The Park Lane HK supports women's health with pink afternoon tea

In support of "Pink October", a time dedicated to raising awareness of breast cancer and women's health, The Park Lane Hong Kong has joined forces with the Hong Kong Hereditary Breast Cancer Family Registry and Qi Coffee to present a wellness-inspired pink afternoon tea.

The partnership has brought together three complementary perspectives on modern wellness. Founded by actress Bernice Liu, Qi Coffee offers a contemporary, lifestyle-oriented take on coffee through its functional cold-brew beverages, while the Hong Kong Hereditary Breast Cancer Family Registry provides essential support for families affected by hereditary breast, ovarian and prostate cancers.

The Park Lane Hong Kong has connected these two partners through a hospitality experience that is approachable and meaningful. Through the pink afternoon tea and limited-edition pink cake, guests can enjoy a creative culinary experience while contributing to women’s health. Part of the proceeds will be donated directly to The Registry to support genetic testing, professional counselling and preventive care for high-risk families.

The collaboration also reflects the hotel’s belief that wellness can be expressed through thoughtful food and beverage experiences, not only through traditional health and fitness initiatives.

The campaign targets a broad audience interested in wellness, lifestyle and purposeful consumption, and also appeals to consumers who increasingly expect brands to demonstrate genuine social purpose, according to a spokesperson from The Park Lane.

The menu includes the slow-cooked pulled beef mini sandwich, cold brew coffee jelly and cherry panna cotta, and turmeric hummus filo tartlets, all inspired by Qi Cold Brew's functional philosophy. The dessert selection includes ruby chocolate and pistachio cake, red berry mousse tart, and rose and strawberry marshmallow. Ebb & Flow also offers three signature drinks, including the "Pink cloud", which blends Qi Cold Brew Balance with orange notes and is topped with mixed-berry pink cream.

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The marketing strategy is built around three key themes: wellness, indulgence and purpose. The Park Lane Hong Kong has positioned the campaign as a contemporary Pink October experience rather than a conventional charitable promotion. The pink visual identity, the Qi Cold Brew-inspired menu and the limited-edition cake create a strong lifestyle proposition. 

Moreover, the hotel has used the culinary menu to make the partnership tangible. Qi Cold Brew is incorporated into selected savory and sweet items, including the pulled beef mini sandwich and cold brew coffee jelly with cherry panna cotta. Signature drinks such as the Pink Cloud and Qi Cold Brew cocktails further extend the collaboration across the menu.

To promote the partnership, The Park Lane Hong Kong has adopted an integrated mix of online, offline and partner-led channels. Channels include media relations, the hotel's website and social platforms, Qi Coffee's digital channels, The Registry's network, in-hotel signage and point-of-sale materials at Ebb & Flow, influencer engagement, photography and short-form video, and direct communication to guests, diners, members and corporate contacts.

The Park Lane Hong Kong will assess ROI through both commercial and brand-impact metrics. Since the initiative combines revenue, awareness and charitable giving, ROI should be evaluated beyond sales alone, according to the spokesperson. Key commercial indicators include Pink Afternoon Tea covers and reservations, Pink Cake sales, average spend per guest including cocktail upgrades, revenue versus a comparable period, Ebb & Flow occupancy during afternoon tea hours, conversion from exposure to bookings, and repeat visits and new-customer acquisition where identifiable.

Meanwhile, brand and communications indicators include media coverage quality and reach, social media engagement and views, website traffic and reservation click-throughs, partner-channel performance and audience growth, guest feedback and sentiment, user-generated content and word-of-mouth, and awareness of the hotel's wellness and CSR positioning.

“Social impact will be measured through the total donation generated for The Registry, together with the campaign’s ability to raise awareness of hereditary cancer risks and the importance of genetic testing, counselling and preventive care,” said the spokesperson.  

Luc Bollen, general manager, The Park Lane Hong Kong, said: “At The Park Lane Hong Kong, we believe hospitality has the power to bring people together around experiences that are both enjoyable and meaningful. This Pink Desserts collaboration allows us to connect our culinary creativity with a cause of genuine importance, while introducing our guests to Qi Coffee’s innovative approach to wellness. We are honoured to work with Qi Coffee and the Hong Kong Hereditary Breast Cancer Family Registry, and hope the campaign will encourage more conversations about women’s health and support for high-risk families.”

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