TamJai SamGor launched a new concept restaurant under the name 三哥燙 (Mala Tang by SamGor) at YOHO PLUS, offering a personalised Mala Tang experience. De Goose was the creative force behind the playful, wordplay-driven teaser campaign that revolved around the word “Tang” (燙), which means both “hot” and “perm”. Using humour, creativity, and a touch of culture, we got everyone buzzing before the big reveal.

A new Logo

The name 三哥燙 combines Mala Tang with SamGor’s original soup bases (三哥湯 + 麻辣燙 = 三哥燙). To build anticipation, we debuted a fresh logo featuring TamJai SamGor’s iconic character rocking permed hair!

As speculation grew, we added another twist by playing on how “Tang” sounds like “ironing” (熨) in Cantonese, further fuelling the buzz.

A Perm-themed Social Stunt

Adding to the mystery of the new logo, we staged a stunt where diners in full perming gear were spotted enjoying their meals at TamJai SamGor, sparking curiosity with the teaser: “What the ‘perm / tang’ is happening at TamJai SamGor?”

To further stir up conversations, we produced a social video asking, “Which is the most popular permed hairstyle? 錫紙燙、空氣燙……or 三哥燙?” 

The campaign concluded with a 三哥燙·髮型快閃體驗 event at the new restaurant, where a stylist helped customers get their hair done! This full-circle experience ensured maximum engagement and solidified the playful brand connection.

The Big Reveal

The Mala Tang by SamGor (三哥燙) restaurant at YOHO PLUS is officially open. Food lovers can finally experience what all the buzz was about—a bold, spicy, and fully customisable experience designed to appeal to young and adventurous foodies. Diners can pick their own ingredients directly from a self-serve food fridge, choosing any quantity and variety of vegetables, meats, seafood, and noodles. They can even cook their noodles themselves or let a TamJai SamGor Jeh Jeh (姐姐), the chef, do it for them.

Scope of Work:

• New Sub-Brand Identity Development
• KV
• Social Video & Post
• Social Stunt
• Event