How Jackal Ng brews up 'Fat Jai' IP to serve daily dose of positivity

Riding the global wave of celebrities creating their own IP to build personal brands, Hong Kong is seeing homegrown entrants join the arena. Among them is Jackal Ng, bassist of popular local band Dear Jane and founder of lifestyle brand Fat Coffee With, who has unveiled his own character IP: “Fat Jai”.

The character, with arms raised and wrists turned down, is designed as a symbol of “everyday caffeine” – a metaphor for the energy, optimism and small boosts that keep people going. Ng hopes Fat Jai will inject a dose of positivity into the city.

Speaking with MARKETING-INTERACTIVE, Ng said Fat Jai sits at the heart of his brand Fat Coffee With, which is built around the idea of emotional and mental “recharge”.

“We all drink coffee to feel refreshed, but true recharge can come from many sources—sleep, a good meal, or a conversation with a friend,” he said. “For me, ‘coffee’ is a metaphor for that essential energy. I’m looking for a different kind of caffeine in life.”

With more than 12,000 followers on Instagram, Fat Coffee With uses collaborations with like-minded brands to spread this upbeat energy. A recent partnership with local vintage fashion label Midwest Vintage brought the brand’s playful spirit into the home, with a co-created collection featuring denim and tartan patchwork designs.

“Take, for example, a skateboard—or even just a graphic print. We took that design and used it to print on fabric. With that fabric, I could create some denim patches and corduroy patches, transforming them into a cushion,” Ng explained, highlighting how Fat Jai’s world can be translated into tactile, lifestyle pieces.

For Ng, having his own IP opens up new creative possibilities. “Having my own IP allows me to merge my passions—from music to basketball—into meaningful partnerships,” he said.

The real joy is working with such diverse creators; each collaboration is a new adventure with unexpectedly exciting results.

Bridging music and lifestyle, Fat Coffee With also teamed up with Sanrio’s Hello Kitty to create the virtual band “Electric Coffee”. The project blends Ng’s musical background with character IP storytelling. The band features Miss Diamond and Hello Kitty as vocalists and guitarists; Fat Jai as vocalist; Shiba Inu as bassist; and Mr Earth as drummer, taking the iconic character into an imaginative musical universe.

Targeting both IP enthusiasts and the broader public, the band aims to spark virtual interactions and deliver a multisensory experience for Hongkongers.

“It’s just like my own band Dear Jane, where our members come together and jam songs, spreading the positive spirit and the power of music with Hongkongers,” Ng said.

Expanding its footprint in the toy and collectibles world, Fat Coffee With also collaborated with building blocks brand Kalos to showcase Fat Jai in a new form at the Thai Toy Expo over the Easter holiday.

“Originally Fat Jai was presented as walking; now it’s transformed to standing still and being able to tilt left and right. We’re excited to showcase Fat Jai in a new format while appreciating other masterpieces,” Ng added.

On measuring success, Ng said he pays less attention to traditional performance metrics. “In this fast-changing age, public interest shifts constantly,” he explained. “I can’t control whether people will like Fat Jai in the future, which is why we partner with different brands to keep it fresh. Our true KPI isn’t a number—it’s the emotional value we deliver to our audience.”

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