Amoy Food doubles down on HK heritage with Natalie Tong

Local sauce manufacturer Amoy Food has tapped Hong Kong actress Natalie Tong again to position itself as the “No. 1 best-selling sauce brand made in Hong Kong”.  

Running through August and September 2026, the campaign reinforces the brand’s promise, “Made with dedication, made in Hong Kong” (講究態度，香港製造), while spotlighting its expanded “0 Additives” (0添加) premium soy sauce series—formulated without added MSG or preservatives to meet growing consumer demand for healthier choices.

Founded in 1908, Amoy operates its own integrated production facility in the Tai Po Industrial Estate, overseeing end-to-end R&D, manufacturing, packaging, and distribution.

For the second consecutive year, Tong continues as Amoy’s brand ambassador, further strengthening consumers’ connection with the spirit of Hong Kong craftsmanship.

Tong is known for her exacting standards in cooking, with careful attention to both ingredient selection and culinary techniques. Her dedication to excellence aligns perfectly with Amoy’s brand values, and this second-year partnership is grounded in a shared belief in the excellence of Hong Kong-made products and a mutual commitment to uncompromising standards. 

To maximise campaign impact, Amoy deployed a comprehensive 360-degree media strategy spanning out-of-Home, digital, and retail touchpoints. The multi-channel approach ensures consistent brand messaging is delivered at high frequency across the consumer journey — from broad awareness through OOH placements on bus bodies and bus shelter light boxes, to targeted digital engagement across programmatic, streaming, and social channels, and finally conversion at the point of purchase through in-store retail promotions.

“We are immensely proud to be recognised as the No. 1 Best-Selling Sauce Brand Made in Hong Kong. This recognition reflects our customers’ unwavering trust in locally made products and the journey we have built on uncompromising quality and dedication—values that have defined Amoy for over a century.” said a spokesperson for Amoy Food. 

This campaign follows the brand's previous partnership with Tong to celebrate its 117 years of dedication to soy sauce excellence. 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.

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