Retail in Asia


Tam Jai International launches its first charitable NFTs collection

Tam Jai International Co. Limited (“TJI” or the “Company”), a mixian-specialised fast casual restaurant chain, announced to roll out its first-ever NFT collections – Souper Hero, and is leading TamJai Yunnan Mixian (“TamJai”) or TamJai SamGor Mixian (“SamGor”) together to The Sandbox metaverse.

SEE ALSO : Harvey Nichols opens NFT retail concept space in Hong Kong

Not only is the NFT project an effort to adapt to the evolving lifestyle among the younger generations, it is also a long-term commitment to nurture homegrown art talents and promote art appreciation under the collaboration with “Out of the Cube” project by Hong Kong Arts Centre (HKAC), the beneficiary of the charitable NFTs project. In addition, the Souper Hero project will also enhance the CRM programme with NFTs as loyalty valuators to shower members with an array of privileges such as free mixian (noodles) redemption, as well as numerous offers online and offline for a fantastic O2O experience.

10,020 pieces of unique NFTs will be expected to be minted, of which 1,000 are reserved for whitelisting with the pre-sale scheduled on 8th June 2022 and 20 for auction. The Souper Hero NFTs are marked at HKD500 (USD 63.71) each officially. While the majority of the NFTs trading are usually done by cryptocurrencies, the Souper Hero can be purchased simply through fiat money such as credit cards (Mastercard or Visa) on Artzioneer, the official marketplace of this project.

Owners of the Souper Hero NFTs are entitled to privileges, such as a free bowl of mixian (noodles) with two toppings, a complimentary VIP membership at either TamJai or SamGor, as well as invitation to private events. In an offline context, a metaverse zone will be curated in the HKAC, hosting a series of digital art curation workshops given by professional artists from The Sandbox, a decentralised metaverse platform that offers gaming experiences where everyone can own, create and monetize.

As a brand icon and a local cultural symbol, the familiar TamJai JehJeh (waitresses) uniform will play a significant role in the metaverse. TJI invites talented artists and fans to unleash their creativity in its TamJai Fashion Show 2.0 to customise their 3D NFT avatars, ranging from Enoki-mushroom Man to virtual TamJai JehJeh and SamGor.

SEE ALSO : Learn more about the metaverse and NFT Marketing at MarketingPulse 2022 

“The Souper Hero is unique in the sense that it carries a great deal of cultural values and exclusivity. It surely makes for a desirable investment item, but unlike the majority of NFT products in the market, the Souper Hero is a charitable project that aims to nurture homegrown artists and make digital arts accessible to all, not just to a limited group of affluent investors. It is a series of timeless collectibles with a very good cause.” Daren also extends his gratitude to his business partners and collaborators, namely EY Mtel, The Sandbox, the HKAC, Artzioneer, and the digital marketing consultant GoGoChart, for making this possible. “Looking forward, TJI will launch more innovative marketing initiatives to stay connected with customers and create more values to the community,” said Mr. Daren Lau, Chairman, Executive Director and Chief Executive Officer of TJI.

Source : Tamjai International