we as a society embrace more mindful recycling habits to make these innovations more impactful. Through the ‘Small Act- Big Smiles’ program, we strive to influence positive behaviors and make meaningful societal change and we are very optimistic that people will fully support and make it a consistent habit.”

Meanwhile, Samuel Lee, managing director of Watsons Hong Kong, said, “Watsons has been driving sustainability consistently. Over the past decade, we have implemented numerous recycling initiatives and actively partnered with business partners and recycling organizations. In the past four years, we have successfully recycled 1.2 million empty bottles for recycling, including beauty & cosmetic, personal care and healthcare products, as well as milk powder tins. This achievement is equivalent to the height of 1,060 buildings of Cheung Kong Center. We are thrilled to collaborate with Colgate to extend our recycling efforts to toothpaste tubes of any brands. With our reward incentives, we aim to encourage greater customer engagement. Together, let’s ‘Look Good, Do Good, Feel Great’.”

Singapore – Warner Bros. Discovery has announced that its streaming service Max will launch on November 19 in Indonesia, Malaysia, Philippines, Singapore and  Thailand, as well as Taiwan and Hong Kong. Max will be a brand new streaming experience in the region bringing fans blockbuster movies, groundbreaking series, iconic titles, real-life content and other family favourites through a strong product experience. 

Max brings together entertainment titles from brands like HBO, Harry Potter, the DC Universe, Cartoon Network, Max Originals, and the best of Hollywood movies, as well as programming from Discovery, TLC, AFN, Food Network, ID and HGTV all in one place. 

From November 19, subscribers can enjoy an elevated streaming experience on multiple devices with  an easy to navigate interface including personalised recommendations, seamless search, genre rails and brand hubs. 

Moreover, by providing a more intuitive way of exploring Max, subscribers can create up to five unique profiles, each customisable with favorite characters as avatars, receive content picks based on viewing habits and customise profiles for kids, curated with age-appropriate content and parental controls.

JB Perette, CEO and president of global streaming & games at Warner Bros. Discovery said, “We are thrilled to bring Max to more consumers in Asia. Max brings together unparalleled quality content  from iconic brands like HBO, Discovery, the DC Universe, Harry Potter, AFN, and Cartoon Network, as well as Hollywood blockbusters all in one place. Building on successful launches in the U.S., Latin  America and Europe, Asia Pacific represents the next phase of Max’s globalization, making Max available now in over 72 markets with more to come in 2025.”

Meanwhile, James Gibbons, president at Warner Bros. Discovery, APAC commented, “Warner Bros. Discovery has long entertained fans across Asia Pacific with culture-defining content from powerhouse brands. For the first time, this programming will be available in a brand new streaming app for regional audiences, with Max combining incredible breadth and depth and a best in class viewing experience.” 

Hong Kong – HK Express Airways has rolled out a new brand campaign today with the theme ‘LIVE MORE’ to ignite travellers’ wanderlust and bring the exhilarating ‘Gotta Go, Your Way’ experience to life. 

For the brand, they believe that travelling is an art of living, whether our travellers are culinary enthusiasts, adventurers, or travellers who need a get-away form the hustle bustle, the choice is yours.

To celebrate HK Express’ upcoming 11th anniversary, the airlines will partner with various brands and content creators in the coming months to honour this milestone with a series of online and offline activities. Moreover, it has also invited content creators to share their adventurous travel experiences on Facebook and Instagram in the spirit of ‘LIVE MORE’ to embrace the freedom to travel in your way. 

The campaign was launched following the airline’s plans to continue expanding its network of destinations in Mainland China, Southeast Asia and North Asia, targeting over 30 destinations by year-end to provide more accessible options to our customers in the regions. HK Express is also expecting to expand its fleet to 40 aircrafts by the end of 2024 to enhance the flight capacity.

Kee Keat Ong, commercial director at HK Express said, “HK Express is a young and vibrant brand that dares to be different. We encourage our well-travelled customers to rethink the concept of travel, stretch their boundaries and explore all possible travel patterns, be it Friday red-eye flights, or 48-hour quick getaways.”

