Golden Resources engages younger audience with 'beautiful rice lab'

Hong Kong-based rice supplier Golden Resources has unveiled the “Beautiful rice lab” campaign as an extension of its latest branding initiative. 

Aiming to promote premium rice culture, this campaign creatively taps into Hong Kong’s unique cultural reference where the slang term “Leng Jai” (靚仔) meaning “handsome boys”, is used to describe something outstanding — in this case, high-quality white rice.  

The campaign aims to spotlight Golden Resources' three flagship premium rice brands: Golden Elephant, Kam Heung, and Cherry Blossom, and invites the public to rediscover the charm, value, and cultural richness of rice. 

Building on the buzz of the “Leng Jai” theme and leveraging extensive media placements across TV, digital, and OOH platforms, Golden Resources is taking a bold step forward — launching a public recruitment drive to scout for real-life “handsome boys” to star in a series of Instagram Reels.  

Targeting Gen Z and Millennials who are health conscious and are interested in cooking, these short videos will share fun facts about rice, targeting younger generations who are consuming less rice today due to evolving dining habits and changing perceptions. 

Over the next month, more than 20 engaging rice facts will be featured on Golden Resources’ social media (@beautifulricehk), with 12 of them brought to life by selected "Leng Jai" content creators through weekly Reels. The initiative is done in partnership with Gaia Communications, and will run for a month starting from 13 May. 

Rather than promoting specific product lines, this campaign focuses on reigniting appreciation for rice among the youth — showing them how to enjoy rice in new and flavorful ways. Golden Resources believes that by nurturing a deeper understanding of rice culture, it can inspire a long-term shift in consumption that benefits both the public and the broader rice industry. 

Andrew Yeung, marketing consultant, Golden Resources, said: “A TV commercial may come and go, but rice culture is timeless. We hope to pass on this appreciation to the new and next generations — helping them understand, enjoy, and embrace the many benefits of rice.” 

Don't miss: Golden Resources leverages wordplay to promote value of premium rice

This move also aligns with the brand's latest branding initiative launched in March, that moves from traditional “family reunion” storytelling of happy family meals to focusing on quality, variety, and health of premium rice.

Also known as “Every grain, every bowl, always beautiful rice" (粒粒皆靚米 碗碗都靚仔), the campaign has leveraged the term “handsome boys” (靚仔) to promote its premium rice, which is also a local slang for white rice as the bright, pearly grains resemble the fair complexion of a handsome young man.

Golden Resources plays on this unique cultural reference, creating an innovative ad campaign where “handsome boys" represent its three major premium rice brands: “Golden Elephant”, “Kam Heung”, and “Cherry Blossom”, helping people rediscover the value and appeal of rice.

The 30-second ad adopts a fresh, humorous, and pure white aesthetic, featuring a little girl introducing the “handsome boys” in her home—only to reveal that she is actually talking about premium rice and its irresistible qualities. The ad also incorporates classic voice-over catchphrases, evoking nostalgic memories of Golden Resources’ iconic commercials.

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Golden Resources leverages wordplay to promote value of premium rice