Tam Jai turns green procurement into playful learning

Tam Jai International (TJI) has launched a new wave of ESG videos for staff, using its signature blend of humour and hands-on learning to highlight green procurement—an often overlooked, yet high-impact topic.

In the new series, TamJai has wrapped a fairly serious topic – green procurement – in a playful creative execution built around “Eat green, eat fresh, eat local”. 

Rather than diving into procurement policies, the videos start with everyday dining habits to help staff and customers understand what “green procurement” really means. A new character, “Mr, Green Sourcing,” has joined mascot TamJai Jeh Jehs to explain the environmental impact of different sourcing choices, taking into account seasonality and travel distance. Launched on Tam Jai’s YouTube channel and LinkedIn page, the videos also feature surprise appearances from chief executive officer Daren Lau and senior management, underscoring top-level commitment to building a strong ESG culture.

Wordplay such as “seeking fibre” adds another playful touch, spotlighting Tam Jai and Sam Gor’s veggie cross-bridge mixian in a tongue-in-cheek way. The phrase is a pun in Chinese, linking “求纖” with “求籤,” which refers to seeking a fortune stick at a temple.

The videos have also given TJI room to feature its tangible progress in sustainable offerings. Today, nearly 40% of the mixian toppings served at Tam Jai and Sam Gor are plant-based, encouraging more sustainable dining habits. The group also continues to roll out more green menu options for vegetarians and health-conscious customers, and it is stepping up local sourcing within 800km of Hong Kong to help reduce its overall carbon footprint across the value chain.”

For a topic that a number of brands still treat as serious and formal, TJI has chosen to use humourous, character-driven videos for ESG education. “ESG can sound intimidating and serious, but if we can make people laugh first, it becomes much easier for them to understand, embrace and put these ideas into practice across the organisation,” said Ming Chan, corporate communications director at Tam Jai International.

“For us, green procurement only works if it feels real and relevant to staff members running our shops and central kitchen every day. This time, we are bringing the same humourous ‘Tam Jai’ style into green procurement, so colleagues can see how sourcing choices and menu decisions connect to what they serve every day. Even though procurement sounds like a back-office job, the truth is our frontline Jeh Jehs are the ones turning green menu choices into actual bowls of mixian for customers, so we want them to feel empowered and confident to live out these values on the ground,” Chan said. 

Don't miss: TamJai sister brands partners academic sectors to upcycle surplus pork belly

Back in March last year, TamJai sister brands collaborated with the Hong Kong Institute of Vocational Education (IVE), Hong Kong Design Institute (HKDI) and the New Life Psychiatric Rehabilitation Association (NLPRA) to repurpose surplus pork belly from its central kitchen into an array of lifestyle products.  

The upcycled product series featured a lemon lip balm, handmade soap and scented candle, all packaged with a chic pouch and playful stickers. This collection not only radiated the charm of the upcycled products in a light-hearted manner but also served as a warm reminder for the public to prioritise their wellbeing and that of their loved ones.  

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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