The Park Lane HK unveils fragrance-inspired afternoon tea with IFA

The Park Lane Hong Kong, Autograph Collection, has partnered with the International Fragrance Association (IFA) to unveil a limited-edition afternoon tea collection at its subsidiary restaurant, Ebb & Flow, drawing inspiration from the signature notes of fragrances.

In conversation with MARKETING-INTERACTIVE, a spokesperson from The Park Lane Hong Kong said the campaign's objective is to create a unique sensory experience that blends the art of perfumery with culinary delights, enhancing the appreciation of fragrances while providing guests with a memorable afternoon tea experience.

“The partnership with the IFA lets us leverage their expertise in the fragrance industry,” the spokesperson added. “This ensures the scents used in our afternoon tea are authentic and representative of the brands involved, while also highlighting the role of fragrance in enhancing lifestyle experiences.”​

Also known as “Ebb & Flow x International Fragrance Association scent & savours afternoon tea”, this cross-disciplinary collaboration taps into cherished travel memories, fostering a sense of balance and wellbeing through the interplay of aroma and flavour.

Targeting fragrance enthusiasts, foodies, and individuals seeking unique experiences or festive celebrations, the campaign aims to deliver a rich sensory experience for them, while promoting fragrance culture and mindful living.

Available from 1 November to 4 January 2026, the initiative features savouries and sweets inspired by the product lines of six international fragrance brands, including Anna Sui, CLEAN, Coach, Dolce & Gabbana Beauty, FURLA and kate spade.

The spokesperson explained that these brands were selected for their distinct identities and the unique olfactory experiences they offer. "Each brand brings a specific theme and character that can be translated into culinary creations, making the afternoon tea diverse and appealing."

The experience commences with a refreshing citrus scallop ceviche, followed by the rich seared duck foie gras on ciabatta toast, and pink peppercorn crusted wagyu beef burger, inspired by exotic spice routes.

On the sweet side, highlights include a bergamot cream & jasmine panna cotta, whose flavour profile aligns with Coach's dreams moonlight. This fragrance combines bergamot, pink peppercorn, rose, green accord, jasmine and a subtle bitter almond note, resulting in a bright floral-fruity aroma. This is complemented by four additional sweet creations and a signature scented blossoms tea.

To further engage guests, a dedicated fragrance display corner has been created, complete with visuals of clouds and planes to spark their imagination and evoke travel memories. "The fragrances infuse the room with delightful aromas, enhancing the overall experience." To complete the experience, guests will receive a complimentary fragrance kit from the IFA.

The Park Lane Hong Kong has leveraged various promotional channels to reach wider audiences, including social media, influencer partnerships, traditional media, and in-house marketing via the hotel’s own platforms. Its marketing strategies focus on storytelling, with a key emphasis on the connection between the fragrances and the culinary offerings. “We have hosted exclusive tasting events and will collaborate with influencers to generate buzz and engagement,” the spokesperson said.

In terms of investment scale, the spokesperson stated the amount is significant. It involves collaboration on product development, marketing efforts, and online and offline promotional activities, to ensure the successful launch and execution of the initiative.​

Luc Bollen, general manager of The Park Lane Hong Kong  “We are thrilled to partner with the International Fragrance Association to bring the ‘Ebb & Flow’ afternoon tea to life. This unique collaboration not only celebrates the artistry of fragrance but also allows our guests to indulge in a multisensory experience that harmonises culinary excellence with the world of perfumery. We invite everyone to join us for this exquisite journey of taste and scent.”

Wendy Lau, executive director of Eternal Group and chairman of IFA, remarked that this collaboration enriches the dining experience by adding multiple layers of sensory pleasure. "We are excited to have this collaboration to promote fragrance culture in the city, inviting people to take a moment away from the hustle, and rekindle fond memories of their travels."

Since 2024, the International Fragrance Association has focused on highlighting the therapeutic properties of fragrances through a range of programmes and media initiatives. 

IFA is committed to enhancing fragrance culture in the city, viewing fragrance as more than mere aesthetic appreciation; it serves as a catalyst for mental well-being. Through this collaboration, IFA aims to elevate the afternoon tea experience by incorporating fragrances from around the globe. Featuring internationally renowned brands in this campaign will help draw public attention.

Don't miss: The Park Lane HK elevates culinary experience with Hoegaarden partnership

This is not the first time the hotel has leveraged brand partnerships to elevate dining experience. Back in September, it joined forces with Belgian brewer Hoegaarden Beer to offer an exclusive afternoon tea at Ebb & Flow, as part of its brand partnership initiative.

The partnership targeted young professionals and millennials interested in unique dining experiences, beer enthusiasts who appreciate craft beverages, tourists seeking memorable experiences in the city, and residents looking for upscale leisure activities.

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