Super Super and Lee Kum Kee unveil claypot rice eating marathon challenge

Café de Coral Group’s brand Super Super Congee and Noodles (Super Super) has teamed up with Lee Kum Kee to invite 1,000 participants to join a claypot rice eating marathon challenge.

This comes as the two brands have collaborated for the first time to launch a new product named “Claypot rice with abalone, Chinese sausage and chicken” (鮑魚臘腸滑雞煲仔飯).

To promote the new product and support the community, the two brands launched a challenge named “Claypot rice with abalone thousand-person challenge” (火力全開！鮑魚煲仔飯千人挑戰！). The event has invited 1,000 participants to join a marathon challenge focused on eating claypot rice, aiming to set the first world record for this local dish.

Six sessions were held last Friday (4 October), with tickets for the first session made available for public sale. Proceeds from the charity tickets will be donated to the non-profit organisation Neighbourhood Advice-Action Council (NAAC) (鄰舍輔導會).

The event buzzed with energy, featuring a captivating performance by the Hong Kong girl group ‘Lolly Talk,’ followed by magic acts and dance performances.

While the move smells suspiciously like a marketing stunt, Piony Leung, chief executive officer, Café de Coral Group, told MARKETING-INTERACTIVE that the partnership between the two local brands reflects Hong Kong’s culinary heritage. As claypot rice is Super Super’s signature dish, the addition of Lee Kum Kee’s abalone and sauce aims to create a unique claypot rice experience, she added. 

Meanwhile, this initiative seeks to engage people from all walks of life, turning dining into a charitable experience, Leung said. "By partnering with the council to donate the proceeds, participants can find meaning in their involvement in the world record attempt."

As part of the initiative, 400 service users from the NAAC, including low-income families, youth, seniors, and individuals with disabilities, were invited to participate in the second and third sessions. This initiative not only aims to bring joy to those in need but also to strengthen connections and fosters care within the community, according to the release. 

In addition to the challenge, a hand-painted wall created by local artist Noble Wong, featuring classic Hong Kong 90s culture, as well as a large installation of the new product were launched for visitors to take photos.

Lok Fu Place was also adorned with wooden signs designed by a group of youth from the Jockey Club Tai Po North Integrated Children and Youth Services Centre of Neighbourhood Advice-Action Council (NAAC), with the theme of “Authentic culture of Hong Kong claypot rice” for public appreciation.

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“Super Super is honoured to collaborate for the first time with the local iconic brand Lee Kum Kee to organise a record-breaking 1,000-person claypot rice challenge event. This initiative not only promotes Hong Kong's unique claypot rice heritage, but also fosters connections among people and expresses care for the community. When people think of enjoying claypot rice in the future, we hope they will remember our warm-hearted brand," Leung said.

“The overwhelming support from the public, the NAAC, our colleagues, and various sectors has been incredibly encouraging. We look forward to organising more events in the future that bring happiness and warmth to all stakeholders while giving back to society through gourmet food.,” Leung added. 

Dodie Hung, executive vice president, corporate affairs of Lee Kum Kee, said, “We are delighted to partner with Super Super in introducing the new 'Claypot rice with abalone, Chinese sausage and chicken' to consumers. This dish perfectly combines Lee Kum Kee’s homemade sauce-cooked abalone with Super Super’s claypot rice and ingredients.”

“Additionally, we are pleased to see the successful conclusion of the ‘Claypot rice with abalone thousand-person challenge', held in collaboration with Super Super. All proceeds from the opening ceremony cum charitable banquet will be donated to the NAAC, enabling us to extend love and support to the community.”

Tai Keen Man, chairman of the executive committee of the NAAC, said, "The council has always been keeping a close partnership with the Café de Coral Group, sharing love and care with those in need in society through various channels. We are grateful that Super Super invites 400 of our service users, their families and caregivers to participate in this big event. Super Super not only prepares delicious food for our service users, but also allows our youth members to design and decorate the venue, encouraging their creativity and bringing positive energy to the community.”

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