In late March, passengers on an HK Express flight to Narita, Tokyo, experienced an unexpected twist when a middle-aged Chinese woman appeared at the front of the cabin instead of the usual flight attendant. Wearing a red T-shirt and sporting a bob, she began delivering an announcement in heavily accented Cantonese, catching the attention of passengers who quickly pulled out their smartphones to capture the moment. However, this was not the typical safety briefing. The woman, known as the Tam Jai Sam Gor Mixian’s famous “jehjeh” (auntie in Cantonese), was there to introduce a new mala-flavored instant noodle offering, marking the first collaboration between the airline and the renowned Hong Kong restaurant chain.
Founded in 1996 in Sham Shui Po, Tam Jai originally sold Yunnan-style rice noodles with a few broth choices. Over the years, it has grown into a widely popular chain with over 220 locations across Hong Kong, mainland China, Singapore, Japan, and Australia. The brand has established a fun, culturally rich identity, with the Tam Jai jehjeh becoming a beloved symbol of the chain. The archetypal jehjeh is a middle-aged woman from mainland China who speaks Cantonese with an accent, exuding a motherly warmth that has resonated with many customers.
In the past, the jehjehs were sometimes the subject of mockery online due to their accents, but Tam Jai has worked to change this narrative. Today, the company uses creative marketing strategies, such as forming bands or having the jehjehs model at fashion shows, to celebrate their role. This shift has been welcomed by locals, including Albert Kwon, a 32-year-old Hongkonger who believes the brand’s new approach is a positive change. He remembers the negative framing of the jehjehs in earlier years and is glad to see a shift toward celebrating them.
Tam Jai has also expanded its offerings beyond food, launching beauty products like lip balms and scented candles made from surplus pork fat, in collaboration with local institutions and mental health recovery programs. The packaging features a mascot designed by students from the Hong Kong Design Institute.
For HK Express, the collaboration with Tam Jai is a natural fit. The airline, which has long infused Hong Kong culture into its services, features street-food-inspired menu items such as curry fish balls, egg waffles, and Hong Kong-style French toast. HK Express also partners with local restaurants like Ging Sun Ho King of Bun, known for its shengjianbao, to bring unique Hong Kong flavors to passengers, making this partnership with Tam Jai a seamless extension of its cultural embrace.
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