Dentsu Hong Kong and Café de Coral have joined forces for a high-energy, brand-led activation at the city’s premier crossover IP festival, CON-CON HONG KONG 2026 (CON-CON). Held on April 4-5 at AsiaWorld-Expo, dentsu Hong Kong brought Café de Coral’s “Hong Kong Flavour is a Must” platform to life by delivering an end-to-end creative takeover. The activation seamlessly blends traditional “Hong Kong-style” dining culture with CON-CON’s vibrant fandom, creating immersive, interactive experiences native to the festival’s cross-cultural atmosphere.
Ahead of the festival, dentsu Hong Kong teased the floor with a light-hearted social takeover on Café de Coral’s newly refreshed Instagram. Introducing a playful, limited-edition pop-up character named “Menu Mate,” the brand hosted an interactive Ask-Me-Anything that blended humour, local references, and brand storytelling. This digital-to-physical crossover built online hype before dropping the character directly onto the festival floor.
Throughout the event, the activation unfolds as a playful takeover of the festival floor, led by the “Menu Mate” mascot. Dressed in Café de Coral’s iconic menu board, the roaming character blends cosplay and performance, injecting Hong Kong local culture directly into the CON-CON universe and interacting with fans in a way that felt native to the festival’s IP-driven culture.
Complementing “Menu Mate”’s presence, the activation invited audiences to enjoy Hong Kong street snacks, take part in a tongue-twister challenge, and capture the moment at a social-ready photo spot grounded in local culture.
“Café de Coral has always been a staple of everyday Hong Kong life, and we want to continue engaging with our community wherever they are.” said Angel Tam, Director (Marketing), Café de Coral. “By joining an exciting IP event like Con-Con, we are stepping outside our restaurants to share the fun and create memorable experiences right alongside our customers.”
“To truly connect with the audience, we knew we couldn’t just show up as an exhibitor, but needed to show up as a fan,” said Diana Tam, Managing Partner & Director of Operations, dentsu Hong Kong. “Our vision was to take Café de Coral and seamlessly weave it into pop culture. It’s about creating unexpected, joyful moments together, proving that iconic brands can be just as dynamic and relevant as the IPs these communities celebrate.”
Credits:
Café De Coral
CEO: Piony Leung
General Manager: Janice Cheng
Marketing: Angel Tam, Heidi Tam, Kennie Cheung, Tiffany Tso, Zoe Li
Dentsu Hong Kong
Creative: Jeffry Gamble, Timothy Lee, Blue Wong, Kuga Ku, Cyrus Chung, Emily Fang
Account Servicing: Diana Tam, Phoebe Wong, Josephine Tang
Media: Nicholas Siu, Wing Choi, Esme Lam
