Men Wah Bing Teng taps into childhood nostalgia with retro activation

Men Wah Bing Teng, a restaurant brand under the Tai Hing Group has taken a nostalgic trip down memory lane with a retro activation, running until end of October. 

Following the success of its recent retro-themed campaign, the brand has evolved the concept with a new interactive activation titled "Passing on old-school fun” (留傳舊時玩味), transporting visitors back to the golden era of 1970s Hong Kong.

The activation transformed the restaurants into a vibrant hub of nostalgia, specially decorated with retro motifs. To bring the theme to life, patrons were given classic paper character cards (公仔紙) – an iconic and beloved plaything that defined the childhood of many Hongkongers. These collectible cards were distributed alongside special discount coupons for every visit.

Done in partnership with creative agency Uth Creative, this initiative aims to provide a tangible connection to the past. For older generations, it’s a chance to relive fond memories through these classic tokens. For the younger generation and tourists, it’s a unique opportunity to understand and appreciate the cultural history and simple pleasures that preceded the digital age. The campaign has been promoted via social media and POSM. 

JoJo Chan, executive director of Tai Hing, said, “Men Wah Bing Teng is steeped in strong Hong Kong history, famous for our authentic Bing Teng taste that has been favoured by both locals and tourists for over five decades. This deep-rooted heritage is the essence of our brand. With '留傳舊時玩味' , we are not just serving food; we are serving memories and sharing a piece of our cultural story with the next generation.”

Desmond So, CEO of Uth Creative Group added, “We are highly appreciative of an open-minded client such as Men Wah Bing Teng, who consistently accepts and supports creative ideas initiated by our agency. This long-term partnership is a testament to a shared vision. We always believe a strong client-agency relationship is the key to creating successful campaigns, and the client's trust, in particular, is critical for bringing innovative concepts such as this to life.”

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The concept of the retro activation was built on the brand's recent campaign fusing artificial intelligence (AI), dynamic music, and treasured heritage to resurrect the golden era of 1970s Hong Kong.  

As part of the campaign, Men Wah Bing Teng’s story began in a humble Kowloon café, embodying the lively spirit of Hong Kong’s “bing sutt” tradition. Featuring an extensive menu of local favorites and Western-style snacks, Men Wah Bing Teng quickly became a cherished community gathering spot.  

The brand paid homage to its storied cultural heritage by leveraging AI technology to restore and animate vintage archival footage from the 1970s—reigniting fond memories and speaking to the modern diner’s craving for fresh, creative experiences.  

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