HK artist Jeffrey Ngai empowers fans to savour solitude with guerilla city hunt

Hong Kong artist Jeffrey Ngai will launch a guerilla city hunt this Saturday (25 January) to offer fans an interactive experience to promote his new single.

Titled “The Solitary Gourmet” (孤獨美食家), the single conveys the importance of "cherishing the people around you" after savouring solitude. The MV, inspired by a vlog style, captures the feeling of “laughing with others but harboring private sorrows”. This experience mirrors the entertainment industry, where artists exude positive energy on camera, while their personal hardships and loneliness remain known only to themselves.

Running from mid-January to mid-March, the campaign is done in collaboration with local PR agency The Bridge Agency. It aims to offer a fun and interactive experience while promoting the single and fostering a sense of community and personal interaction between Ngai and his fans. It also targets individuals who are single and can relate to the themes of solitude and enjoying life's moments, as highlighted in Ngai's song.

To express his cherishing for his fans, Ngai will host a city hunt called “獨食積肥” and engage fans with games and challenges including “孤獨美食家背歌詞大賽” and “孤獨急口令大賽” at Times Square Causeway Bay, Haiphong Road Tsim Sha Tsui, Sai Yeung Choi Street Mong Kok, and the Hong Kong Observation Wheel. Ngai has shared the game instructions on his Instagram.

Participants who complete designated tasks within five seconds will receive ingredients related to the lyrics of the single, including ice cream, soy sauce, and a specially designed cutlery set featuring a fork and spoon, along with napkins as their prize.

With this year's Lunar New Year close to Valentine’s Day (14 February), the campaign has expanded to include the general public and support local eateries facing an “economic winter”. It has planned to collaborate with local restaurants to launch a set called "孤獨美食套餐”. Ngai will also assist with menu design and create promotional posters to promote them on his social media. 

"Many small shops possess an irreplaceable sentiment and Hong Kong flavour, which I hope everyone will cherish and support more,” Ngai said.

Don't miss: Street posters 'seeking initial aspirations' part of guerrilla marketing stunt for Jeffrey Ngai's new song

This isn't Ngai's first time using creative methods to promote his singles. Back in April 2023, Ngai made clarifications on his promotional campaign after photos of street posters titled “urgently seeking our initial aspirations” (急尋初心) have gone viral across social platforms. The street promotion campaign primarily aimed to promote the singer’s second plug - “遺忘了初心的我們” （Are We Still Together?） and encourage people to rediscover and reconnect with their initial aspirations.

“Urgently Seeking Our Initial Aspirations" was created Mr. Jack, who gradually lost his initial aspirations due to changes in his life. He sincerely hoped someone could help him regain this precious initial aspiration. By creating a dialogue around this theme, Ngai hoped to inspire individuals to reflect on their goals and ambitions, ensuring that these cherished dreams are not forgotten amidst life's constant changes.

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