Amoy Food taps George Au for a fresh spin on dim sum culture

Amoy Food has launched a new campaign to promote its latest product “Crab roe xiao long bao”, featuring George Au (pictured) from boy band P1X3L as campaign ambassador.  

With his vibrant and youthful image, Au perfectly embodies the campaign theme “Crab roe x fresh meat — the freshest xiao long bao” (蟹黃小鮮肉，鮮系小籠包), redefining the meaning of “fresh” beyond taste — as a lifestyle and attitude.  

The tagline plays on the double meaning of “fresh meat,” referring both to the juicy pork filling and Au's energetic persona. Through this creative concept, Amoy Food aims to infuse traditional dim sum culture with youthful spirit and contemporary appeal. 

Running throughout November, the campaign aims to bring excitement and a sense of freshness to the dim sum category — showing that Amoy’s products can be fun, youthful, and full of personality, said a spokesperson from Amoy in conversation with MARKETING-INTERACTIVE.  

“On a brand level, the campaign aims to further amplify Amoy’s lively and modern image, making the brand feel even more dynamic, engaging, and emotionally connected with today’s consumers.” 

Done in partnership with RDS Digital, the campaign takes a digital-first approach, rolling out across Google programmatic banners, YouTube bumper ads, and social media platforms, with a focus on Instagram storytelling and authentic food review sharing to connect with younger audiences.

A playful redemption programme was also introduced — featuring a cute xiao long bao–shaped blanket that unfolds into a cozy throw, creating buzz and collectability. RSVP serves as the PR agency, handling influencer and media gift deliveries.  

As a social extension, influencer Meaning Wong (王耀宏), JK (黃俊傑) and Nono Yeung (楊凱博) joins the “Amoy fresh nurture project”, sharing his everyday tips on staying “fresh” — from how to live like a true “fresh meat” to treating himself with Amoy crab roe xiao long bao as a well-earned reward.  

More rising “fresh” personalities will soon join to bring their own twist to the idea of living fresh. The new product is now available at local supermarkets such as PARKnSHOP, Wellcome, AEON, APITA UNY, HKTVmall, and Pandamart. 

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