He added, “Through our ‘LIVE MORE’ campaign and collaborations with content creators, we hope to demonstrate the ease and thrill of spontaneous journeys with HK Express, and integrate travelling into part of our everyday lifestyle. We will be launching a series of festive activities with tickets and travel deals, for our customers to save and fly more”.

Hong Kong – Bone and joint health supplement Caltrate has launched its latest campaign with internationally renowned dance group, Avantgardey, aimed at redefining joint health. The campaign was done alongside creative agency VML Hong Kong.

This multi-platform campaign is centred around the captivating energy of Avantgardey, and highlights the importance of healthy joints for everyday movements, from climbing stairs to performing intricate dance routines.

Moreover, the visually captivating video featuring Avantgardey’s signature style, seamlessly blends artistic expression with everyday activities, emphasising the crucial role healthy joints play in our lives. 

This creative approach aims to resonate with individuals experiencing joint discomfort, encouraging them to consider Caltrate UC-II Joint as a solution for restoring mobility and reclaiming an active lifestyle.

The comprehensive campaign extends beyond video, encompassing a robust digital and social media presence, high-impact in-train video takeovers across the Hong Kong MTR network, and interactive activations at partner stores. 

Kym Ma, group creative director at VML Hong Kong said: “Avantgardey’s iconic movements embody the incredible demands we place on our joints daily. By connecting their artistry with the science behind Caltrate UC-II Joint, we aim to spark a conversation about joint health and empower individuals to take control of their well-being.”

Hong Kong – Deliveroo Hong Kong has launched activities for riders to promote positivity and mental health awareness. The activities are in line with the Rider Safety Month and World Mental Health Day commemoration.

In partnership with the Mental Health Association of Hong Kong and St. James’ Settlement, Deliveroo organised workshops and seminars. The seminar aims to equip riders with stress management skills while the craft workshops promote positivity in the community.

The Mental Health Association of Hong Kong’s seminar covered stress symptoms, mental health issues, and stress management techniques. 

Meanwhile, St. James’ Settlement held workshops under their “(M:) Drive” programme, which aims to provide community resources on mental health. Riders engaged in calming activities such as creating herbariums and aroma stones to promote mindfulness.

Following the results of a 2023 survey, which revealed that over 40% of young people in Hong Kong experience moderate to severe depression, Deliveroo aims to help riders recognise mental health challenges and offer support to others.

Deliveroo also supports St. James’ Settlement in their mobile van service which provides mental health assessments and social work interventions. The van will be available for the public on Oct. 9 at the Central Pier.

Talwinder Singh, head of operations at Deliveroo Hong Kong, said, “Riders are at the heart of all that we do and we are deeply committed to supporting them in every way possible. As we continue our efforts in Deliveroo Rider Safety Month, we want to empower our riders with the basic knowledge of handling stress and recognising stress symptoms, so they can support people around them when needed. As riders have now become part of our everyday life, we hope these initiatives can help bring positivity to our community.”

Hong Kong – Uber has teamed up with independent creative agency Special and martial arts icon Louis Koo for its latest campaign, spotlighting the challenges of traditional street hailing and showcasing the ease of using Uber Taxi.

The campaign cleverly taps into the double meaning of ‘Kung Fu,’ which in Cantonese also signifies ‘effort.’ Uber and Special set out to depict a dramatic Kung Fu-style standoff as the ideal metaphor for the tiring ordeal of hailing a taxi on Hong Kong’s bustling streets.

In the campaign film, Louis effortlessly navigates through the chaos, heading straight to his e-hailed Uber Taxi and bypassing the struggle of street hailing. The campaign was teased on his social media, where he announced he was “saying goodbye to Kung Fu for good”—only to reveal that it was the wasted effort of finding a taxi he was leaving behind.

Special also collaborated with local partners, including Kung Fu specialist director Adam Liu and stunt coordinator Jack Wong, to ensure an authentic and true-to-genre portrayal of martial arts in the campaign.

