Café de Coral and dentsu Hong Kong launch cultural campaign for iconic Hong Kong dish
In an effort to champion Baked Pork Chop Rice as part of Hong Kong’s cultural heritage, Café de Coral, one of the city’s most iconic restaurant chains, has partnered with dentsu Hong Kong to launch a campaign celebrating the cultural significance of this signature dish during Intangible Cultural Heritage (ICH) Month this June.
At the heart of the campaign is Café de Coral’s initiative to nominate Baked Pork Chop Rice for inclusion in Hong Kong’s official Intangible Cultural Heritage list. To reinforce their commitment to celebrating the city’s cultural values, the brand and dentsu Hong Kong led three flash events during weekend carnivals organized by the Hong Kong Intangible Cultural Heritage Office. The events aimed to rally support for the nomination and boost brand visibility, with limited-time meal coupons distributed to encourage visits to nearby stores.
To further involve the community, the campaign features various social assets that capture the essence of Baked Pork Chop Rice, encouraging the public to like and share the content as part of a “community boost” effort—a show of collective support to reinforce the nomination. Accompanying this are online activations that drive people to support its latest ICH offerings in-store, rewarding them with exclusive items when they collect all four limited-time stickers and comment with the hashtag #BakedPorkChopRiceDeservesICHStatus on Café de Coral’s Facebook page.
“Since 1968, our Baked Pork Chop Rice has accompanied generations of Hongkongers, becoming a beloved classic in local dining culture,” said Piony Leung, CEO, Café de Coral. “It’s more than just a signature dish — it’s a taste of home and a reflection of our city’s evolving story. By nominating it as part of Hong Kong’s Intangible Cultural Heritage, we hope to preserve this culinary legacy and pass it on to future generations, both locally and globally.”
“This campaign is a celebration of cultural pride through creativity,” said Diana Tam, Managing Partner & Director of Operations, Dentsu Creative Hong Kong. “By blending our creativity with some playful public engagement, we aim to help Café de Coral connect with the community in a way that feels both meaningful and memorable.”
Credits
Café De Coral
CEO: Piony Leung
General Manager: Nelson Lo
Marketing: Angel Tam, Heidi Tam, Kennie Cheung, Claire Cheung
Dentsu Hong Kong
Creative: Jeffry Gamble, Blue Wong, Ronald Yiu, Peter Ho, Kuga Ku, Emily Fang
Account Servicing: Diana Tam, Bethany Yiu, Suki Cheng
Media: Nicholas Siu, Wing Choi, Anson Fong
