Vitasoy reminds Hongkongers to rediscover micro happy moments

Vitasoy has invited Hongkongers to rediscover the joy in daily rituals with a new campaign, be it breakfast, break time, or a simple get-together.

This comes as Vitasoy realised that consumers are no longer just seeking grand gestures—they’re investing in micro happy moments that offer emotional comfort and companionship in today’s fast-paced world.

Rooted in the rising ‘healing economy,’ modern audiences crave small joys, tiny inspirations, and the simple pleasure of shared presence. Vitasoy’s campaign recognises this shift, celebrating the magic of ‘微快樂時刻’—where happiness is found in the little things: a surprise, a smile, a sip.

Also known as “Discover 100 micro happy moments” (滋味日嚐 發現100個微好Moments) , Vitasoy’s campaign shines a light on the everyday micro moment, linking back to the brand on each joyful occasion to be appreciated. The campaign will run until October 2025.

Anchored by the belief that every sip of Vitasoy is a recipe for happiness, the brand's ‘Good mood formula’ blends 24/7 companionship with 360-degree deliciousness.

The campaign aims to amplify the message that Vitasoy isn’t just a beverage—it’s the source of micro happy moments, infusing everyday life with warmth and positivity. Every occasion, big or small, becomes an opportunity to share and savour happiness together.

Done in collaboration with Metta Communications, the campaign kicked off with interactive O2O posters, each a gateway to 100 unique surprises—sparking micro joy both online and offline.

On the campaign site, users can create their own happy avatars and design their personalised Vitasoy-inspired home set, while sharing inspiring good moments with others. The happiness extends onto the streets, where the ‘Happy micro moment wall’ at bus shelters offers passersby a chance to grab a magnet to cheer up their day.

Stella Li, senior marketing manager, Vitasoy, said, “Happiness is all around us! Whether it's breakfast, afternoon, or a small gathering, even a tiny moment, a box of Vitasoy can fuel the whole day with joy! Vitasoy accompanies you to discover the 'micro happy moments' in daily life, experiencing surprises, satisfactions, and happiness both online and offline.”

Kathy Wong, general manager, Metta Communications, said, “This campaign is a celebration of life’s little joys. At Vitasoy, we believe happiness isn’t a destination—it’s found in every micro moment we share. By tapping into the healing economy, we’re not just serving a drink, but nurturing emotional warmth and companionship for our audience.

Matt Tse, executive creative director, Metta Communications, “Our creative vision was to transform Vitasoy from a simple beverage into a spark for micro happy moments. Through immersive storytelling and interactive experiences, we’re reinforcing Vitasoy’s role as the catalyst for good moods and meaningful connections in everyday life.”

Chesta Siu, head of social, Metta Communications, said, “Today’s consumers are looking for more than just brands—they want emotional resonance and authentic connection. Our approach was rooted in deep consumer insights, crafting a campaign that empowers everyone to discover, create, and share their own micro happy moments, both online and in real life.”

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