Black & White celebrates culinary heritage with milk tea art gallery

FrieslandCampina's evaporated milk brand Black & White (黑白) is presenting its first milk tea art exhibition in Hong Kong, offering milk tea lovers a flavourful artistic experience that delves into the city's unique tea culture.

This comes as the artistry of Hong Kong-style milk tea, a proud heritage of Hongkongers, combines innovative practices from Chinese and Western culinary traditions.

Jayden Looi, commercial director for consumer dairy, FrieslandCampina Food & Beverage Hong Kong, said: “The art of Hong Kong-style milk tea making is a proud intangible cultural heritage for Hong Kong people. Not only does it blend Eastern and Western culinary cultures with innovative wisdom in the past, but it also embodies the admirable spirit of craftsmanship and dedication.”

“A cup of rich and smooth Hong Kong-style milk tea truly deserves to be regarded as an artwork. For over 80 years, Black & White has not only been the soul of Hong Kong-style milk tea but has also continuously innovated, becoming the perfect match for many culinary delights and beverages,” he added.

Done in collaboration with creative agency ManyManyPlus and PR agency Current Global, the "Black & White milk tea art gallery" (黑白奶茶藝術館) will be launched at the atrium of K11 Art Mall from 3 to 13 April.

A spokesperson from Black & White told MARKETING-INTERACTIVE that the campaign targets the general public and travellers in Hong Kong. It aims to invite consumers to experience the contemporary evolution of Black & White milk tea, which features new products and flavors embodying the spirit of "Black & White: The perfect match for all" (點 match 都夾). The campaign also seeks to celebrate the intangible heritage of crafting Hong Kong-style milk tea by blending it with the world of art.

As part of the exhibition, Black & White has launched six themed zones that blend sight, touch, aroma and taste, guiding participants through a multi-sensory journey. The brand has invited its brand ambassadors DJ Sammy Leung (森美) and local actress Hillary Lau to offer audio guidance during the exhibition. This immersive experience provides a sensory feast, allowing attendees to indulge in the aromas, smooth textures, rich flavors, and thickness (香滑濃厚) that define the indulgence of Black & White milk tea.

At the centre of the exhibition, participants can step into a giant Black & White evaporated milk can measuring over two meters tall. Under Leung’s guidance, they will transform into a Hong Kong-style milk tea master, personally "brewing" a velvety and rich authentic Hong Kong-style milk tea using the golden tea-to-milk ratio, experiencing the craftsmanship encapsulated behind this intangible cultural heritage.

Participants can proceed to the "黑白奶茶畫藝廊", where the fusion of Hong Kong-style milk tea culture from cha chaan tengs into various artistic creations, combined with interactive elements of interactive art, showcases the milk tea narratives of Black & White, symbolising a perfect harmony akin to the blend of milk and tea.

Visitors can also explore the giant classic Black & White milk tea cup, accompanied by a pop art-inspired neon Hong Kong painting frame, creating a trendy artistic atmosphere for them to immerse themselves in the fashionable charm of Hong Kong-style milk tea culture.

To cater to taste preferences, Black & White will launch “黑白點match都夾水吧”, a pop-up bar that combines Black & White evaporated milk with various ingredients, emphasising that blending extends beyond crafting traditional Hong Kong-style milk tea. For example, Black & White has collaborated with French pâtisserie Paul Lafayet for the first time to create limited-edition desserts with a local twist using Black & White products.

To enhance audience interaction, Black & White will launch a pop-up store where customers can buy branded merchandise, such as tote bags and the signature Black & White printed mugs.

To create buzz and excitement, Black & White has utilised its Facebook and Instagram pages to share teasers, behind-the-scenes content, and countdowns. Additionally, the campaign includes a dedicated website and programmatic banners. The brand will also collaborate with influencers who resonate with the brand to reach a wider audience.

Don’t miss: Black & White promotes HK culinary culture with milk tea giveaway

Back in November last year, Black & White partnered with 120 designated cha chaan tengs in the city to give away over 12,000 cups of Hong Kong-style milk tea. 

Since 2013, Black & White has celebrated the annual Hong Kong milk tea day on the third Sunday of November. In celebration of its 12th anniversary, the brand distributed 12,000 cups of Hong Kong-style milk tea from Monday to Friday in November on a first-come, first-served basis.

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