Hong Kong’s iconic sweetener brand marks a milestone with café partnerships, custom sugar packets, and exclusive gift boxes.
Taikoo Sugar is celebrating its 145th anniversary with a second wave of activities centred on the theme “One Sugar, Keep Charging.” From June through July 2025, the brand is teaming up with local coffee shops, bubble tea chains, and cookie makers to offer limited-edition sugar packets, speciality drinks, and commemorative gift sets. The campaign extends Taikoo Sugar’s legacy beyond the pantry and into the city’s vibrant food-and-beverage scene.
A Sweet History, a Fresh Chapter
Founded in 1880, Taikoo Sugar has been a household name in Hong Kong for generations. Its latest anniversary push aims to connect with younger consumers while honouring a heritage that spans nearly a century and a half. The first phase of activities rolled out earlier this year; the second phase, announced in early June, shifts focus to direct collaborations with cafés and restaurants where sugar is an everyday ingredient.
“We want people to experience the quality of our sugar in a contemporary context,” a brand spokesperson said. “Partnering with popular local brands allows us to meet customers where they already enjoy their coffee and tea.”
Three Collaborations, Two Months of Exclusives
The campaign features three distinct partnerships, each running for a limited period.
1. Limited-Edition “Golden Saying” Coffee Sugar Packets
From 1 June to 30 June, customers who spend a minimum amount at select outlets of participating cafés can redeem a free pack of Taikoo Sugar’s 145th-anniversary sugar sachets, printed with motivational slogans. Eligible locations include:
- Islet Coffee Lab – Quarry Bay branch
- Cupping Room – Central and Kwun Tong (APM) branches
- the street café – all outlets
Redemptions are while stocks last. Each packet contains individually wrapped sugars designed to brighten a coffee break.
2. Wanpo Island Tea’s Seasonal Strawberry Cheese Green Tea
From 15 June to 15 July, Wanpo Island Tea—a popular Taiwanese-style beverage chain—will use Taikoo’s raw cane sugar in an exclusive drink: the Strawberry Cheese Green Tea. The beverage blends the natural sweetness of cane sugar with strawberry and creamy cheese foam, offering a twist on the brand’s classic tea line. Available across all Wanpo branches in Hong Kong, the drink is priced at standard menu rates.
3. Mrs. Fields Cookies’ 145th Anniversary Gift Box
From 1 July to 31 July, Mrs. Fields Cookies Hong Kong will launch a special anniversary cookie box. The set includes eight cookies of the customer’s choice from the full menu, plus a limited-edition 145th-anniversary mini eco-bag. The gift box is available at all Mrs. Fields outlets and can be pre-ordered online.
What This Means for Hong Kong’s F&B Scene
Taikoo Sugar’s strategy reflects a broader trend: legacy brands leveraging pop-up collaborations to stay relevant. By pairing with independent cafés, a fast-growing bubble tea chain, and an international cookie brand, the campaign crosses multiple consumer segments—from office workers grabbing a morning latte to teenagers queuing for milk tea.
For smaller partners like Islet Coffee Lab and the street café, the collaboration offers foot traffic and a story to share with customers. For Wanpo Island Tea, it’s a chance to differentiate a seasonal drink using a trusted local ingredient. And for Mrs. Fields, the anniversary box adds a collectible element to an otherwise familiar product.
How to Take Part
All promotions are subject to availability and terms set by each partner. Customers should confirm participation details directly with the outlets before visiting. The offers cannot be combined with other discounts unless stated. Taikoo Sugar has indicated that no further phases of the anniversary campaign have been confirmed, but additional activities may be announced later in the year.
Beyond the Promotions
Taikoo Sugar’s 145th-anniversary push is more than a marketing exercise—it’s a reminder of Hong Kong’s evolving food culture. As consumers become more ingredient-conscious, the brand’s emphasis on raw cane sugar and local sourcing aligns with the city’s growing demand for quality and traceability. Whether through a packet of sugar in a café or a cookie gift box, the campaign invites Hongkongers to savour a small piece of history with every sweet moment.