Amoy turns new ‘Royal dumpling’ into romantic lead with Sinnie Ng

Amoy Dim Sum has enlisted Sinnie Ng from local girl group Lolly Talk to front the launch of its latest innovation, the Chive & Pork Royal Dumpling (淘大韭菜豬肉餃霸), positioned as a highly versatile “4 Cooking Dumplings” product that can be steamed, microwaved, pan-fried or deep-fried.

Inspired by Goodnight Lillie’s hit song "我看見今晚的月色很美，你呢？", the campaign introduces the playful tagline “I think I’m kind of in love with the Royal Dumpling, and you?” (我好像戀上霸道餃霸，你呢？).

In the campaign, Ng stars in a romantic storyline opposite the “Royal Dumpling”, with the creative concept blending love and food to spotlight the product’s core attributes. She “falls” for the dumpling because, like an ideal partner, it is full of “inner substance”.

Speaking to MARKETING-INTERACTIVE, a spokesperson from Amoy said the campaign aims to drive broad awareness and trial for the new product, while refreshing the brand image and building stronger resonance with younger, digitally savvy consumers through local pop culture and storytelling.

Running from April to June 2026, the campaign targets Gen Z, millennials, young adults and busy working professionals in Hong Kong who seek high-quality, convenient meal solutions. It was developed in partnership with local agency RDS Digital.

Departing from conventional frozen food advertising, the campaign weaves the product into a romantic narrative. Drawing on the popularity of Goodnight Lillie’s track "我看見今晚的月色很美，你呢？" and the appeal of Ng and fellow singer Arvin Tsang, the strategy leverages trending local talent to capture younger audiences.

The core creative translates functional product benefits into romantic, relatable human traits:

• “Inner substance” – The Royal Dumpling’s generous, plump filling stands for a partner with real depth and character.
• “Multifaceted charm” – The four cooking methods (steaming, microwaving, pan-frying, deep-frying) represent a partner with many dimensions who constantly brings fresh surprises.
• “Ever-present support” – Its convenience and accessibility mirror the reliability and comfort of a partner who is always there when needed.

The campaign takes a social-first approach, using Instagram Reels as the primary storytelling platform to deliver the romantic short film in a highly shareable format and spark organic buzz that can translate into offline sales. A wider digital push spans Google display banners, YouTube bumper ads and social media.

In the hero Instagram Reel co-starring Arvin Tsang, the story follows Ng as she realises that both Arvin and the Royal Dumpling share irresistible qualities—packed with “inner substance” and multidimensional charm—culminating in her sweet confession to this well-rounded, “perfect” dumpling.

The Chive & Pork Royal Dumpling is now available at PARKnSHOP and Wellcome.

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