Amoy highlights its dedication to soy sauce excellence with Natalie Tong

Local sauce manufacturer Amoy has unveiled its latest brand campaign “Exquisite taste, made in Hong Kong” (講究態度，香港製造), marking its 117 years of dedication to soy sauce excellence. 

The campaign features local actress Natalie Tong. Known for her popularity and culinary passion, Tong embodies the precision and high standards that resonate with Amoy’s brand values.

Running from May 2025, the campaign kicked off with a captivating 30-second TV commercial that draws a powerful parallel between cooking and music. Through rhythmic narration and elegant visuals, the ad illustrates how every note in a melody - just like every drop of soy sauce - reflects the precision and refined attitude essential to the cooking process, said Amoy's spokesperson in a conversation with 

With Tong as the brand ambassador, the TV commercial captures the spirit of craftsmanship, showcasing how different cooking methods require specific soy sauce pairings and emphasising that attention to detail is crucial in creating exquisite flavours.

At the heart of the campaign are two hero products, including "Amoy Deluxe First Extract Soy Sauce" (淘大原釀．醇鮮頭抽), which delivers a scrumptious taste and delectable aroma, ideal for marinating and stir-frying; "Amoy Premium Light Soy Sauce" (淘大翕仔頭遍生抽) which offers a bold and fragrant soy flavour, perfect for braising and seasoning.

This integrated campaign encompasses television, YouTube, Google Programmatic, social media, and influencer collaborations, aiming to resonate with modern home cooks and food lovers who appreciate authenticity and detail.

"At Amoy, we believe true flavour comes from uncompromising care - not just in ingredients, but also in attitude," said the spokesperson. "Tong exemplifies this spirit. Whether acting or cooking, she shares the meticulousness we apply to every bottle of soy sauce we produce."

With over 117 years of heritage, Amoy continues to honour its legacy by crafting soy sauces that enhance not only the taste of food but also the values of home, pride, and purpose.

Most recently, Amoy unveiled a new campaign to promote its Charcoal lava bun, highlighting its unique taste and premium appeal. Featuring local singer Nancy Kwai, the campaign aims to reinforce Amoy’s innovation in the dim sum category and spark interest among the younger generation of food lovers. 

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