Big shoutout to TamJai SamGor (TJSG) on the grand opening of their 100th store! Located in the lively Tuen Mun, this vibrant spot underscores the brand’s mission to bring bold flavours to every corner of Hong Kong. Noah Workshop is stoked to have created a video to celebrate this important milestone for 譚仔三哥米線!

The Idea

To capture TJSG’s fiery passion for serving its customers and the vibrant energy of its hotpot, we conceptualized an electrifying dance performance blending otaku culture with the brand’s iconic identity.

The Execution

We invited a popular local otaku dance group to perform alongside TJSG’s iconic Jeh Jeh (三哥姐姐). Together, they ignited excitement with an energetic dance routine set to the famous anthem Megu Megu 邊爐 Fire (Megu Megu Fire Endless Night).

The video, directed by the talented young director Howard Lui from Bakery, perfectly channels youthful exuberance and fun that connects with today’s generation.

Why It Works?

The combination of the otaku dance with the Jeh Jeh and the energetic anthem really resonates with young people. The performance captures the essence of TJSG’s bold and passionate spirit, demonstrating the excitement of the hotpot launch and the brand’s youthful energy.