Kee Wah Bakery pairs pastries with romance films

Kee Wah Bakery has launched a new campaign aimed at connecting tradition with modern cultural experiences, while celebrating different “shapes of love” and emotional connections.

Running from 2 to 23 July, the campaign targets film enthusiasts and cinephiles who appreciate classic storytelling, art-house cinema and curated cultural events. It also looks to engage young adults seeking distinctive date-night experiences and shared moments of romantic nostalgia.

Created in collaboration with creative agency Narrow Door, the campaign pairs Kee Wah’s signature pastries with selected romance films, matching each product with the emotional tone and cultural context of the movie. The initiative aims to turn a film screening into a multi-sensory experience by combining cinema with heritage confectionery.

As part of the campaign, the Hong Kong romance classic Comrades: Almost a Love Story is paired with Kee Wah’s heart-shaped lotus seed paste pastry. The pairing draws on the film’s status as a landmark local romance and the pastry’s traditional roots, with the heart shape reflecting themes of enduring affection and heritage.

Meanwhile, Before Sunrise is paired with Kee Wah’s walnut cookies, referencing the film’s crisp dialogue and the warmth of a fleeting yet meaningful connection. About Time and Serendipity are paired with Palmiers, with the pastry’s delicate, layered texture representing themes of fate, timing and destiny found in the two Western romance films.

The Taiwanese romance film Man in Love is paired with Kee Wah’s panda cookies, reflecting the film’s rugged but soft-hearted protagonist and the contrast between a tough exterior and a gentle emotional core.

The campaign is being promoted across Kee Wah Bakery’s social media channels, including Facebook and Instagram. It is also supported by digital poster displays, on-screen trailers and a campaign TVC across PALACE ifc, GALA CINEMA Langham Place and Broadway Cinematheque.

⁠"As a heritage brand, Kee Wah has always been a part of Hong Kong's most cherished moments," said Carson Wong, executive director at Kee Wah Bakery. "Partnering with Broadway Cinematheque allows us to bring a fresh, multi-sensory dimension to the cinema this summer, offering moviegoers a beautiful space to pause and savor life’s sweet moments together through our specially curated treats."

Terry Tsang, director at Narrow Door, added: "With the 'Shapes of Love Film Festival,' we wanted to seamlessly blend cinematic storytelling with the heritage taste of Kee Wah, we are inviting audiences to taste and reminisce the unique forms love takes."

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