Traveltalk was invited along to get a taste of the campaign being run by Time Out in conjunction with Hong Kong Tourism Board (HKTB) and Chin Chin Sydney.
The initiative is designed to celebrate Hong Kong’s vibrant food and drink culture and spark travel cravings for the destination.
Developed to coincide with the Hong Kong Wine & Dine Festival, the month-long activation gives Sydneysiders the chance to experience a taste of Hong Kong.
Every weekend throughout October, Chin Chin’s famous brunch (12–3pm, Saturdays and Sundays) will be transformed into a sensory celebration of Hong Kong, bookable on the Chin Chin website.
“We’re very excited to bring to life a taste of Hong Kong through this amazing month long Disco Yum Cha takeover here at Chin Chin,” said Karen Macmillan, Hong Kong Tourism Board Director for Australia, New Zealand & South Pacific.
“The inspiration for this is very much around Hong Kong’s unique dining culture, vibrant nightlife and award winning bars.”
Guests can indulge in a Yum Cha menu featuring authentic dishes from across the destination, plus a specially created Chin Chin cocktail that takes cues from, and was inspired by, Hong Kong’s bar scene, which boasts featured winners from Asia and World’s 50 Best Bars 2025, including Bar Leone, just voted ‘World’s Best Bar’.
A curated, retro Hong Kong disco soundtrack will set the mood, bringing the city’s nightlife flair to life.
Ms Macmillan said the event was a fantastic entrée to the Hong Kong Festival coming up between October 23 and 26.
“This year this four-day festival is going to be bigger and better than ever before,” she added.
“There’s amazing harbour front tastings, pop up street food stalls, exclusive master classes and amazing dining opportunities for everyone to go and try.
“Hong Kong is truly a culinary capital of the world and there’s something for every type of traveller and their budget as well, whether it’s dining at one of the 76 Michelin star restaurants, or going to the markets and enjoying some local street food.”
The activation is complemented by a digital campaign across Time Out channels, including a bespoke article and social video, both featuring the best restaurants and bars in Hong Kong.
“Through the Disco Yum Cha Brunch Takeover and a fully integrated digital campaign, we’re inviting our travel-loving, experience-hungry audience to savour Hong Kong flavours here in Australia – and inspiring them to discover the real thing for themselves in Hong Kong all throughout October,” said Kaylie Smith, Managing Director, APAC, at Time Out.
Main image: (LtR); Cindy Gilbert, Senior Manager, Marketing & Public Relations, AU, NZ & Sth Pacific, HKTB; Karen Macmillan, Director, AU, NZ & Sth Pacific, HKTB; Olivia Zeaiter, Senior Executive, Marketing & PR – AU, NZ & Sth Pacific, HKTB.
Pictures courtesy Anna Kucera
