In partnership with Noah Workshop, Neighbour Co. was appointed to lead the strategic planning and creative direction for Tam Jai Mixian’s global brand asset creation, strengthening their international expansion across Australia, Japan, Malaysia, the Philippines, and Mainland China.

Our strategy meticulously mapped the total customer journey, covering everything from soup tasting experience and the warmth of staff assistance to the takeaway service. To ensure the brand resonates deeply across diverse territories, we implemented a multi-ethnic casting strategy featuring White, Black, Southeast Asian, and North Asian talent. By executing an overseas production in Melbourne alongside an international photographer and production unit, we brought these brand assets to life with world-class quality. Today, they power every brand touchpoint and advertising material, successfully helping this iconic Hong Kong brand thrive on the global stage.