TamJai SamGor’s newest hit, Butterfly Shrimp and Scored Squid Mixian in Sam Gor Shrimp Soup, was so irresistible and addictive that Noah Workshop created a similarly unstoppable Hip-Hop style campaign. 

The Creative Idea

The dish’s ingredients were transformed into stylish food rappers – MC Squidy (a.k.a 魷魚花), MC HaHa (a.k.a. 鳳尾蝦). Their adorable looks were just everywhere in SamGor’s restaurants. 

The creative vision went even further. Noah Workshop orchestrated a bold, unexpected collaboration—launching a Rap Challenge that brought in Hong Kong’s three hottest rappers to craft tracks celebrating the addictive flavour of “Show You Da 蝦湯米線”. This marked the first time a local brand had teamed up with such edgy rap talent, including:

• Novel Fergus
• Novel Flash
• PetPetShawn

The Music Videos

The music videos of Novel Fergus and Novel Flash were directed by Howard Lui of Bakery, blending anime aesthetics with global hip-hop vibes to hook young audiences. The visuals were rich in modern elements and possessed a strong visual impact. These music videos quickly garnered over 500K organic views on TamJai SamGor’s Instagram shortly after launch.