Real or just for fun? A roundup of April Fool's campaigns in HK

April Fool's Day has once again brought out the creative spirit of brands in Hong Kong, with this year's campaigns proving that a well-executed prank is no joke when it comes to capturing consumer attention.

From Hong Kong Airlines’ so-called custom livery service to TamJai Yunnan Mixian’s “retaliation gadget” designed to resonate with those on the receiving end of pranks, marketers leaned into humour, fictional innovations, and polished storytelling to blur the line between reality and parody.

As brands continue to push creative boundaries, social media has become the ultimate playground for these light-hearted antics. Much of the action played out across Instagram, Facebook, and Threads, where slick posts and videos were convincing enough to spark real debate over whether these offers could actually exist.

This year, MARKETING-INTERACTIVE has rounded up some of the most talked-about April Fool's campaigns from Hong Kong—pranks that had consumers double-tapping, double-taking, and asking one question: Is this for real?

Let's take a look.

Hong Kong Airlines

Hong Kong Airlines (HKA) has taken customised liveries to the next level with the launch of a "custom livery service" (客製化彩繪機服務)—letting passengers create their very own aircraft.

Building on its recent collaboration with Ocean Park Hong Kong, which featured a full livery of Ocean Park's Panda Friends intellectual property, HKA announced on its Instagram and Facebook pages that it has newly launched this exclusive service.

Whether it's a birthday, a marriage proposal, or simply sharing one's own face with the world, HKA will tailor a design just for customers—printing their vision onto the fuselage for the world to celebrate.

“Our professional design team offers one-on-one consultations, using durable materials and a meticulous application process. From concept to maiden flight, completion takes just 14 working days,” the post reads. 

The service also includes a launch ceremony and a 1:200 scale model of the aircraft. Whether customers are celebrating with the crew in the sky or at home, their custom livery will always be in sight.

According to the post, customers can send their image in the comment box to request a quote, and a dedicated representative will follow up within three hours to assist with their orders. The post ends with the hashtag #AprilFoolsDay.

The post has received 620 comments on Instagram, MARKETING-INTERACTIVE confirmed. While some users said they almost believed the campaign was real, others noted that although it's an April Fools' joke, the idea could actually be feasible—especially for fans who want to print images of their favourite celebrities on an aircraft to promote them to the world.

MARKETING-INTERACTIVE has reached out to Hong Kong Airlines for more information. 

IKEA Hong Kong 

Following last year's "poop" stunt—a chocolate-flavoured ice cream—IKEA Hong Kong has taken its April Fools' Day antics to new heights this year with the coriander and tofu sundae cone topped with century egg-flavoured crisps (芫茜豆腐新地筒配皮蛋味脆脆).

Last night (31 March), IKEA Hong Kong's social media editor posted a series of Instagram Stories, showing themselves working overtime in IKEA's kitchen. The footage, shot from a first-person perspective, featured the editor preparing a dish using ingredients such as coriander, tofu, and century egg—two of which are known to be highly divisive foods.

The editor later added evaporated milk to the mixture, noting that the combination tasted surprisingly good and expressing a desire to put it into the ice cream machine.

This morning (1 April), IKEA Hong Kong announced on its Instagram and Facebook pages that the overtime session had not gone to waste, with the coriander and tofu sundae cone with century egg-flavoured crisps now ready to serve customers. "Friendly reminder: my cooking skills are actually quite impressive—I have personally tasted and tested this and can guarantee it is delicious!" the post reads.

While netizens may suspect it is an April Fools' prank, the post clarified that IKEA is offering it for real. The sundae cone is available at the IKEA Bistro, with quantities limited while stocks last.

The post has received over 2,000 likes on Instagram. A number of netizens commented that they love coriander and will definitely go to try it today, while others joked that they want to report this sundae cone.

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

KPay Hong Kong

Fintech company KPay Hong Kong has launched the "KPay Terminal Sensory" —a world-first sensory payment system that transforms transactions into a multi-dimensional brand experience.

Announced on its Instagram and Facebook pages, KPay said its product development team has broken conventional boundaries with this exclusive series, designing terminals tailored for various industries. 

From a juicy burger for fast-food chains to a hardcore wrench for hardware stores, each terminal is crafted to blend seamlessly into the store environment.

The terminal features built-in scent diffusion technology, with the burger model emitting an enticing grilled meat aroma and the florist model releasing a floral fragrance. It also offers customised tactile experiences, using food-grade silicone for food-series models and warm wooden textures for traditional Chinese medicine shop designs.

