Hong Kong’s homegrown Chum Tea brand is taking its popular unsweetened brews directly to the streets. Starting October 21, the company launched an ambitious 21-day giveaway spanning 15 districts, giving passersby a chance to secure a free 500mL or its newly introduced 920mL “incremental pack” bottle. The giveaway requires minimal effort: a quick social media follow or a brief 10-second interactive game unlocks the locally-made refreshment.
A Two-Tier Reward System for Daily Commuters
Designed to shake up the midday routine, Chum Tea has lowered the barrier for participation dramatically. Securing a classic 500mL bottle requires simply following the brand’s official Instagram account on the spot. For those drawn to the generous 920mL format—ideal for a long afternoon—a more engaging task awaits. Participants can challenge their observation skills in the “Capacity King” game, a fast-paced 10-second visual puzzle. Spot the hidden giant bottle among the display, and the supersized prize is yours.
Five Hong Kong-Made Flavors to Choose From
Staying true to its “Hong Kong Made” promise, Chum Tea sources and produces its beverages locally. The pop-up stations will feature a complete lineup of the brand’s five signature unsweetened tea flavors, catering to a city increasingly mindful of sugar intake:
- Classic Oolong
- Fragrant Jasmine Green
- Bold Dahongpao Oolong
- Smooth Matcha Cloud (雲抹®)
- Earthy Xiao Cha Pu’er (消茶®)
The Route: A Strategic Path Through the City
Operating daily from 12:00 PM to 7:00 PM, the tour aligns its stops with the city’s daily rhythm, hitting business hubs on weekdays and shopping clusters on weekends.
- Week 1 (Oct 21–25): The tour opens in Quarry Bay and Tsuen Wan, features a roving “Chum Tea Truck” mystery stop on Friday, then settles into heavy footfall zones like Tsim Sha Tsui and Mongkok.
- Week 2 (Oct 26–Nov 1): Residential corridors take priority, with stops in Tai Wai, Tai Po, Kwai Chung, and Lai Chi Kok, before bouncing back to central Kowloon and Causeway Bay.
- Week 3 (Nov 2–10): The finale targets Hong Kong’s core business districts, including Central Ferry Pier, Wan Chai, Tuen Mun, Sham Shui Po, Kwai Fong, and San Po Kong.
Important Details for Participants
Organizers caution that the schedule may shift due to weather or road conditions. The brand advises checking its official social media channels for real-time updates. As with all giveaways of this scale, stock is limited and operates on a strict first-come, first-served basis.
A Strategic Sip for the Brand
Beyond the immediate excitement, this campaign represents a calculated move in Hong Kong’s competitive beverage market. By introducing a larger format and putting it directly into consumers’ hands, Chum Tea builds immediate product affinity through experiential marketing. The 920mL size signals a push into the “long-drink” segment, positioning the locally-made product as a direct alternative to large-format sodas and bottled water. For Hong Kong consumers, it’s a rare, low-commitment chance to sample a premium, unsweetened local product while exploring their city.