Hana-musubi turns everyday hassles into joyful moments with new campaign

Hana-musubi, Hong Kong’s Japanese rice omusubi specialty store, has unveiled its Omusubi Pass campaign, bringing joy and energy to empower busy Hongkongers.

Developed in collaboration with creative agency TBWA Hong Kong and media agency PHD Hong Kong, this initiative marks hana-musubi's first-ever integrated marketing campaign, introducing the Omusubi Pass, allowing customers to enjoy any flavour of hana-musubi’s iconic Japanese omusubi (rice ball) for just HK$14 each from 7 July, unlimited, for 30 days.

Deeply rooted in Hong Kong for over 14 years, hana-musubi’s omusubi, packed with diverse flavours, uplift the everyday lives of key consumer segments such as office workers and housewives. 

The campaign transforms routine moments into bursts of happiness with the introduction of the brand’s first-ever playful mascot, Omusubi Banchou (御結番長), inspired by its signature omusubi and the Japanese oendan (應援團) culture. The Omusubi Banchou helps bring a fresh and dynamic energy to the city, turning daily hassles into fun, game-like experiences.

As part of the campaign, hana-musubi unveils two engaging online videos featuring a young working man and a young housewife, demonstrating how Omusubi Banchou creatively turns pressures into joyful moments. Additionally, vibrant out-of-home (OOH) advertisements and in-store displays will amplify the campaign’s message at strategic touchpoints across Hong Kong.

The key campaign period with digital and out-of-home media lasts for four weeks from 7 July 2025 to 5 August 2025, with a sustaining burst of targeted media lasting until the end of August.

Targeting working adults and housewives, a spokesperson from hana-musubi said as competition intensifies in the grab-and-go food sector, driving brand loyalty and increasing purchase frequency have become critical strategies for sustainable growth.

"In response, hana-musubi is launching its first membership programme in over 14 years. The new Omusubi Pass, is designed to reward loyal customers with exclusive benefits, encourage repeat visits, and deepen engagement with the brand - all while offering greater value and convenience in their daily dining experience."

Muneo Nishida, managing director of Hyakunousha International, said, “This is a milestone moment for hana-musubi. Our first integrated marketing campaign for a new product launch symbolises our deep commitment to Hong Kong society. Having been a part of Hong Kong society for over 14 years, we are proud to cheer up everyone with our omusubi, crafted with passion and expertise.”

Ida Mak, general manager of TBWA Hong Kong, added, “With our first campaign for hana-musubi, we aim to elevate the Omusubi Pass from a tactical promotion to a lighthearted, highly relevant experience that brings joy to every Hong Konger. This campaign is about sharing happiness and making everyday moments enjoyable."

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