Café de Coral nominates baked pork chop rice as part of HK's cultural heritage

Hong Kong fast food chain Café de Coral has partnered with dentsu Hong Kong to launch a campaign celebrating the cultural significance of its iconic baked pork chop rice during Intangible Cultural Heritage (ICH) Month this June. 

At the heart of the campaign is Café de Coral’s initiative to nominate baked pork chop rice for inclusion in Hong Kong’s official Intangible Cultural Heritage list.  

To reinforce their commitment to celebrating the city's cultural values, the brand and dentsu Hong Kong led three flash events during weekend carnivals organised by the Hong Kong Intangible Cultural Heritage Office. The events aimed to rally support for the nomination and boost brand visibility, with limited-time meal coupons distributed to encourage visits to nearby stores. 

To further involve the community, the campaign features various social assets that capture the essence of baked pork chop rice, encouraging the public to like and share the content as part of a “community boost” (集氣) effort - a show of collective support to reinforce the nomination.  

Accompanying this are online activations that drive people to support its latest ICH offerings in-store, rewarding them with exclusive items when they collect all four limited-time stickers and comment with the hashtag #BakedPorkChopRiceDeservesICHStatus (#香港非遺要有焗豬扒飯) on Café de Coral's Facebook page. 

“Since 1968, our Baked Pork Chop Rice has accompanied generations of Hongkongers, becoming a beloved classic in local dining culture,” said Piony Leung, CEO, Café de Coral. “It’s more than just a signature dish - it’s a taste of home and a reflection of our city’s evolving story. By nominating it as part of Hong Kong’s Intangible Cultural Heritage, we hope to preserve this culinary legacy and pass it on to future generations, both locally and globally.” 

“This campaign is a celebration of cultural pride through creativity,” said Diana Tam, managing partner and director of operations, Dentsu Creative Hong Kong. “By blending our creativity with some playful public engagement, we aim to help Café de Coral connect with the community in a way that feels both meaningful and memorable.”

MARKETING-INTERACTIVE has reached out to dentsu for more information. 

Don't miss: Café de Coral highlights family togetherness with new campaign

Back in May, Café de Coral unveiled a heartfelt campaign centred on the theme of family togetherness, underscoring the brand’s commitment to being a comforting presence in the lives of Hong Kong residents, especially during challenging times.

Titled "Timeless taste of Hong Kong", the campaign features a cinematic commercial titled “No matter how the world changes, I want to stay by your side” (無論世界點變 都想一直喺你身邊), which explores the enduring bond between a father and son as they navigate life’s ups and downs.

The narrative reflects the resilience of Hong Kong people, emphasising shared experiences and perseverance through adversity. The message “Take a good rest, eat well, it will get better” (好好休息，好好食飯，會過的), resonates deeply, capturing the spirit of Hongkongers and Café de Coral’s enduring role in their lives.

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