Hong Kong Milk Tea Day 2014
FrieslandCampina (Hong Kong) Ltd
The Hong Kong Milk Tea Day is a new approach of cultural promotion that not only cooperates with NGOs and training organizations, but is also widely supported by over 200 teashops, successfully promoting the culture and enjoyment of milk tea drinking
INTRODUCTION
Since the colonial era, Hong Kong style milk tea has become the signature local cultural icon. The milk tea making technique has been listed in the First Intangible Cultural Heritage of Inventory of Hong Kong launched in 2014, recognized as a traditional craftsmanship. Hong Kong style milk tea witnessed the growth of Hong Kong throughout the past decades, representing the spirit of Hong Kong people and becoming the iconic beverage of the city. Milk tea masters spent decades to practice making a prefect cup of milk tea. Black&White Evaporated Milk, as recommended by most of the milk tea masters, is the key ingredient of Hong Kong style milk tea that brings unique taste, texture, aroma and richness to milk tea at most, representing the spirit of this authentic culture.Black&White recognized the importance of sustaining the heritage of local milk tea culture, and to promote to the next generation and population at large, it first initiated the Hong Kong Milk Tea Day in 2013. It is a campaign that does not only promote the unique Hong Kong style milk tea drinking culture, to bring the enjoyment of drinking milk tea across all generation to cheer up Hong Kong people, but more importantly, to sustain the culture by carrying forward the traditional Hong Kong style milk tea making technique to the next generation.
FRAMEWORK AND STRATEGY
By initiating the Hong Kong Milk Tea Day, Black&White sustains the Hong Kong Style milk tea making technique through partnership with local charity organizations including the Evangelical Lutheran Church of Hong Kong (ELCHK), the Holland Hostel of Hong Kong Student Aid Society, and the Hong Kong Confederation of Trade Unions Education Foundation Limited (HKCTU) to provide training to local youngsters and preparing them for work in food and beverage catering industry.Junior milk tea masters were enrolled to the Junior Milk Tea Master Competition on the Hong Kong Milk Tea Day. They were not only to compete the milk tea making skill, but also to promote the milk tea drinking culture by preparing hot milk tea for audiences and the public, sharing the unique taste and enjoyment with the Hong Kong population at large. Black&White has also joint forces with over 200 teashop customers to promote the milk tea drinking culture by distributing free milk tea to the public at different key districts in the city.
ACHIEVEMENT AND IMPACT
The Hong Kong Milk Tea Day is a new approach of cultural promotion that not only cooperates with NGOs and training organizations, but is also widely supported by over 200 teashops, successfully promoting the culture and enjoyment of milk tea drinking. The campaign created a record for Hong Kong of close to one-third of population drinking milk tea on Hong Kong Milk Tea Day campaign.Hong Kong Milk Tea Day develops a platform that enables the traditional Hong Kong style milk tea making technique to be carried forward to the next generation by provision of training to 31 youngsters and hosting the innovative Junior Milk Tea Master Competition. Black&White brought in the most reputable experts and organizations in town by partnering with two local charities for junior milk tea master training, supported by local reputable training organization HKCTU and Ngan Lung Restaurant Group, the local famous tea house chain to be the competition coach.
FUTURE DIRECTION
The population is aging, and so are the local senior milk tea masters. Black&White recognizes the responsibility to enable the technique sustainability and continues to lead the culture through milk tea mastering skill training. By expanding our efforts in training and education, it is expected to groom new junior milk tea masters by more than double in 2015. Hong Kong Milk Tea Day is never a one-off but continuous project. Moving forward, Black&White will continue to seek additional opportunities to support the development of Hong Kong style milk tea to be a signature festival of Hong Kong.
Royal FrieslandCampina provides high quality dairy worldwide at over 100 markets. With over 140 years dairy expertise, the company brings Black&White to Hong Kong in 1940s. The Black&White unique full cream evaporated milk soon led the culture of Hong Kong style milk tea that grew together with the Hong Kong people for over 70 years.
