HONG KONG – Café de Coral, Hong Kong’s largest Chinese fast food chain, joins creative forces with dentsu Hong Kong to launch “Timeless Taste of Hong Kong”, a campaign steeped in emotional storytelling and intergenerational connection.
At the center of this evocative initiative lies No Matter How the World Changes, I Want to Stay by Your Side. The film paints a tender portrait of a father son relationship navigating life’s ebbs and flows, mirroring the enduring spirit and resilience of the Hong Kong community. It’s a love letter to local identit, anchored in the message “Take a good rest, eat well, it will get better”, a phrase that echoes the brand’s enduring commitment to being a constant source of warmth and reassurance.
The campaign pays homage to a timeless classic: Café de Coral’s beloved Baked Pork Chop Rice. Revered by generations, the dish transcends its role as a culinary staple, standing instead as a vessel of nostalgia and familial unity. Since the brand’s inception in 1968, this iconic comfort food has been a cherished centerpiece on Hong Kong’s family tables.
“This dish transcends mere sustenance — it is a memory, a cherished tradition, and a hallmark of our local culture,” said Piony Leung, CEO, Café de Coral. “For over five decades, our Baked Pork Chop Rice has woven itself into the fabric of Hong Kong’s narrative. It is profoundly moving to witness how it continues to bring comfort and joy to every generation.”
Jeffry Gamble, Chief Creative Officer at Dentsu Creative Hong Kong, added: “We wanted to honour the legacy of Café de Coral in a way that felt both nostalgic and fresh. The execution is deeply rooted in local culture — from the storytelling to the visual language. We reimagined classic Hong Kong cinematic styles to tell a story that’s not just about food, but about resilience, love and the emotional threads that tie generations together.”
The campaign is now live across a diverse array of multimedia platforms, including television broadcasting, digital channels, outdoor advertising and social platforms.
