As part of the activation, Sunkist introduced a blind box collection of citrus-themed carry cases and interchangeable charms, designed as collectible lifestyle items. Running from April 9 to 12, the pop-up combines product display with interactive elements aimed at engaging shoppers on-site.

At the centre of the experience is an interactive game where visitors scoop orange balls into a basket within a set time limit, with successful participants receiving an exclusive Joocies blind box featuring one of four designs.

Participants who complete the challenge are also given a complimentary Sunkist High Brix Navel orange, currently in season and positioned as a premium product offering. Both the blind box collectibles and oranges are distributed on a first-come, first-served basis while supplies last.

The space also features dedicated display areas showcasing the full Joocies range, alongside photo zones designed to encourage social sharing and extend the activation’s reach beyond the physical pop-up.

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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.”

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To do this, Sunkist has worked with Edelman Hong Kong to look into the opportunities of how citrus can help with their wellbeing, while preserving some of the region’s oldest TCM recipes. 

In this unexpected move away from the familiar stories of Vitamin C, the brand has created the Sunkist Citric Essence, a qi balancing formula, and launched a platform for people to share and preserve their own unique recipes, thereby educating Hong Kongers on the health benefits of the Sunkist Navel orange in the world of TCM.

Sunkist has also enlisted local Chinese Medicine practitioner Dr. Winson Poon, Master of Chinese Medicine from the Chinese University of Hong Kong, to develop this new elixir. 

Said concoction has been designed to battle a modern-day issue in Hong Kong: the ‘seasonal slump’, a weariness and lowering of energy caused by the city’s humidity and constant changes in pressure and temperature, as people move between the airconditioned indoors and the warm outdoors. The TCM-formula was released online as an open recipe for anyone to easily recreate and start enjoying the benefits of California-grown citrus at home.

John Koay, regional executive creative director at Edelman, said, “As we partner with Sunkist to celebrate its 130th anniversary, we are taking inspiration from generations-old traditional Chinese herbology and adding a California-grown orange twist to it – maximising the flavorful experience and health benefits our citrus brings to the table.”

He added, “We hope this modern formula gives consumers a new reason to explore the benefits of Traditional Chinese Therapy and the benefits of Sunkist’s California-grown citrus.”

Meanwhile, Dr. Poon commented, “Wellness is a big trend in Hong Kong, and Traditional Chinese Herbology should be at the center of this. Applying our ancient profession to more modern needs is a way to keep our profession relevant to young Hong Kongers.”

He added, “Oranges, when paired with the right ingredients, can regulate qi-flow to remove dampness from the body and aid digestion. Inspired by traditional folk wisdom and modernised Chinese medicinal knowledge, we are reimagining the California-grown orange, unlocking its full benefits for Hong Kongers to combat the hustle and bustle of the city.”

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