Calbee, the renowned snack food corporation, has partnered with Citygate Outlets in Tung Chung to launch an extensive, celebratory installation titled “Golden-Crisp New Year,” commemorating the brand’s half-century milestone in the Hong Kong market while aligning with the vibrant atmosphere of the Lunar New Year. Running until March 8, the immersive experience at the popular outlet mall features eight supersized, interactive exhibits, dedicated photo opportunities, gaming challenges, and an exclusive pop-up store offering limited-edition memorabilia. This collaboration transforms the retail space into a nostalgic celebration of beloved potato crisps and crackers, drawing visitors of all ages.
Commemorating a Half-Century of Crunch
Calbee’s 50th anniversary in Hong Kong underscores the deep cultural connection the brand has forged over the decades, making its products synonymous with local childhoods and daily life. The “Golden-Crisp New Year” installation offers fans a chance to engage directly with the iconic Calbee universe.
The heart of the display features eight oversized installations, bringing staple Calbee characters and products to life. Visitors can encounter towering sculptures, including a depiction of cascading potato crisps pouring into a giant snack bowl. Beloved mascots—such as Jagabee Potta the potato fairy, Pote Kun, the Kappa Ebi Family, and Jagarico Kirin—are integrated throughout the exhibit, often sporting traditional Lunar New Year attire to enhance the festive theme.
Beyond static displays, the attraction emphasizes interactivity:
- Crispy Grab Challenge: Visitors can test their skills at the ‘Fortune Catcher Station,’ cheered on by Jagarico Kirin.
- Potta-stic Game Garden: The L2 Atrium floor has been transformed into a giant board game area, complete with dice rolls and seesaws modeled after French fries and shrimp sticks.
- Shrimp-venturous Catch Interactive Game: An opportunity to “fish” for shrimp alongside the Kappa Ebi Family adds a playful dimension to the experience.
Exclusive Merchandise and Collectibles
A major draw for collectors is the ‘Calbee Golden Crunch House Pop-up Store,’ operational on weekends and public holidays. Architecturally housed within a gigantic Jagabee Fries structure, the store is flanked by potato-inspired seating and Jagabee Potta installations.
The pop-up offers a curated selection of Hong Kong exclusives and first-release Calbee merchandise. Items available range from cuddly Jagabee Potta plushies and fuzzy crossbody bags shaped like the mascot, to commemorative Lunar New Year cushions featuring Pote Kun and friends that unfold into blankets.
Additionally, an Instagrammable sculpture on the L2 Bridge showcases Jagabee Potta in the guise of the God of Wealth (Cai Shen), symbolizing prosperity for the New Year. Adjacent to this display, wall-mounted gacha machines offer lucky visitors the chance to win exclusive Calbee-themed charms and griptoks.
Engaging Challenges Secure Limited-Edition Gifts
The collaboration extends beyond visual displays and retail, incorporating digital engagement to reward loyal customers. Citygate Outlets and Calbee are offering a limited-edition Citygate Outlets x Calbee Multi-Purpose Clips Blind Box, featuring 12 unique crisp packet designs.
Interested participants must complete several steps to qualify for a chance to receive this collectible item:
- Register as a Club CG pre-member via the Taikoo+ App or Citygate Outlets WeChat Mini Programme.
- Participate in the ‘Golden Sticks MasterChef Digital Game’ and the ‘Shrimp-venturous Catch Interactive Game’ at the L2 Atrium to fulfill designated missions.
- Follow Citygate Outlets on official social media channels.
This integrated campaign effectively marries nostalgia, cultural celebration, and retail strategy, providing a compelling festive destination for Hongkongers. By focusing on interactivity and high-demand collectibles, the partnership reinforces Calbee’s legacy while driving foot traffic to Citygate Outlets during the peak holiday season.
