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Tim Ho Wan welcomes Year of the Dragon with artistic graffiti at SSP store

Tim Ho Wan welcomes Year of the Dragon with artistic graffiti at SSP store

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As the Year of the Dragon is approaching, Tim Ho Wan (添好運) has partnered with local creative agency Kids & Dogs and local graffiti artist Uncle to unveil a series of dragon-themed graffiti for its flagship store in Shum Shui Po. 

The partnership builds upon Tim Ho Wan’s first partnership with local illustrator Stella So to launch its thematic store in Sham Shui Po in September last year. With continuing efforts to elevate the local dining experience with a collaboration filled with local flavours and unique cultural elements, this campaign aims to establish the ritual of visiting Tim Ho Wan as a means of accepting good fortune for the upcoming year.

With a tagline "新年添好運" (New Year Good Fortune), the campaign is launching from 10 January to 30 April. As part of the collaboration, Uncle has created a special series of graffiti with Chinese New Year blessings for Tim Ho Wan and its customers, with the hope of sharing luck and happiness through the art of graffiti and the taste of dim sum.

In the artwork, Tim Ho Wan's iconic dish, the BBQ pork bun (酥皮焗叉燒包), is transformed into a cartoon character known as little pork bun (叉燒包仔). The graffiti showcases little pork bun participating in a dragon dance, embodying the role of the god of wealth, and holding a Chinese New Year windmill.

Furthermore, Tim Ho Wan will be launching a takeaway gift box of the BBQ pork bun that incorporates Uncle's design in early February, as well as launching a limited CNY menu with traditional dim sum dishes. 

In terms of marketing strategies, a spokesperson from Tim Ho Wan told MARKETING-INTERACTIVE that the campaign tagline "新年添好運” not only effectively embraced its brand name 添好運, but also tagged into the rich tradition of Chinese culture in wishing others good fortune during the new year. "To empower our consumers, we have installed windmills in-store for them to spin, symbolising bringing good fortune," the spokesperson added.

Daniel Lin, general manager, Tim Ho Wan Hong Kong, said: “Hong Kong dim sum presents not only taste, but it also embodies the authentic and unique craftsmanship of the chefs, which is like a culinary art.”

"By collaborating with artists such as Uncle, we hope to integrate and promote the shared elements of both dim sum and graffiti, that is craftsmanship and devotion, while creating a surprising touch to both and promoting our dim sum culture to the broader community.  We are proud that this collaboration goes beyond “East Meets West”, but more like a cross-cultural salute to the art of Hong Kong dim sum and local graffiti,” Lin added. 

Don’t miss: Tim Ho Wan unveils AI-driven social campaign to promote seasonal items

Back in November last year, Tim Ho Wan unveiled an AI-driven social campaign to promote its seasonal products, breaking through the traditional way of promoting dim sum and connecting with the younger target segment.

The campaign leveraged AI technology to create visuals that incorporate hidden Chinese words with authentic messaging to describe the unique features and flavours of seasonal menu items, aiming to serve as a creative and engaging way to capture the audience's attention and pique their interest in trying the new offerings.

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