TamJai sister brands shake up noodle culture with dry-tossed mixian

TamJai Yunnan Mixian and TamJai SamGor Mixian are moving beyond their familiar soup-based format with the launch of a new dual pepper dry tossed mixian (青爽紅甜雙椒拌米線), giving consumers a new way to customise and enjoy mixian.

Launched on 27 August, the new offering features a vibrant medley of dual peppers and a lighter profile, while retaining the signature TamJai and SamGor taste, according to the brands. The launch forms part of their broader effort to reinvent the noodle culture they helped establish through new formats, ingredient pairings and dining experiences.

Positioned as an alternative to soup-based mixian, the dry-tossed format is designed as a new canvas for customisation, with the brands aiming to demonstrate the versatility of mixian beyond its traditional format.

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The campaign will run through late September, with content initiatives, partnerships and social amplification supporting the launch.

Creative agency Durian and PR agency The Bridge are behind the campaign. Durian is responsible for shaping the campaign's creative expression and product-visual platform, while The Bridge is translating the launch into a media narrative and building earned conversation.

The campaign strategy is built around four connected stages, starting with product innovation. The new dry-tossed format gives consumers an alternative to soup while retaining the familiar TamJai and SamGor taste.

The second stage focuses on sparking curiosity and driving trial. Through strategic partnerships with payment partners, the brands aim to make the first taste more accessible to consumers and lower the barrier to trial.

From there, the campaign seeks to stay top of mind by maintaining visibility across TamJai International's store network and owned platforms, placing the new product and creative at the point where consumers are deciding what to eat.

The final stage focuses on fuelling conversation through a mix of paid, earned and owned channels. TVB will provide mass exposure, while PR, social media and the brands' own platforms will extend the campaign and encourage discovery, sharing and repeat visits.

Jeffrey Ng, group marketing director of Tam Jai International Company, said: “Crowned with a dazzling mosaic of dual peppers, this is a visual masterpiece and a flavour revelation, proof that innovation is always on the menu. At TamJai & Samgor, we don't just serve mixian. We reimagine it, pushing boundaries to unlock new ways to savour mixian.”

Under Tam Jai International, TamJai and SamGor have established a legacy rooted in distinctive flavour, while remaining forward-looking. The brand has continued to explore new formats, pairings and dining experiences.

Beyond product innovation, the group has also brought a playful touch to its brand initiatives. Back in March, it launched a series of ESG videos for staff, using humour and practical demonstrations to raise awareness of green procurement - an area that is often overlooked but carries considerable weight. In the series, TamJai wrapped a fairly serious topic – green procurement – in a playful creative execution built around “Eat green, eat fresh, eat local”. 

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