TamJai brings 30 years of flavour to life at pop-up food fair

TamJai Yunnan Mixian has celebrated its 30th anniversary by launching a food fair at Temple Mall in Wong Tai Sin, offering food, interactive experiences and exclusive merchandise under the theme "Same place, fresh emotions” (老地方‧新感動).

TamJai started in 1996 with a bowl of noodles in Sham Shui Po. It blended dried fish broth, Sichuan-Hunan-Yunnan spices, and cart noodle customisation into its signature "TamJai taste". This 30th-anniversary pop-up draws on that journey – letting people make new memories through fun, interactive experiences with the flavours they know.

Also known as "譚仔三十周年美食巡禮展", the campaign ran from 29 June to 1 July. The entire space used an open-plan design, with TamJai's signature green and yellow colours running throughout. Five themed experience zones were arranged around a central dining table featuring the TamJai brand logo. During the event, staff wore limited-edition 30th-anniversary T-shirts, adding to the celebratory atmosphere.

At the "Classic TamJai flavours zone" (經典譚仔味區), visitors could enjoy mini noodle bowls, each served with mini spicy popcorn for an extra kick. Popular sides such as garlic chili pork belly and spicy pig ears were also available – all bringing back the familiar tastes that have accompanied Hongkongers for decades.

Visitors could also explore TamJai's innovative side by visiting the "Breakthrough flavours zone" (破格滋味區). New items such as "mini crab roe sauce noodles" (迷你蟹黃風味醬撈米線) were offered, blending sweetness with the signature TamJai taste. Each dish brought surprises beyond the familiar flavours.

Fans of limited-edition collabs could visit the "TamJai x Hang Heung collaboration zone" (譚仔 x 恆香聯乘區). TamJai teamed up with the century-old bakery brand to launch exclusive "Mala sweetheart cakes" (麻辣老婆餅). They debuted at the event, adding a fresh twist to the anniversary.

Meanwhile, the "retail zone" offered TamJai merch, including 30th-anniversary collectibles. Another highlight – the "TamJai Jeh Jehs Russian doll photo spot" (譚仔姐姐俄羅斯公仔) – featured a six-layer doll set showing the iconic sisters in different roles, themed "30 years of style, holding up the TamJai taste" (三十年套路 撐起譚仔味道).

The opening design symbolised life stages, blending fun with nostalgia. They offered a glimpse into the sisters' diverse identities – dreamers, family lovers, and women full of vitality – beyond their uniforms. 30 hand-painted doll sets will be auctioned for charity, with all proceeds donated to local women's charity HER Fund to support grassroots women and pass on this warmth.

At the opening ceremony, local actress Ali Lee and actor Kenneth Ma made a special appearance, experiencing the five themed zones and trying the limited-edition dishes. They visited the exhibition areas, sharing their most memorable moments with TamJai and their thoughts on the brand's 30-year journey – celebrating the familiar flavours that have accompanied Hongkongers for three decades.

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