Yakiniku Like and Yan Ting inspire fans to unleash creativity with social campaign

Japanese BBQ restaurant chain Yakiniku Like (燒肉Like) has partnered with local singer Yan Ting to unveil a social media campaign, bringing the “Tasty! Quick! Value!” gourmet experience to Hong Kong diners.

As part of the campaign, two “Yan Ting talk” videos have been released on Instagram, illustrating the core values of Yakiniku Like in a fun way that resonates with the target audience, also known as “燒肉經” which perfectly aligns with the style of Yan Ting, according to a spokesperson from Yakiniku Like in conversation with MARKETING-INTERACTIVE.

In the videos, Yan Ting shares his thoughts on “time" and "CP value" centred around the Yakiniku Like’s brand values of "Tasty! Quick! Value!”, with the first short video being officially premiered on the brand's social platforms, and the second to follow in July, added the spokesperson. 

In addition, the brand will also be launching an exclusive set of "Yan Ting cards" (YT 講經盲卡) starting from early August to engage the customers riding on its latest limited-time “Karubi & US Certified Angus Beef Chuck Set”, building up the excitement with Yan Ting’s voice messages about yakiniku that will automatically play upon scanning the QR code on the cards.

Thoughtfully designed for solo diners at Yakiniku Like, the voice messages will “accompany” the diners as they savour the new promotional menu, elevating the total experience with visual, auditory and taste enjoyment.

By the end of July, the brand will hold an "自創燒肉經" social media engagement game on their official Instagram, allowing fans to unleash unlimited creativity on yakiniku experiences.

To take part, users can simply comment under the designated activity post sharing their personal yakiniku insights and fulfilling specific criteria for a chance to win a limited-edition Yan Ting card set and the August time-limited menu - “Karubi & US Certified Angus Beef Chuck Set".

Don't miss: Yakiniku Like celebrates 4 years in HK with original brand music video

Late last year, Yakiniku Like (燒肉Like) launched a brand campaign to engage and reward its customers in celebration of its fourth anniversary in Hong Kong. Running from December 2024 until January 2025, the campaign aimed to boost brand awareness, engage young online audiences, and drive in-store traffic.

As part of the campaign, Yakiniku Like created an original brand music video that brings the Japanese idol “cheer song” culture to yakiniku. By blending the brand’s selling points of “Tasty! Quick! Value!” into the song, the original brand music video with energetic melodies and rhythmic dance moves was designed to get the fans “moving” and cheering for the brand.

The song drew inspiration from Japanese idol culture, which resonates with the brand's target audience, according to the brand. The rhythmic chanting and dance moves, combined with the “brainwashing” melodies, are designed to raise mass awareness with a viral effect and create a wave of exposure on social media.