Amoy turns up the heat with HK rapper Billy Choi’s fiery remix

Hong Kong traditional sauce brand Amoy Food has tapped local rapper Billy Choi in its latest campaign to redefine the chilli oil experience to make it feel brand new.

This comes as Amoy Food has launched the Amoy handmade stir-fried chilli oil (淘大手工爆炒辣椒油), which focuses on authentic craftsmanship and complex heat. Made with bullethead chillies (子彈頭辣椒) and ghost peppers (魔鬼辣椒), the product goes through a "handmade stir-fried" process that uses high heat to bring out all of its rich flavours.

Under the tagline "香辣 chilli shock", the campaign is done in collaboration with media and digital agency RDS Digital, which managed the project from the initial big idea and creative concept through to key visual development. The agency also handled artist management - coordinating music and video production with Choi - and oversaw full media planning and buying to ensure maximum exposure across Hong Kong.

Running until early May, the campaign targets both spice lovers and younger audiences through a high-energy mix of traditional craft and modern hip-hop culture. It is all about the theme「香辣Chilli Shock」, redefining the chilli oil experience to make it feel brand new. While most brands focus solely on spice levels, Amoy sells a "total sensory shock"- a powerful combination of rich aroma and intense heat.

Instead of taking the traditional route of casting a typical "spice-eating" influencer, the campaign took a fresh and explosive angle by collaborating with local rapper Billy Choi to convey the product's selling points through an entirely new medium: rap music and the dynamic reels format. Choi is chosen as the face of this initiative because his raw, explosive energy perfectly embodies the "香辣 chilli shock" identity and brings the "all-new, all-spicy shock" (全辛衝擊) to life. His presence helps the audience perceive this 110-year-old local sauce brand as fresher and more dynamic, breaking away from traditional food advertisements to deliver a high-impact, sensory experience that truly resonates with consumers.

The campaign features an original one-minute track and a "reels" video, where visuals and music work together to mirror the intense, aromatic heat of the stir-frying process. By moving away from traditional food ads, the collaboration seeks to deliver a high-impact experience that is far more explosive than any standard chilli oil on the market.

Personally composed and produced by Choi, the track features highly catchy lyrics and an addictive beat. Through his authentic performance, viewers can see him genuinely relishing the product's signature "aromatic heat" (香辣). This dynamic audio-visual synergy vividly brings the intense "chilli shock" to life.

“We wanted to move beyond traditional food marketing. By pairing Amoy’s traditional stir-frying craft with Choi’s energy, we’ve created a campaign that is as hot and soulful as the product itself,” says the RDS digital team.

Don’t miss: Amoy Food taps George Au for a fresh spin on dim sum culture

Amoy Food has been tapping various rising artists in its campaign to rejuvenate the brand. For example, in November last year, the brand launched a campaign to promote its product "Crab roe xiao long bao", featuring George Au from boy band P1X3L as campaign ambassador. With his vibrant and youthful image, Au perfectly embodied 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.  

Back in May last year, Amoy also launched a campaign featuring local singer Nancy Kwai to promote its Charcoal lava bun, highlighting its unique taste and premium appeal.   

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