HK Express and Lin Heung Lau bring yum cha culture to the clouds

HK Express is bringing a taste of Hong Kong's iconic tea house culture onboard, teaming up with local dim sum institution Hong Kong Lin Heung Lau for its new inflight menu launching this October.

The partnership is built on Hongkongers' passion for food, and their exacting standards. For yum cha, only a proper tea house will do; for dim sum, only master-level craft will do, HK Express observed.

The centrepiece of the collaboration is the "HK Express x Lin Heung Lau" assorted dim Sum platter, which brings together all-time favourites such as beef siu mai, crab roe pork siu mai, sticky rice wrapped in lotus leaf, and pan-fried turnip cake, each capturing the authentic taste of the historic tea house.

To promote the collaboration and generate excitement, HK Express rolled out a teaser and a short video on its Instagram pages, featuring a Lin Heung Lau store at Terminal 1 and a cabin crew member pushing a dim sum cart that transitions into an airline trolley, eventually serving the Lin Heung Lau dim sum platter to passengers onboard.

Don't miss: TamJai SamGor and HK Express take bold new spicy flavour to the skies

There is more to the line-up than Hong Kong Lin Heung Lau alone. Last year's spicy cup noodle collaboration with TamJai Sam Gor was met with a wave of excitement and became one of the most sought-after items onboard, with almost 120,000 cups sold to date, according to HK Express. This season, HK Express is back with round two: the new "HK Express x Satay King" white curry cup noodles, capturing every note of a 35-year classic.

From 7 October, passengers can present their HK Express boarding pass at any Satay King outlet within 30 days of departure to enjoy a complimentary "HK Express x Satay King" 30,000 feet yogurt soda upon ordering any main course or snack from the main menu. For those craving a comforting bowl of warm soup, HK Express is also debuting HK style fish ball flat rice noodles.

The new menu officially launches on 25 October. Customers can pre-order through the official HK Express website or mobile app, either when booking flights or via "manage my booking", to enjoy exclusive savings of up to 28%, HK Express said.

MARKETING-INTERACTIVE has reached out to HK Express for more information. 

Back in March last year, HK Express and TamJai SamGor took an authentic bold, new spicy flavour to the skies with the launch of the exclusive “Nissin X TamJai SamGor mala soup flavour instant noodles”, with presale available on board.

The idea behind the partnership is encapsulated in the theme of this branding campaign “Create 辛！先！敢！”, meaning to create a spicy, market-first, innovative and bold feeling for audiences.

Elevate your brand with cutting-edge AI, emerging tech, and data-driven experiences. Join 200+ marketing leaders at Digital Marketing Asia HK 2026 on 27–28 October to uncover game-changing trends, proven playbooks, and the bold strategies shaping the future of marketing.

Related articles:

HK Express redefines low-cost travel standards with regional campaign
HK Express puts self-love on the itinerary
What’s keeping me up: HK Express’ Mingjun Lu