Central Market promotes fusion of HK and German cultures with Oktoberfest activities

In celebration of the German Oktoberfest, Hong Kong's Central Market has teamed up with Jebsen Beverage Company, Budweiser Brewing Company APAC and Angelo McDonnel, CEO of Chef's Market, to bring a series of beer-themed activities to HongKongers throughout October.

Supported by community partners including Nina Hospitality and Lufthansa Airlines, the event aims to promote the fusion of Hong Kong and German cultures, and revive the city’s beer festival by infusing Bavarian cultural heritage and traditions into the historic atmosphere of the heritage building.

Available until 31 October, the "Central Market Oktoberfest 2023" starts by transforming its open courtyard OASIS into a beer garden adorned with colourful decorations inspired by Bavarian cultural traditions. Blue and white diamond-patterned flags accompanied by beer mugs and pretzels will be hung throughout the open space, likewise inspired by German food and culture.

Moreover, Central Market has brought together two German beer brands Löwenbräu and Beck's. The event has also invited local chefs, Angelo and team members, along with German chef Jôrn from Frankfurt, to serve an array of authentic German cuisine such as German pork knuckles, Nuremberg sausages platters, German apple strudel with vanilla sauce and doughnuts.

Central Market’s Dining Ground tenants including Pulau, Chew Taiwan, Attap and Pho Ngo have also launched various authentic German dishes.

In upholding the cultural essence of Oktoberfest, Central Market has invited German band Die Notenhoble to don traditional Bavarian attire and play traditional German folk songs throughout the festival.

Meanwhile, Central Market has prepared a range of beer-themed games for visitors, including the "Beer Mug Holding Challenge", the "Beer Drinking Contest", the "Giant Jenga," and "Balloon Pumping Contest”.

In addition to games, Yuen’s Tailor, one of the tenants at the Central Market, has lined up with a group of University students from the non-profit organization "Pìob.HK | bagpipe music collective" to present a series of Western folk song and dance performances on 29 October.

Angie Chung, general manager of Central Market, Chinachem Group, said: "Last year, Central Market hosted its inaugural annual Oktoberfest event, which received overwhelming support from the local community. This year, we are thrilled to collaborate with Angelo McDonnell, the driving force behind 'Oktoberfest,' for the first time. […] We hope to recreate the traditional German beer festival of the early 1990s and provide everyone with an opportunity to unwind and enjoy themselves to the fullest in the evenings.”

“Watching the response of our great city’s party goers over the years to the German Beerfest has truly been amazing. This year we are happy to announce we are continuing this great event!” said McDonnel. 

MARKETING-INTERACTIVE has reached out to Central Market for more information. 

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