Chow Sang Sang brings auspicious fish motif to HK's beloved egg puffs

Chow Sang Sang has partnered with iconic Hong Kong street food brand Mammy Pancake to launch fish-shaped Lunar New Year egg puffs, blending a beloved local flavour with the jeweller’s signature blessings.

The classic egg puff has been reimagined in the shape of Chow Sang Sang’s iconic “fish” totem, with each piece plump and symbolic of abundance and prosperity. Presented in a specially designed packaging sleeve adorned with auspicious messages, the collaboration evokes sentiments of wealth, peace, and good fortune.

In a conversation with MARKETING-INTERACTIVE, a Chow Sang Sang spokesperson explained that the collaboration aims to carry forward Hong Kong’s Chinese New Year traditions in a fresh and meaningful way. “It’s part of our effort to pass on the customs of the season. We recognise that heritage can’t be preserved through tradition alone—it also needs innovation. So we wanted to introduce new, creative ideas.”

The spokesperson noted that Mammy Pancake departed from the traditional round shape of the egg waffle for this collaboration. “The new forms represent a fashionable leap forward. By adopting the fish shape, we’re symbolising infinite blessings and creating a sense of positive continuity.”

The spokesperson elaborated on the deeper meaning behind the fish motif: “Jewellery has always carried emotional significance, and the fish represents eternity and continuity—an endless flow of life and blessings. It also embodies prosperity, as fish are often seen swimming together in harmony. This aligns with our brand philosophy of continuous growth and renewal, much like a school of fish moving forward together. It’s especially fitting for Chinese New Year, when we wish one another ‘年年有餘’”

During this season of joy and well-wishing, the brand chose the fish motif to convey optimism and good fortune. “Through our collaboration with Mammy Pancake, we created several distinct shapes—each carrying its own auspicious meaning,” the spokesperson added.

From 12 February to 31 March, customers purchasing any egg waffle at Mammy Pancake outlets in Hong Kong can redeem an exclusive limited-edition gift at any Chow Sang Sang store by presenting their receipt.

Notably, this collaboration forms part of Chow Sang Sang's Lunar New Year campaign to celebrate the Year of the Horse. Under the theme of "New year, new horizons" (游啟新歲，金運伴隨), the brand brings blessings to flow beyond the home and into the city, encouraging everyone to embark on a fortunate journey for the New Year and explore their own path to good fortune.

The character "游" in the theme "游啟新歲，金運伴隨" is inspired by the motion of a fish. The fish motif of the YuYu collection symbolises new beginnings and blessings.

From 1 to 28 February, Chow Sang Sang also presented a “New Year, New Horizons” blessing box at K11 MUSEA. Inspired by the traditional Chinese candy box, the installation brought the fish motif of the YuYu Collection to life through five symbolic elements, including horses, lanterns, and floral displays.

An accompanying display outside the K11 MUSEA boutique invited the public to check in and capture photos as a way of welcoming good fortune in the year ahead.

The YuYu Gold collection has also been updated with new designs, featuring elegant fish-inspired lines that symbolise abundance and vitality. The collection conveys the idea of wealth and blessings accompanying the wearer. Both the 2026 Year of the Horse collection and the YuYu Gold collection are now available at all Chow Sang Sang boutiques and online.

“Heritage isn’t something we preserve behind glass — it’s something we carry forward and share. This Chinese New Year, we set out to translate Hong Kong’s familiar festive elements into fashion‑forward expressions across media and creative collaborations — including reimagining the egg waffle — so we can share the season’s joy and blessings in ways that feel relevant today. For traditions to truly endure, they must evolve with the times and live in people’s everyday lives," said Cecilia Yim, chief market strategy officer, Chow Sang Sang. 

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