From 2021 to 2022, ATL has been a part of the core festivities for Hang Heung in its efforts to inject energy into the traditional brand. These include promotions of its scrumptious rice dumplings over Dragon Boat Festival; the opening of its newest Bing Sut (café); its centenarian birthday and, subsequently, its 101st anniversary; as well as the spotlight mooncake launch for Mid-Autumn Festival 2021. For the latter, ATL hosted not only a promotional event at a new shopping mall brimming with KOLs and journalists, but also a mooncake-making workshop. Coverage – including mentions by VIUTV artists – peaked thanks to active seeding.
Lunar New Year 2022 saw Hang Heung’s first collaboration with Japanese cartoon Rilakkuma. A part of ATL’s PR strategy was a Chinese New Year cake-making workshop for prominent journalists that garnered positive feedback.
