TamJai SamGor Mixian introduces menu based on student slang

TamJai SamGor has 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.

Maggie Sze, marketing director, TamJai SamGor Mixian, told MARKETING-INTERACTIVE that while the brand aims to surprise and delight its audience through various touchpoints, these playful and culturally resonant offerings are designed to position itself as an authentic and integrated part of the students' lives.

“One key touchpoint is our menu design. Our menus are not merely informative, but also highly engaging. The use of catchy, attention-grabbing headlines allows us to directly connect with the hearts and minds of our student customers,” Sze said.

Apart from the special set menu, TamJai SamGor Mixian has renamed its regular mixian and snack orders as "米線任你Reg" (wishing students the freedom to register for any courss) and the "三哥勁過小食" (signifying superior exam performance snack) respectively. 

"We have a deep understanding of our target audience - their desires, their culture, the realities of university life, and even the slang they use. Leveraging these insights, we have carefully curated a menu that speaks directly to their experiences,” Sze said.

Beyond satisfying students' appetites with its mixian, TamJai SamGor Mixian aims to offer a comforting, nourishing experience that supports them spiritually as they face the challenges of academic life and deadlines, Sze added.

Additionally, TamJai SamGor Mixian has introduced its first digital self-ordering kiosk at the HKUST branch, aiming to ensure swift and efficient service, especially during peak hours. 

"We are deeply grateful for the support and affection we've received from the HKUST community. As a brand born and raised in Hong Kong, we are committed to providing a relaxed, pressure-free environment where our Jei Jei can engage with students as friends. Our aim is to offer them a short respite from the stresses of daily life. It is our brand's core mission to give back to the local community in every way we can,” Sze said. 

Don’t miss: TamJai SamGor reinterprets kung fu with new campaign

Back in June, TamJai SamGor reinterpreted Chinese martial art "kung fu (功夫)" in its campaign, upon the return of its signature mixed noodles in SamGor hot and sour sauce. 

Done in collaboration with creative agency Narrow Door and PR agency The Bridge Agency, the campaign features Philip Ng (伍允龍), one of the main characters in the recent popular local action film "Twilight of the Warriors: Walled In" (九龍城寨之圍城), showcasing his special "kung fu" including his noodle stirring skills. 

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