Roundup of HK brands targeting self-love consumers this Singles' Day

It's that time of year when some celebrate their independence, while for others, the occasion highlights a desire for companionship—making it a potent cultural moment for reflecting on modern relationships and self-care.

Capitalising on this sentiment for the 2025 festival, Hong Kong brands across fashion, beauty, F&B, and tech unleashed a wave of bold promotions, influencer collaborations, and immersive online-to-offline (O2O) experiences to engage deal-savvy consumers.

In this roundup, we take a closer look at how Hong Kong brands and marketers approached Singles’ Day 2025, spotlighting standout campaigns, creative strategies, and key trends that defined this year’s retail bonanza.

1. Genki Sushi

Genki Sushi has unveiled a witty Singles' Day campaign that reframes being single not as an issue of "appearance or package," but a matter of indecisiveness.

To help customers "train their ability to choose," Genki Sushi is rolling out an exclusive one-day dine-in promotion on 11 November, allowing diners to order the “DIY Sushi Set” all day at all outlets for just HK$88.

Customers can mix and match up to eight pieces of sushi from a selection of 22 varieties, including its best-selling salmon, shrimp, and tuna series, plus other crowd favourites. The set also includes an appetiser, miso soup, and steamed egg custard with seafood, making it a satisfying and personalised sushi experience.

This promotion is designed not only for solo diners, but also for those who love customising their own feast. The campaign is being promoted across Genki Sushi’s social media platforms, supported by media buy to maximise reach and raise awareness.

2. IKEA Hong Kong

This Single's Day, IKEA Hong Kong has taken a playful and relatable look at the aspirations and feelings associated with single life. Using a lighthearted, self-deprecating tone often found in youth culture—such as the term "single dog"—the narrative follows someone who, despite occasional setbacks in dating, remains hopeful about finding a connection.

The campaign acknowledges that while being single isn't synonymous with loneliness, occasions such as Singles' Day can amplify the desire for companionship. It ultimately suggests that creating a comfortable and welcoming personal space can be a meaningful form of self-care and a consolation, humorously noting that while a crush might say "no," a comfortable sofa never will.

According to its Instagram post, the caption went "Everyone knows, small editor never given up on escaping the 'single dog' life! Every time I ask my crush out, I believe it could be the start of something. Well…. I know being single doesn’t mean being lonely, but 11.11 always makes me want someone by my side!"

"From now until 26 Nov, IKEA 11.11 shopping festival brings you selected items at up to 70% off, and free delivery when you spend HK$4,000 or more." The post has drawn over 3,000 likes, with many netizens praising the bold idea of relating a product to the occasion. 

3. PARKnSHOP

Local supermarket chain PARKnSHOP launched a straightforward and energetic Single's Day campaign, promising "the best deals of the month" with a store-wide 12% discount. The sophisticated O+O campaign was designed designed to drive traffic across all platforms by harnessing the 11.11 shopping frenzy.

The strategy created a connected retail media ecosystem, launching time-limited deals in-store first to generate initial excitement before extending them online, thereby creating a seamless and prolonged promotional period.

This was supported by a multi-channel media blitz across TV, digital out-of-home (DOOH), social platforms such as Xiaohongshu and Facebook—including engaging real-time video content—as well as targeted eDMs and app pushes. Employing a performance-based budgeting model, the campaign adeptly balanced broad brand awareness with targeted conversion efforts, ensuring optimal reach and return on ad spend.

By framing the event as a collaborative shopping spree with the tagline, "PARKnSHOP is going crazy with you!", the campaign encouraged customers to prepare their lists and stock up without limits.

4. Taobao Hong Kong

Taobao is launching its first Double 11 shopping festival with free shipping. Under the powerful tagline "EVERYTHING, AND ANYTHING," the campaign promotes Taobao as a one-stop destination for all consumer needs.

Key privileges include official instant discounts starting at 15% off and the headline-grabbing offer of zero shipping fees. To further incentivise big spenders, Taobao is pushing its 88VIP programme, offering a substantial limited-time consumption coupon for those who activate their membership early.

By introducing its first-ever free shipping event, Taobao is strategically removing a key barrier to purchase, aiming to solidify its position as the comprehensive and effortless platform for the Singles' Day shopping frenzy.

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

5. YAKINIKU LIKE

Japanese restaurant brand YAKINIKU LIKE is turning up the heat this 11 November with a one-day-only promotion: offering a limited-time special price for its “LIKE ALL STAR Wagyu Set”—a premium yakiniku experience featuring 8 indulgent meat cuts for HK$111.

Available at all YAKINIKU LIKE outlets, this all-star lineup includes top-quality selections such as Japanese wagyu chuck roll, karubi, gyutan, beef top blade, chicken thigh, and more — curated to satisfy solo diners and those who crave variety, quality, and a moment of personal indulgence.

This campaign is designed to celebrate the joy of solo dining and attract customers who appreciate high-quality yakiniku at an unbeatable value. The offer is being promoted across YAKINIKU LIKE’s social media channels, supported by media buy to amplify reach and drive awareness.

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