Lede
Hong Kong’s deep-rooted obsession with siu mai has officially reached new heights. Hung Fook Tong, the city’s iconic wellness and snack chain, is celebrating its 40th anniversary by transforming its beloved “Siu Mai Sons” into collectible merchandise—including three limited-edition blind box keychain charms, a retro film camera, and an exclusive stamping event at its Happy Valley flagship store. Starting September 14, 2026, fans can snag these exclusive items through targeted purchases and interactive in-store activities, with some rewards available for as little as HK$1.
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For decades, few street foods have commanded the same devotion as siu mai—the steamed pork dumplings that anchor Hong Kong’s cha chaan teng culture. Now, Hung Fook Tong is banking on that passion, unveiling a fresh wave of character-driven collectibles that turn the humble snack into an object of desire.
The new “Siu Mai Sons” blind box series introduces three distinct personalities, each inspired by a real product flavor from the chain’s lineup. The characters are as follows:
- Kei Ji Siu Mai @ Party Time (Kei Ji Jai): Topped with a vibrant red wolfberry and dressed in festive party attire, this figure is designed to mark special occasions.
- Coriander Fish Siu Mai @ Shopping Time (Coriander Jai): Sporting a crown-like coriander leaf and carrying a classic red-white-blue Hong Kong shopping bag, this character embodies the city’s street markets.
- Spicy Wood Ear Mushroom Pork Siu Mai @ Baby Moment (Spicy Jai): A playful contrast—flames above its head paired with a baby pacifier, offering an unexpectedly cute twist.
Each blind box charm is valued at HK$98 and comes in a random sealed pack. To claim one, Hung Fook Tong’s own CLUB members must spend HK$400 or more on products or gift vouchers between September 14 and October 31, 2026. The offer is available while stocks last.
Beyond the Charms: A Retro Film Camera
For photography enthusiasts and nostalgic collectors, the brand is launching the “Next Stop Siu Mai Film Camera.” This novelty item merges street food culture with analog photography, recalling the disposable cameras of the 1990s. The camera comes with eight color film exposures and a transparent protective case.
Starting September 7, 2026, customers purchasing two sets of the “Siu Mai e-Coupon” (each set priced at HK$140) can add the camera for just HK$15. Alternatively, the camera can be purchased outright for HK$128.
In-Store Experience and HK$1 Swap at Happy Valley
The physical experience is equally compelling. Hung Fook Tong’s HFT Life store in Happy Valley (8 Sing Woo Road, G/F) has been transformed into a dedicated Siu Mai Sons photo zone. From now until December 31, 2026, visitors can complete a three-step mission:
- Stamp Collection: Head to the first floor of the Happy Valley branch to pick up a special postcard and stamp it with an exclusive Siu Mai Sons design.
- Social Media Check-In: Take a photo at the designated spot and upload it to Instagram or Xiaohongshu, tagging the official handles and using the hashtags #鴻福堂, #HFTLife, and #燒賣.
- Purchase and Redeem: Present the stamped postcard at the cashier with any purchase, and pay just HK$1 to receive a limited-edition Siu Mai bag. As a bonus, customers will also receive a Siu Mai-shaped mini magnetic lightbox for free.
These giveaways are strictly limited and available on a first-come, first-served basis.
Expanding the Reach
While the flagship event is centered in Happy Valley, Hung Fook Tong plans to extend the stamping activity to nine additional locations starting mid-September, including Hong Kong Station and Wong Tai Sin Centre. The brand has urged fans to monitor official announcements for specific dates and locations.
Broader Impact
This campaign is more than a promotional gimmick—it reflects a broader trend in Hong Kong’s F&B sector, where brands are increasingly leveraging nostalgia, character-driven merchandise, and experiential retail to deepen customer loyalty. For Hung Fook Tong, a brand that has long straddled the line between health products and comfort food, the “Siu Mai Sons” series represents a strategic pivot toward youth engagement and social media virality.
For collectors and casual fans alike, the takeaway is clear: act fast. With limited stock, a short redemption window, and high demand expected among Hong Kong’s devoted siu mai enthusiasts, these items are likely to sell out quickly. Whether you’re after the blind box charms, the retro camera, or the HK$1 shopping bag, the window of opportunity is narrow—but the rewards are uniquely Hong Kong.