TamJai injects humour into educational ESG videos for staff

TamJai International (TJI) has unveiled a series of ESG-themed educational videos featuring its mascot, TamJai Jeh Jeh, using humour and everyday scenarios to explain ESG concepts to its frontline staff.

A spokesperson from TJI told MARKETING-INTERACTIVE that this initiative aligns with TJI's established sustainability objectives and strategies, while also recognising the importance of ensuring that its staff comprehends these principles and knows how to translate them into tangible actions. 

"To bridge this understanding gap, we have crafted videos that cover six key sustainability themes in a unique 'Tamjai' manner, while also concisely delivering the concept of the topic,” the spokesperson said. 

To motivate and empower TJI’s staff at all levels to actively support its sustainability initiatives and contribute towards achieving its targets, the videos cover six sustainability topics relevant to TJI’s business, including ESG, plastic-free, low-carbon diet, food waste, recycling, and green procurement.

In the videos, TJI’s CEO Darren Lau and Jeh Jeh playfully interpret the ESG concept using the company’s signature cross-bridge mixian (過橋米線). The video illustrates how TJI’s ESG efforts incorporate essential elements for long-term business success while also considering social and environmental impacts, much like how this dish combines various components into a harmonious whole.

The videos also feature Tamjai's Jeh Jeh and senior executives from various departments serve not only to communicate TJI's sustainability initiatives in a collaborative approach but also to make sustainability tangible and actionable for staff at all levels.

The ESG videos have been shared during office gatherings, store manager training sessions, new employee orientations, with its business partners, as well as in ESG report, according to the spokesperson. Additionally, the videos are promoted on TJI's LinkedIn page.

Ming Chan, corporate communications director, Tam Jai International, said: “To hit our sustainability goals, it's crucial that every staff member, especially those in our stores and central kitchen, truly understand these ideas and put them into action. That's why we've crafted videos covering six key sustainability themes in a humourous 'Tamjai' style, which resonates with their daily work in an easy-to-understand manner!”

Don’t miss: TamJai ventures into Malaysia through partnership with Hextar Retail

Back in August, TJI ventured into Malaysia through a strategic partnership with Hextar Retail, a member of the Malaysian conglomerate Hextar Group, as part of TamJai’s further expansion into the Southeast Asian market. 

As part of the agreement, TamJai will collaborate with Hextar on the setup and operation of restaurants under the group’s brands in Malaysia. Meanwhile, Hextar will have the exclusive rights to develop, operate, and manage TJI’s acclaimed brand "TamJai", across Malaysia. 

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