Lauren Portelli, managing director at Special, said, “Bringing together a hybrid team of our Australian brains trust with incredible local partners helped us create an idea that truly felt Hong Kong. Filmed in the heart of Causeway Bay, we were able to capture how easily Uber Taxi lets you bypass the obstacles of street hailing, getting you where you need to go.”

Sarah Parris & Dan O’Connell, creative directors at Special, added, “Martial arts films are experiencing a bit of a renaissance in Hong Kong cinema at the moment, and we wanted to make something that felt true to the genre. Working with one of the best directors in the region, Adam Liu, and a bona fide legend of the Hong Kong film industry, Louis Koo, was great. They made the project as easy as e-hailing with Uber.”

The brand campaign encompasses TV, online platforms, social media, and out-of-home advertising, complemented by a promotional initiative offering HK $1,000,000 in discounts on promotional cards distributed throughout the streets of Hong Kong.

Toga Leung, head of marketing at Uber Hong Kong, explained, “At Uber Taxi, we are dedicated to providing an effortless experience for the people of Hong Kong. As a local who grew up captivated by iconic Kung Fu movies, I’m excited to see that passion come to life in this culturally relevant and entertaining campaign. Collaborating with a diverse creative team at Special, alongside our talented local partners, has been instrumental in shaping this campaign. With over a decade of experience in Hong Kong, we understand the unique challenges residents face while travelling—challenges that often require their own form of ‘Kung Fu.’”

Hong Kong – Local health and beauty chain Mannings has launched a new campaign alongside DDB Group Hong Kong promoting its wide range of products and professional health services, to help Hong Kongers sleep better. Said campaign focuses on the fact that sleep quality is a major issue in Hong Kong, ranking among the top 3 health concerns of Hong Kong people.

The ‘Take Sleep Seriously campaign,’ as well as raising awareness of the importance of sleep, demonstrates Mannings’ dedication to improving Hong Kongers’ sleep quality with specialty products and tips, through an online video. The video showcases a variety of ways and means people can ensure a better night’s sleep and features a reworked version of Brahm’s lullaby, with specially written lyrics. 

In the campaign, the Mannings Cat sweetly sings along as it kindly inspires people to improve sleep quality in different ways. The video concludes with the lullaby slowing, as people gently fall asleep with the help of Mannings products.

For Mannings, healthy sleep is essential for physical, mental and social wellbeing, and depth, duration, continuity and timing of sleep are all critical aspects for overall sleep quality. The good news is that Hong Kong people can turn to a variety of sleep remedies and Mannings boasts an extensive range of products that help reduce stress and enhance sleep quality. 

These include health supplements rich in key ingredients such as melatonin, GABA, and herbal extracts, and skincare, hair care and bathing products infused with relaxing fragrances and able to be incorporated into a self-care routine in support of optimising sleep. Expert advice on product usage, as well as healthy sleep habits, are also all part of the services at Mannings.

Kayley Hui, marketing director of health and beauty for Hong Kong, Macau & China at DFI Retail Group, said, “Our ‘Take Sleep Seriously’ campaign aims to raise awareness about the importance of quality sleep for overall health and well-being. By offering products and services that enhance sleep and relaxation, we hope to encourage our customers to prioritize sleep and make informed choices for a healthier lifestyle.”

Meanwhile, Frankie Fung, chief creative officer at DDB Group Hong Kong, commented, “We’re thrilled to partner with Mannings on their ‘Take Sleep Seriously’ campaign, which addresses a significant health concern in Hong Kong. Our collaboration allowed us to create an engaging thematic video that captures the importance of quality sleep, featuring a unique twist on the iconic Brahms’ lullaby. We hope this campaign inspires Hong Kongers to invest in some sleep self-care, and not only have one less health concern, but also experience all the many benefits of regularly getting a good night’s sleep.”

The campaign will run online, across social media, outdoor and in-store for the month of October.