Dough Bros reimagines HK classic food items in new campaign

Pizza and doughnut brand Dough Bros has launched a multi-faceted campaign to pay tribute to Hong Kong’s cha chaan teng culture by reimagining Hong Kong classic comfort food as bold, shareable creations.

Titled “Treasure café” (到寶冰室), the campaign recreates cha chaan teng classics as playful east-meets-west delights that evoke both nostalgia and discovery. “By combining traditional flavours with artisanal techniques, it offers a fresh take on Hong Kong’s cha chaan teng café culture," said a spokesperson from Dough Bros. 

As part of the campaign, Dough Bros has partnered with Lipton Hong Kong to co-create a signature Hong Kong-style milk tea doughnut, infusing the iconic local flavour into its freshly made doughnuts.

Additionally, two exclusive menu items have been launched: Luncheon meat Hawaiian pizza, luncheon meat carbonara pizza, designed to drive excitement and repeat visits. The campaign targets a broad audience, from diners who cherish Hong Kong’s culinary heritage to customers seeking Instagram-worthy experiences, added the spokesperson.

To engage the audience, Dough Bros has teamed up with Hung Wan Café, famously featured in Hong Kong actor Stephen Chow’s 1998 comedy The Lucky Guy, to launch pop-up tastings. It has also collaborated with local lifestyle brand Home Kong to design limited-edition merchandise, including coasters, tote bags, milk tea mugs, and shirts, which will be offered to customers to stimulate consumption.

To amplify the campaign, the brand has leveraged in-store signage, point-of-sale displays, and organic and paid social media content, alongside press outreach, on-site activations, and surprise gift distributions.

It has also expanded its digital outreach through visually engaging content, partner spotlights, and user-generated reaction reels across Instagram, Facebook, Threads, and YouTube. User-generated content (UGC) and social engagement have also played a pivotal role, with Dough Bros capturing authentic feedback by interviewing Hung Wan Café patrons.

To deepen loyalty, the brand has launched an Instagram broadcast channel, offering exclusive milk tea mugs to dedicated followers, while a social media contest has further amplified community growth. Meanwhile, the campaign has engaged KOLs to secure media coverage and gather authentic feedback from Hong Kong's trendsetting audiences.

Complementing these digital efforts, district-wide tasting events in Yuen Long and Wan Chai have been organised to generate local buzz and collect real-time customer insights.

“We wanted to bring a fresh take on some of our favourite Hong Kong local flavours,” said the spokesperson. “The ‘到寶冰室’ series pays homage to Hong Kong’s café culture - reimagining our city’s classic dishes in bold new ways that celebrate nostalgia and creativity.”

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