Bao Dim Sin Seng invites Massimo Ambrosini to celebrate its 15 years, introduces plans for rebrand

In celebration of its 15th anniversary, Uni-China Group's dim sum brand Bao Dim Sin Seng (包點先生) has unveiled a citywide campaign to introduce its new spicy dim sum series and highlight how the brand has become part of every HongKongers’ life. It has also announced its plans to undergo a 360-degree rebrand. 

Jackie Ling, chairman, Uni-China Group said in an opening speech at the launch event on Thursday, that the idea of launching the Bao Dim Sin Seng brand came from his observations over a decade ago, when he found the business opportunity to incorporate western elements into the traditional Chinese steamed buns stores.

He also said the brand will undergo a rebrand to reposition itself within the market, including refreshing its logo and menu, and training frontline staff to enhance customer experience. More details of the rebrand will be unveiled in 2024. 

As part of the campaign, Bao Dim Sin Seng has joined hands with local condiment brand Mrs. SO XO Sauce (蘇太名醬) to launch the limited-edition Sichuan-style Piquant Quadruple series, featuring the signature veggie-meat bun, siu-mai, har-gao and minced pork with water chestnut rice.

To raise talkability and engage a wider audience, Bao Dim Sin Seng has invited Italian soccer star Massimo Ambrosini (pictured left) and Kitty Sin (pictured right), former AKB48 Team TP member and current Passion Sisters member, to celebrate the brand's 15 years and try out the new dim sum series at the launch party. They were also invited to distribute Chinese peach buns to fans and audiences. 

Ambrosini is known for a video that him singing a “Happy Birthday” song to himself embarrassingly at ATV’s gala dinner in 2004. While the video is still one of the most trending topics among netizens, it resonates with Bao Dim Sin Seng’s anniversary celebration. Meanwhile, Sin is a HongKonger who started off as a child actor in Hong Kong and went off to Japan and Taiwan to further her career.

Furthermore, Bao Dim Sin Seng has partnered with local artist Bao Ho to launch new packaging for the brand and three styles for its limited-edition tote bags. Inspired by Bao Dim Sin Seng’s signature veggie-meat bun (菜肉包), the graphics illustrates how the brand has become part of HongKongers’ life. The tote bags are available for redemption until 30 November.

Ling said: “Making breakthroughs is in the genes of Bao Dim Sin Seng. For example, soon after our inception, we quickly noticed that customers tended to consume their food the day after it was bought. We responded to this by introducing instant dim sums as well as keeping dim sums at room temperature so that it does not get soggy. At Bao Dim Sin Seng, we are committed to a customer-oriented approach with attention to all details, and strive to bring premium dim sums for HongKongers. We are grateful for our customers’ constant support over the past 15 years - it means the world to us.”

MARKETING-INTERACTIVE has reached out to The Bridge Agency for more information. 

As part of the subsidiaries of Uni-China Group, Bao Dim Sin Seng provides Chinese buns and dim sum such as siu mai, steamed dumplings, glutinous rice stuffed with chicken, veggie-meat bun.

Don't miss: Uni-China Group and Sara Lee team up to recall HongKongers' collective memories

Back in September, Uni-China Group partnered with frozen dessert brand Sara Lee to pay homage to the collective memory of HongKongers with a new campaign.

Inspired by Sara Lee’s iconic TV commercial in Hong Kong in the 1980s, the new campaign leveraged a contemporary twist of the original story, featuring several local child stars such as Kakaball, the daughter of local singers Kay Tse and Louis Cheung; Babefayefaye, the daughter of actor Brian Wong; and kid influencer baby Elly.

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