NarrowDoor is honoured to have helped TamJai SamGor Mixian (譚仔三哥米線) shape their latest branding campaign–a blend of creativity and market-first innovations that reinforce their “Spicy Specialist” identity and connect with young audiences.

A Branding Platform that packs a punch 

The campaign’s theme—Create 辛！先！敢！—encapsulates the brand’s spirit:

• 創辛 (Spicy Creativity) – Celebrating their signature taste
• 行先 (Market-First Innovation) – Always leading the way
• 敢玩 (Bold & Playful) – Fearless in breaking conventions

Partnership with HK Express and Nissin

TamJai SamGor Mixian made aviation history by launching Hong Kong’s first-ever in-flight instant noodles—the “Nissin x TamJai SamGor Mala Soup Flavour Instant Noodles” (譚仔三哥麻辣湯味杯麵) at 30,000 feet mid-air with HKExpress and Nissin (空中辛品發佈會).

Nearly 100 lucky TamJai SamGor fans, who won plane tickets through an earlier promotion, were on board a special flight to Japan, where the “Jeh Jeh cabin crew” served limited-edition gift boxes (complete with instant cup noodles, chopsticks, and a collectible TamJai SamGor figurine).

The collaboration introduced TamJai’s iconic flavors to global travelers while reinforcing its boundary-breaking brand image.

Activation

We designed the League of Mixian Game (辛辛學子米線激鬥盃) – inviting secondary school students across Hong Kong to participate by finishing their favourite choice of mixian, strengthening the brand’s connection with youth in a fun way.

Sponsorship 

TamJai SamGor’s sponsorship of the Hong Kong Schools Elite Football Competition (三哥全港學界精英足球比賽) further reinforces its connection with the local youth, through shared values of passion and perseverance.

Scope of Work

• Branding Platform: Brand Video, KV
• Partnership with HK Express: KV, Idea of 空中辛品發佈會, Design of the Cup Noodle and a limited edition Cup Edge figurine
• 辛辛學子米線激鬥盃: KV, Mobile Site Design, Social Street Interview, Social Post

This branding campaign showcases our client’s and agency’s combined efforts in breaking boundaries and creating limitless possibilities through innovative marketing activities.