Shatin’s New Town Plaza will transform into a carb-lovers’ paradise from August 28 to 30, 2026, with the “CHILL Bread Festival 2026.” Spanning nearly 6,000 square feet across two levels, the event brings together more than 30 renowned bakeries, over 300 baked goods, and three celebrated Taiwanese pastry chefs—all under one roof. Free to enter, the festival also offers early-bird passes at a 70% discount and exclusive dining deals, making it the ultimate summer finale for Hong Kong’s bread enthusiasts.
Event Overview
The festival takes place at the mall’s L1 Roman Arena, East Wing, and L3 spaces. Hours run daily from 12:00 p.m. to 9:00 p.m., with a 1:00 p.m. start on the opening day. Organizers have designed the venue to be both interactive and photogenic, featuring oversized bagel installations, bread-shaped benches, and even a dedicated “pet bakery” zone where furry friends can pose in aprons on miniature bread stools.
Participating Bakeries
A who’s who of Hong Kong’s baking scene will set up stalls, many offering festival-exclusive items. Notable names include:
- Kadorar Bakery – Known for its molten egg-pudding loaf, the shop will launch limited-edition pandan mochi buns, pumpkin cheese mochi bread, and a mentaiko cheese potato QQ.
- Manteigaria – The legendary Portuguese pastel de nata brand from Lisbon brings its cinnamon-dusted egg tarts to the event for the first time.
- Hei Shing Bakery – A specialist in traditional Hong Kong-style cakes and deep-fried egg doughnuts, emphasizing low-sugar and additive-free recipes.
- Ideality Bakery – A hidden gem from San Po Kong famous for its molten donuts, giant cream cakes, and nouvelle desserts.
- Midnight Bread Club – An Instagram-favorite that uses house-cultured sourdough and Japanese flour for chewy, crispy bagels.
- Leung Hau Snacks – A Bib Gourmand-recognized stall specializing in gua bao and pressed buns.
- Bread Secret – A 100% handmade bakery with zero chemical additives.
- BLENDIT – A local bagel artisan that will debut a 30-centimetre giant bagel exclusively at the festival.
- Muzi Bakery – Uses Japanese flour and New Zealand butter, with sourdough loaves fermented for 12 hours for a natural tang.
- 33 Cubread – A Japanese-style toast shop famous for its cube-shaped loaves and sweet-savory fillings.
Taiwanese Master Bakers Take the Stage
Three of Taiwan’s most influential bakers will fly in to serve as “guest shop managers” throughout the weekend.
- Wu Jie-Fu – With 28 years of experience, he rose from apprentice to master by refining traditional techniques. His signature “snail-shaped bread” evokes nostalgic childhood flavours, and he regularly tours Hong Kong and Taiwan to teach baking culture.
- Hsu Jia-Chi – Founder of “Happiness Bakery Together” and New Taipei City’s popular “Black Nose Scone,” he blends professional expertise with everyday practicality. A published author and former technical consultant, his work focuses on accessible yet high-quality baking.
- Huang Yu-Xiang – Owner of “Fong Li Bakery,” he is both an author and competition mentor. Specialising in natural yeast cultivation and complex fermentation, he integrates sculptural aesthetics into his sourdough and tangzhong creations, resulting in breads praised for their pure wheat aroma and silky texture.
Each master will demonstrate their craft and offer samples of their signature creations, giving attendees a rare chance to taste world-class artistry firsthand.
Dining Deals and Perks
Dozens of restaurants inside New Town Plaza will join the celebration with limited-time offers. Highlights include:
- PizzaExpress – Half-price on classic baked bread balls (originally HK$52) with a second item.
- Little Mermaid – Japanese A5 Yamagata wagyu rolls at HK$72 for two (regular HK$96).
- Bakehouse – With a “Carb Coupon,” buy one sourdough or brioche and get a free tea bag; buy two or more for a drip coffee pack; spend HK$200 and receive a branded tote bag.
- Delifrance – Buy-one-get-one-free on all bakery takeaway items.
- Outback Steakhouse – Take-home black sugar wheat bread for just HK$10 (was HK$13).
- Tang Palace Small Gather – Pan-fried buns with mapo tofu filling at HK$19 (originally HK$59).
- Oliver’s Super Sandwiches – Free hot drink with any Club sandwich purchase.
A full list of participating outlets and their deals will be published on the mall’s social media channels.
Photo Contest and Free Gifts
Visitors who snap pictures at the festival’s giant bread installations and share them on social media—along with any same-day receipt of minimum spend—can redeem a limited-edition bread-shaped keychain at the L1 The Point counter. Supplies are limited, so early birds are advised.
Early Bird Pass: Up to 70% Off
From now until August 27, The Point members can purchase a “CHILL Bread Festival Pass” for HK$98—a package valued at up to HK$340. It includes two HK$40 bread vouchers, one HK$40 drink voucher, a HK$20 dining voucher, and two HK$100 merchant vouchers. The first 300 buyers will also receive a free “Chill Stress-Relief Bread Button Toy” (worth HK$20). Additionally, shoppers who spend HK$300 or more at designated food, Play Park, or “Instant Earn” outlets can collect a stress-relief bread at the L1 East Wing.
Broader Impact
The CHILL Bread Festival is more than a shopping mall event—it is a community-driven celebration of Hong Kong’s vibrant baking culture, drawing both locals and visitors. By hosting international masters and spotlighting small artisan brands, New Town Plaza positions itself as a hub for culinary tourism. For carb-hungry families, Instagram collectors, and pet owners alike, this three-day festival offers an accessible, affordable, and delicious end to summer holiday plans. Organisers hint that similar festivals may follow if demand continues to rise.