San Miguel is amplifying its “Brewed in Hong Kong” message with a creative campaign that taps into local pride. Point-of-sale materials (POSM) in Chinese restaurants feature iconic Hong Kong dishes alongside San Miguel Pale Pilsen, emphasizing the brand’s authentic connection to Hong Kong.
Beyond physical stores, San Miguel is engaging online audiences through a social video program on the popular local YouTube channel, Rice Xi. These videos showcase three existing outlets, while a separate collaboration with four key opinion leaders (KOLs) on China’s XHS platform promotes four new or upcoming tourist-friendly venues.
