TamJai SamGor drops single-serve hotpot to celebrate solo dining

TamJai SamGor (TJSG) has partnered with creative agency Noah Workshop to take Hong Kong’s dining scene by storm with the launch of its single-serve hotpot.  

As part of the campaign, TJSG delivers a fresh and personalised take on this all-time local culinary favourite. Customers can choose any of TJSG’s eight signature broths for their hotpot to pair with fresh ingredients drawn from the toppings of their beloved mixian noodles.  

To connect with younger audiences, the launch campaign leans into local humour and cheeky wordplay.  

Dubbed the Me-“Tam” Hotpot, it celebrates the joy of solo dining with a creative “lone-flame” narrative (其實獨燃一個更開心). This playful approach underscores TJSG’s hallmark creativity while putting a spotlight on individuality and enjoyment. 

“We are committed to driving creativity in every launch, whether introducing entirely new concepts or reimagining existing favorites. Recognising hotpot as a beloved dining choice that fosters communal experiences, we strategically position our offering to highlight a unique perspective: the joy of enjoying hotpot solo,” said Maggie Sze, marketing director of TamJai SamGor. 

“This approach not only reflects our brand’s playful spirit but also invites customers to explore a personalised dining experience, showcasing versatility and creativity in how we engage with our audience,” she added. 

To complement the hotpot launch, TJSG is also opening its 100th store in Tuen Mun, underscoring the brand’s mission to bring bold flavours to every corner of Hong Kong.  

The new store is an acknowledgement of the community’s unwavering support and a reinforcement of TJSG’s promise to continue innovating and growing alongside its customers. 

“We’ve come a long way, so this milestone is as much a celebration for our customers as it is for us,” added Sze. “Opening our 100th store in Tuen Mun epitomises our gratitude and dedication to staying connected to the people we serve.” 

As part of the celebration, the brand has invited a popular local otaku dance group to perform alongside its iconic TamJai Jei Jei. Together, they performed an energetic dance routine set to the famous anthem “Megu Megu Endless Fire Night.” The performance symbolises TJSG’s passion for serving its customers and the vibrant energy of its hotpot. 

Rachel Wong, co-founder of Noah Workshop, said, “The combination of the otaku dance with the Jei Jei and the energetic anthem really resonates with young people. The performance captures the essence of TJSG’s bold and passionate spirit, demonstrating the excitement of the hotpot launch and the brand’s youthful energy. The video, directed by the talented young director Howard Lui from Bakery Ltd., perfectly channels youthful exuberance and fun that connects with today’s generation.” 

The Tuen Mun store also features exclusive promotions and charity events to mark this dual celebration of innovation and community support. As the brand celebrates these milestones, its mission remains clear: to delight and satisfy food lovers with bold flavours and a spectrum of tastes that transport them straight to the paradise of perfection. 

Don't miss: TamJai SamGor Mixian introduces menu based on student slang

Back in August 2024, TamJai SamGor introduced special set menus named after popular slangs amongst local university students at its new branch at The Hong Kong University of Science and Technology (HKUST).

While HKUST is TamJai SamGor’s first foray into opening a store within an educational institution, the brand aims to connect with university students by introducing a special set menu called "過3爆4套餐" (meaning excellent GPA combo). It combines signature items to provide affordable dining options for students, and it will be updated regularly to enhance the dining experience.

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