Japanese snack giant Calbee ignites the Hong Kong market with the dual release of a highly anticipated new product, BBQ Shrimp Chips, and a major interactive pop-up event celebrating the Lunar New Year. Following the success of the recent “Hot Wave Shrimp Chips,” the new BBQ flavour – a nostalgic staple in Hong Kong snacking culture – officially hits shelves beginning February 6, 2026. Simultaneously, Calbee collaborates with Citygate Outlets (Tung Chung) to host the “Potato Prosperity” (“『薯』來運到”) pop-up from January 30 to March 8, offering shoppers eight interactive photo opportunities, exclusive merchandise, and family-friendly games.
The new Calbee BBQ Shrimp Chips represent a strategic fusion of two beloved snack profiles. Leveraging the brand’s established expertise in producing crispy, fresh shrimp chips made with whole shrimp, Calbee has successfully transferred the distinct smoky, savoury, and slightly sweet seasoning famously associated with its BBQ potato chip line onto the light, airy shrimp base. This pairing aims to tap into deep-seated Hong Kong culinary preferences and collective consumer nostalgia. The chips will be available across Hong Kong’s supermarkets, convenience stores, and retailers starting on the launch date in both 40g and 80g packages.
Calbee’s “Potato Prosperity” Event Captivates Shoppers
In synergy with the product launch, Calbee and Citygate Outlets have transformed the shopping centre into a celebratory “Crisp Wonderland,” reinforcing the brand’s lengthy history in the region, which dates back to 1976. The “Potato Prosperity” event is designed to offer a vibrant, engaging experience for families during the festive season, leveraging the widespread recognition of Calbee’s iconic characters and packaging themes.
Key Highlights of the Eight Featured Installations:
- “Potato Harvest” (『薯』滿缽滿): Located on the ground floor, this installation features a massive, 3.8-metre depiction of overflowing potato chips, symbolizing abundance and prosperity for the new year.
- “Crisp Wonderland” (奇『脆』樂園): The central attraction in the second-floor atrium, this giant board game setting incorporates oversized versions of popular Calbee characters, including Jagabee Potta and the Kappa Ebisen shrimp family, inviting visitors into a playful, interactive journey.
- Exclusive Merchandise Pop-Up: The “Golden Potato House” (“金『薯』滿屋”) is a dedicated flash sale store featuring unique, Hong Kong-exclusive merchandise. Shoppers can find celebratory items like the Jagabee Potta plush bag and limited-edition comfort sets, including a throw blanket and pillow. A special Potta mini heart plush will be available for Valentine’s Day (starting February 7).
Visitors can also participate in digital and interactive games, such as the “Crisp Fishing Fun” and “Potato Artistry Challenge,” held daily from 12 PM to 7 PM in the Level 2 atrium. By becoming a CLUB CG member and completing simple social media tasks, participants can redeem a limited-edition Calbee multipurpose clip blind box.
The collaborative event at Citygate Outlets, running through early March, serves as a significant consumer engagement effort, providing a tangible way for fans to connect with the brand beyond merely purchasing its products. This experiential marketing approach, centered around festive themes, is anticipated to drive strong interest in the new BBQ Shrimp Chips and solidify Calbee’s position as a dominant force in Hong Kong’s competitive snack food landscape. Food enthusiasts and collectors are encouraged to mark their calendars for the product launch and the exhibition dates to fully experience this limited-time Calbee celebration.