Jamie Oliver has announced his first Jamie Italian restaurant chain will launch in Causeway Bay in July, melting Hong Kongers' hearts via a YouTube video recorded in bilingual.
The Hong Kong branch marks its second store in Asia, after a Singapore launch last July.
From the YouTube-friendly 15-30 minutes meal tutorials to the challenge programme for EE's 4G phone in partnership with YouTube, the celebrity chef clearly understands the power of social media and how it brings global fame.
In his first attempt to launch the brand in Hong Kong, a market where most locals keep a respectful distance to English, speaking to consumers on a local language earns him a lot of extra points.
Photo courtesy to jamieoliver.com.