TamJai fosters local cultural heritage with Storm Riders collab

TamJai Yunnan Mixian has wowed comic fans with the brand partnership with Hong Kong Dance Company’s blockbuster title “STORM CLOUDS”, aiming to foster the local cultural heritage and nurture local creative talent.

STORM CLOUDS is Hong Kong Dance’s elegant interpretation of the iconic HK original comic series Storm Riders (風雲) created by local artist and writer Ma Wing-Shing 35 years ago and it is the pinnacle of HK popular art loved by the masses.

At the same time, TamJai has also become the city’s iconic food brand in the past decades and has been embraced by generations as their “home flavour”. As TamJai and Storm Riders have become the collective memory of Hongkongers, this partnership aims to preserve the iconic popular art and food culture.

The collaboration anchors at the third time rerun of the famous Hong Kong comic martial arts dance drama “STORM CLOUDS”. The local comic “Storm Riders” is celebrating its 35th anniversary this year and Hong Kong Dance is bringing this classic title to the stage of the Grand Theatre, Xiqu Centre, West Kowloon Cultural District in February.

With cutting-edge multimedia projection technology, lighting effects, electronic music and a gleaming pool of water on stage, the product will recreate the world beyond imagination that the comic portrays. TamJai Yunnan Mixian is the title sponsor of the show this time and the sponsorship kicks off a number of brand initiatives that celebrate Hong Kong's cultural heritage.

“Through this cross-sector collaboration, we hope to tie our distinctive ‘TamJai Taste’ with the Hong Kong comic culture, allowing the public to appreciate and experience the charms of Hong Kong comics in various ways, thereby broadening the reach of the city’s unique vibe and classic art and injecting new vitality to the development of local art and culture,” Daren Lau, chairman, executive director and CEO of Tam Jai International said.

“Sustaining our legacy (承傳) is the theme of this brand platform – there is a common belief amongst TamJai, Hong Kong Dance and Ma, that both Hong Kong comic and our food are key representatives of local culture and are uniquely created, amplified and remembered fondly by millions of Hongkongers. We’ve created this platform to share our brand’s commitment to upholding our classic flavours, quality, and passion to continue serving families in Hong Kong,” said Winnie Chan, associate director and brand lead at TamJai Yunnan Mixian.

“Through working with Ma and Hong Kong Dance we proactively promote the preservation of HK style comic. A key highlight of the programme would be the upcoming comic design competition that we will announce at end of January. Ma will head the judging panel and the challenge will be to design the story cover of issue #676 of his original comic series Storm Riders. This is extremely exciting Storm Riders fans as the original comic book ended at issue #675.”

“Top winners of the comic design competition will then be invited to collaborate with TamJai on a number of brand design initiatives. Our entire network of restaurants will then become their canvas to showcase their artistic talent to a wide spectrum of audiences,” she explained.

Ronald Wong, CMO of Tam Jai International said: “TamJai is rooted so deeply in the daily lives of many Hongkongers and many have called us their home comfort food, the kind of flavour they miss when they are abroad. I have personally heard from many of our fans telling us in Melbourne how excited and emotional they are finally being able to taste the TamJai flavour they have missed for years. We are able to show multiple facets of the brand through this collab with Hong Kong Dance on STORM CLOUDS; along with title sponsorship we are launching a limited-time mixian bowl featuring a special Chinese ham broth 雲腿湯 to showcase our traditional craftsmanship to our fans.

Furthermore, TamJai is also partnering with Grandma Scones to introduce a few beautifully crafted scones fused with TamJai’s three classic snack dishes. As part of this brand programme it has opened two pop-up stores at the Avenue of stars in Tsim Sha Tsui until the end of January.

MARKETING-INTERACTIVE has reached out to TamJai for more information.

Related articles:

TamJai International gains franchise rights to operate new Marugame Seimen stores
TamJai sister brands and PayMe bank on guerrilla marketing to promote new campaign