TamJai SamGor and HK Express take bold new spicy flavour to the skies

TamJai SamGor and HK Express have taken an authentic bold, new spicy flavour to the skies with the launch of the exclusive “Nissin X TamJai SamGor Mala Soup Flavour Instant Noodles”, with presale available on board.

Media representatives and influencers were invited to preview and try the product on an exclusive flight to Tokyo, while TamJai SamGor fans and passengers can enjoy the bold new spicy flavour on HK Express flights from 30 March until 25 October.

During the event which MARKETING-INTERACTIVE was present, over 200 influencers and journalists were invited on board to try out the new product, with TamJai SamGor’s Jeh Jeh representative 代代姐 explaining the ingredients of the cup noodles and giving away figurines.

Unveiling the insights behind the partnership, Maggie Sze, marketing director of TamJai SamGor said during an exclusive interview with MARKETING-INTERACTIVE, that partnering with HK Express is a bold and innovative step that amplifies the synergy between two local brands.

She added that both brands share a common mission: to provide value-for-money products and services to TamJai's customers as well as similar brand characters: dare to break the boundaries and lead the market.

“HK Express is the perfect platform to introduce the unique taste of SamGor to a global audience, offering travellers a familiar local flavour upon their return to Hong Kong. A nice cup of noodle is always popular on board an HK Express and the idea of launching our limited-time Nissin cup noodle is simply very cool!”

Meanwhile, KeeKeat Ong, commercial director, HK Express, said the brand aims to go beyond the ordinary by constantly challenging itself to create unique and memorable "live more" experiences. Partnering with TamJai SamGor, a popular local mixian brand, is the perfect partnership to showcase the city’s vibrant culinary culture, he added.

“Travel is a journey of discovery, and food is one of the most powerful ways to connect with a destination’s culture. Through this collaboration with TamJai SamGor, we’re bringing the bold and vibrant flavors of Hong Kong onboard, creating a unique inflight experience that will resonate with both local passengers and international travellers."

Redefining spicy

The idea behind the partnership is encapsulated in the theme of this branding campaign “Create 辛！先！敢！”, meaning to create a spicy, market-first, innovative and bold feeling for audiences, Sze said.

“Customers told us TamJai SamGor can be represented by ‘Spicy specialist’ and ‘Innovative’ in a focus group. The brand image is very impressive to them. It aligns with the brand strategy that SamGor has consistently chosen and implemented. So, we are determined to reinforce the brand DNA when we design any marketing initiatives.” Done in partnership with local creative agencies Narrow Door and The Noah, the campaign will run until April.

Targeting young customers aged between 15 and 34, Sze said the brand realised it is a luxury to be able to engage with such a young audience as this demographic plays a vital role in driving the sustainable growth of its brand.

“That’s why our engagement has to be purpose-led so that it is genuinely meaningful for this audience. Our mission is to grow alongside them and along the way create meaningful platforms to positively motivate them throughout the key stages of their lives. Hopefully then we can establish lasting loyalty and create a strong community with our customers.”

Echoing her thoughts, HK Express' Ong said the collaboration also caters to inbound visitors to Hong Kong, enabling the sharing of Hong Kong's iconic flavours with a broader audience across this fast-growing region.

On the other hand, Nissin Food also plays an important role in the collaboration, added Sze. “Because of its dedicated local R&D team, the product development process of Mala Soup Flavor Cup Noodle has been remarkably smooth. As passionate fans of SamGor, they have expertly replicated the complex layers of our Mala soup, setting a high standard in flavour. What could be better than having SamGor fans involved in developing our crossover product?”

In addition to the onboard tasting experience, this collaboration also comes with a limited-edition gift box containing two cups of instant noodles, a pair of chopsticks, and a limited-edition TamJai SamGor figurine, enabling customers to bring this “spicy” delight home to share with family and friends.

The limited-edition gift box will be available on HK Express flights, at the Cathay Shop, and on the TamJai SamGor mobile app. Furthermore, HK Express is introducing its new summer menu featuring a fresh selection of delectable dishes, adding more flavours to consumers’ flight experience. New items include the rich “Signature Hainanese Chicken Rice”, the classic “Mini Chicken Burger with Fries”, and the delectable “Meatball with Creamy Mashed Potatoes”.

Sze added, "The theme of this branding campaign has infused me with vitality and energy, re-inspiring me and my entire team (including our creative agencies) to constantly break boundaries and create limitless possibilities through marketing activities. The passionate spirit of these young athletes has deeply moved me, reminding me to maintain a daring and adventurous mindset to lead the brand forward."

Both brands are maximising exposure for this partnership through a mix of digital, onboard, and media channels. Platforms such as Instagram, Facebook, and Threads are adopted to engage audiences with fun and interactive content. Additionally, onboard promotions will encourage passengers to try and share their inflight journey. To extend visibility further, both brands are partnering with lifestyle and travel key opinion leaders (KOLs) and media outlets throughout the Greater Bay Area (GBA), including Shenzhen, Guangzhou, and Macau—as well as other regional outlets in Asia.

When it comes to ROI measurement, Ong said the success of this partnership is not solely defined by sales figures, but also about creating meaningful connections and enhancing the emotional resonance of the HK Express brand. While strengthening awareness and affinity for Hong Kong’s cultural identity remains a central focus, the brand also closely monitors social engagement, including mentions, user-generated content, and the conversations sparked by the campaign. Passenger feedback, both onboard and online, also serve as a critical measure of the experience the brand is delivering.

"Ultimately, this collaboration is about building a lasting legacy, establishing HK Express as a champion of local delicacies, and delivering unique, memorable experiences for our passengers," Ong added.

Jeanette Mao, CEO of HK Express said: “As a young and vibrant brand, HK Express is dedicated to offering innovative experiences. Each year, we introduce two new in-flight menus and actively collaborate with local well-known brands to provide customers with an authentic culinary experience in the skies. Our partnership with TamJai SamGor not only demonstrates our support for local brands but also allows travellers from around the world to savour the endless charm of Hong Kong’s culinary culture onboard.”

She continued: “As Hong Kong’s only low-cost airline, we will continue to offer affordable fares and value-added services, including seat, baggage and inflight menu options, allowing customers to choose according to their individual needs, truly embracing our 'live more' spirit!”

The initiative came following TamJai SamGor's sponsorship of the "Hong Kong Schools Elite Football Competition" to engage deeply with local youth. It embodies the dreams of young athletes who demonstrate perseverance and dedication in their pursuit of victory. This spirit mirrors TamJai SamGor's commitment, where it has consistently strived to perfect a bowl of mixian for the past 16 years.

As part of the whole brand campaign, TamJai SamGor has also designed another event for all secondary school students to participate – the League of Mixian Game. All students across Hong Kong can participate by finishing their favourite choice of mixian, aiming to bring together a group of young people to strengthen their connection with the brand in a fun way.

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