Genki Sushi inspires HK's next-gen dreamers with new campaign

To celebrate its 30th anniversary, Genki Sushi is launching its first-ever “NextGen go!” campaign to give back to the community by providing a platform for the younger generation to make their dreams come true, in partnership with Chinese YMCA of Hong Kong (YMCA).

With the goal of encouraging children and youths aged between 6 and 24 to embark on their dream-chasing journey, the campaign will publicly recruit participants and offer tailored support to help selected dreamers kickstart their aspirations—including but not limited to funding, networking, mentorship, and hands-on assistance as they take steady steps toward their goals.

The campaign will support up to 30 projects—20 from the general public and 10 from the internal team (open to full-time employees of the Japanese Chain Restaurants division or their family members)—across but not limited to three key categories: Sports, arts and culture, and innovation, technology and science.

Applicants may apply individually or as a team and must submit a proposal outlining their dream pursuit. Selected participants will receive tailored support, including but not limited to funding, mentorship, and hands-on assistance, helping them take meaningful steps toward their goals.

Each selected project will run for up to twelve months, with a final completion date of 31 December 2026. Along the way, participants may also have the opportunity to share their progress and achievements with the wider public—sparking inspiration and encouraging others to dream even bigger.

The campaign also leverages YMCA's deep expertise and extensive youth service network to provide professional guidance and close support to aspiring dreamers. The application period will run until 9 November 2025. 

As part of the campaign, Genki Sushi also unveiled the campaign promotional video, themed “Pursuing dreams with passion,” which features inspiring young dreamers including KAI, a rising illustrator with over 300,000 Instagram followers; Wu Yichuan (Chuanchuan), a 10-year-old skateboarder; BBoy Tin, a youth member of Hong Kong’s breakdancing team; and Wong Tin Yau and Li Yu Ki, gold medalists at the World Jump Rope Championships.

Their stories showcase how passion and determination can push boundaries and unlock new possibilities. Genki Sushi believes that dreams are not only sustained by persistence but are realised through action—each step forward becomes a driving force toward success. Through this campaign video, Genki Sushi aims to ignite the spark within every dreamer’s heart and inspire a generation to dream boldly and go beyond limits together.

Additionally, the campaign will include a staff segment to encourage Genki team members and their children to dream bigger and embrace the “Live the Genki life” together, bringing Genki’s people-centric spirit to life.

Yip Yuk Hong, general manager of Japanese Chain Restaurants (JCR) under Hong Kong Maxim’s Group, said: “For three decades, Genki Sushi has built meaningful culinary connections, fulfilling our vision of bringing authentic sushi culture from Japan to Hong Kong and delighting customers with endless surprises as they ‘Live the Genki life'."

"We believe the younger generation holds the key to the future, and through the ‘NextGen go!’ Campaign, we hope to empower their growth and aspirations. In collaboration with the Chinese YMCA of Hong Kong, we’re proud to offer a platform that nurtures emerging talent, providing the guidance and support they need to unlock their potential and embark on a journey where dreams truly come to life," he added.

Philip Poon, vice president, Chinese YMCA of Hong Kong, shared: “YMCA has been rooted in Hong Kong for 124 years, consistently upholding the service motto of “To serve, not to be served” by offering diverse services for the young generation. Throughout our dedicated service in the past decades, YMCA has witnessed the immense potential and aspirations among children and young adults, and their courage to go beyond the comfort zones in their pursuit of dreams."

"With timely encouragement and tailored support at different stages of development, these dreams can evolve into extraordinary achievements. We are proud to partner with Genki Sushi to create a meaningful platform for Hong Kong’s young generation to pursue their dreams. YMCA social workers will accompany them throughout the journey, providing professional guidance and support to participants, walking alongside to help turn their dreams into reality," he added.

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

Don't miss: Genki Sushi taps into childhood nostalgia with Doraemon collaboration

Back in August, Genki Sushi Hong Kong partnered with the beloved Japanese character Doraemon to merge dining experiences with classic character-themed entertainment.

Also known as the "Genki 30th anniversary capsule toy fair", the campaign was designed to engage its customers and drive in-store traffic as well as brand affinity through a series of exclusive collectibles, leveraging Doraemon’s nostalgic appeal to attract families, anime fans, the young generation, and the mass public, said Genki Sushi spokesperson.

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