Japanese sake MIO expands HK presence with new campaign

Japanese sparkling sake brand MIO (澪) has partnered with local restaurants to bring Japanese sake pairing experience to Hong Kong. Also known as "MIO meets Hong Kong", the campaign aims to raise brand awareness and engage with local audience via a series of activities.

Running from July to December 2025, the campaign has partnered with three local restaurants and bars, each offering exclusive MIO-inspired creations and encouraging customers to discover new sake pairing and tasting experiences.

The first participating partner is a local bar "九龍城寨KLSC" based in Tsim Sha Tsui. From 1 to 31 July, it is serving two exclusive MIO cocktails inspired by Qixi (七夕), also known as the Chinese Valentine's Day.

To amplify the campaign, MIO has prepared a five-colour booklet with each cocktail set. Customers can write down their names and wishes, hang them on on-site bamboo branches, and participate in a traditional prayer ritual rooted in Japan.

Additionally, the brand has also introduced a stamp-collection incentive to further engage with the audience. Customers who order MIO-inspired drinks or dishes at partner venues receive a stamp per purchase. Collecting three stamps allows them to submit a card at the third venue, sharing their appreciation for the brand.

The grand winner will get a chance to win return flight tickets to Osaka with a complimentary hotel stay in Kyoto, while ten others will get limited-edition sparkling sake glass sets.

MIO has an international presence in over 40 countries, known for its low-alcohol, effervescent take on traditional sake. The campaign seeks to integrate MIO into Hong Kong’s dining culture, offering what the brand describes as a "modestly luxurious" sparkling sake experience. The other two collaborations will be unveiled gradually on MIO's official Instagram page.

MARKETING-INTERACTIVE has reached out to MIO for more information.

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