Upon successful payment, the system triggers a tailored sound effect—from gentle lullabies at baby supply stores to a "heavy metal clang" at hardware stores, giving every transaction an epic sense of ceremony.

According to the post, reservations are available for one day only, with customers invited to leave a comment saying "I want to try" (我要試用) to apply for a customised terminal. The post ends with the hashtag #AprilFoolsDay.

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

Sushiro Hong Kong 

Sushi chain Sushiro has playfully pranked netizens by announcing the launch of its viral "spicy pork bone ramen" (辣豚骨拉麵) cup noodles—a concept that first gained traction on Threads.

The idea stemmed from conversations on Sushiro's social media, where a number of netizens were seen talking about the spicy pork bone ramen. Although the seasonal item is no longer available, some fans praised its flavor and expressed disappointment that it had been discontinued.

“We hear your enthusiasm—loud and clear. With that in mind, and to let you enjoy this flavor anytime, anywhere, Sushiro's team has secretly been working on a ‘groundbreaking project’,” the post reads. 

According to the Instagram post, Sushiro has launched exclusive spicy pork bone ramen cup noodles priced at HK$23. The product recreates the rich pork bone broth, features smooth, bouncy, and slurp-worthy thin noodles, and comes with a special spicy oil—a single drop of which delivers a bold, exciting kick to the taste buds.

Starting today (1 April), whether customers are hungry at midnight, working overtime, or binge-watching shows at home, they can enjoy Sushiro's popular ramen in just three minutes. The post adds with a playful twist: "And starting tomorrow, it will be available at all Sushiro locations... Just kidding, it won't be! Happy April Fool's Day!"

While the cup noodle is a prank, Sushiro confirmed that the return of its in-store spicy pork bone ramen is absolutely real. For those who found themselves craving it after the joke, they can visit Sushiro to order the real deal and satisfy their taste buds.

TamJai Yunnan Mixian

Every April Fool’s Day, the spotlight is always on the pranksters—rarely on those on the receiving end. This year, TamJai Yunnan Mixian is flipping the narrative with the “retaliation gadget” (還擊神器), empowering prank victims to respond in a fun and lighthearted way.

Available on 1 April only, the retaliation gadget comes with any designated set meal, while stocks last. Fronted by the iconic "TamJai Jehjeh," the campaign gives a voice to those often left speechless—resonating with anyone who has had to "laugh it off" during a prank, while driving online buzz and in-store traffic.

Winnie Chan, marketing lead for TamJai Yunnan Mixian, told MARKETING-INTERACTIVE that the campaign targets Gen Z and young working adults, especially those active on social media and familiar with prank culture. 

The retaliation gadget is a sound device that delivers instant comebacks at the press of a button. It features signature TamJai-style phrases, including the chive edition, which plays "你玩我咩？有無韭菜呀!" and the century egg edition, which plays "想呃我？你咪當我Peter".

Designed with playful, food-inspired elements, the gadget blends humour, local slang, and brand identity—turning awkward prank moments into witty comebacks.

The campaign is promoted across Threads, Instagram, and Facebook, using conversational, community-driven content to spark engagement.

Wingman 

Hong Kong specialty chicken wing restaurant Wingman has rolled out its most "aromatic" chicken wings yet—"Stinky feet wings" (爸爸的臭襪)—inviting brave customers to take on the challenge and tickle their taste buds.

The campaign aims to create a highly shareable moment that reinforces Wingman's playful and bold brand personality, while driving organic engagement and brand recall.

While the name "Stinky feet wings" might bring to mind a pair of dad’s socks after a soccer game, the flavour is actually a combination of rich cheese and an explosive garlic punch. According to the post, the wings are available exclusively for April Fools' Day—perfect for treating friends. The post adds: "Pro move: don't tell your friends. One-day only, Miss it = go sniff socks (your call)!"

A spokesperson from Wingman told MARKETING-INTERACTIVE that the concept is an April Fools' prank featuring a deliberately absurd yet believable product, designed to spark curiosity, conversation, and social buzz. It targets young professionals and digitally active consumers in Hong Kong who respond well to humour-driven, culturally relevant content.

The campaign is being promoted on Instagram and Facebook, with a focus on visual content designed to encourage sharing and interaction.

“Wingman has always been about more than just food — it’s about creating moments people want to talk about. April Fool’s gives us the perfect excuse to have fun with our audience,” said the spokesperson.

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

Related articles:

From pop-up pizza box to perfume giveaway: Roundup of April Fool's campaigns in HK
Pranks and dramatic twists: Roundup of April Fool's campaigns from brands in HK
April Fool's Day pranks that had us doing double takes this year