Hong Kong’s beloved noodle chain, TamJai Yunnan Mixian, is marking its 30th anniversary with a multifaceted campaign that blends fitness culture, dining innovation, and community support. The celebration, which launched this month, centers on a mobile game that rewards gym-goers with a year of free meals, alongside the debut of an open-concept flagship store in Tseung Kwan O and a limited-edition charity auction of hand-painted Russian nesting dolls.
App Game Rewards Fitness Enthusiasts
Capitalizing on the rising trend of health-conscious eating and exercise, TamJai has introduced “Top Gym Showdown,” an interactive game within its mobile app. Designed for fitness fans, the challenge encourages participants to complete five “muscle-building tasks” over a set period. These include purchasing any noodle bowl or set meal with an added protein topping, ordering a designated Gym Meal twice, adding fresh vegetables to a meal, buying a large beverage, and selecting the Gym Buddy two-person set.
Players who complete all tasks earn the title “Muscle Prince” and enter a draw for the grand prize: 12 months of free Gym Meals, distributed as 12 vouchers with one issued automatically every 30 days. The initiative taps into Hong Kong’s growing appetite for functional eating, offering a playful incentive to pair regular exercise with balanced dining.
Flagship Store Delivers New Dining Experience
TamJai has also opened its first “open-concept flagship store” at Metro City Plaza Phase 3 in Tseung Kwan O. The venue features a wood-accented, minimalist design that aims to create a relaxed yet modern atmosphere.
A key attraction is the fully transparent open kitchen, allowing diners to watch staff prepare their meals in real time—a first for the chain. Complementing the noodle menu, the store introduces exclusive grilled skewers, available in chicken, pork belly, beef, chicken cartilage, eggplant, and pork collar. Priced at HK$17 for two skewers or HK$21 for three, customers can choose from four house-made sauces: classic spiced salt, curry sauce, ginger-lemongrass sweet and sour, or the signature spicy mala sauce.
The flagship outlet operates daily from 7:15 a.m. to 10:00 p.m., catering to early risers and late diners alike.
Charity Auction Honors Brand Heritage
To celebrate its three-decade legacy, TamJai has produced just 30 hand-painted Russian nesting dolls depicting the iconic “TamJai Sisters”—the chain’s beloved servers. Each doll, when opened, reveals the sisters in various work and daily-life scenes, offering a whimsical tribute to the brand’s human touch.
The dolls are being auctioned online, with proceeds after costs donated to HER Fund, a grassroots organization that support women’s empowerment and self-development. The auction runs exclusively through the TamJai mobile app. The brand also hints at a future blind-box series featuring three popular staff roles: branch manager, cashier, and noodle chef.
Broader Impact and What’s Next
TamJai’s 30th anniversary campaign goes beyond marketing gimmicks, reflecting a strategic push to engage younger, health-oriented consumers while reinforcing its community roots. By linking fitness, food, and charity, the chain positions itself as a modern, socially conscious brand. For customers, the mobile game offers a tangible reward for healthy habits, while the auction extends support to a cause that resonates with many of its female workforce.
As the anniversary year unfolds, TamJai plans to roll out additional menu innovations and store upgrades across Hong Kong. For now, fitness enthusiasts and collectors alike have a reason to visit their nearest outlet—whether to work toward that free year of meals, sample the new grilled skewers, or bid on a piece of brand history.