[Further Reading] Hong Kong Soya Adverts in the "TV with Dinner" Era

The Golden Age of Hong Kong Soya Advertising — Looking Back at the “TV with Dinner” Era

In the Hong Kong of old, many families would watch television while eating dinner, and TV commercials were an important part of life for the older generation. That era of “din si lou faan” (電視撈飯, literally “TV mixed with rice” — watching television over dinner) gave birth to many familiar jingles and advertising stars who won a place in people’s hearts. Starting with Hong Kong soya brand Vitasoy, let us revisit some of its classic television commercials from the past few decades.

Building a New Image with Television Advertising in the 1970s

In the 1970s Vitasoy launched its 《點只汽水咁簡單》 (“More than just a soft drink”) campaign to build a new image. The commercial starred young idol Josephine Siao and The Wynners, with the jingle sung by Roman Tam and The Wynners.

The 1970s: “More than just a soft drink” (點知汽水咁簡單)

The Energetic 1980s

The 1980s: “Childhood, then as now, just as lovely” (童年現在一般可愛)

The Emigration-Wave Era of the 1990s

In the 1990s Hong Kong went through a wave of emigration. In 1992 and 1994 Vitasoy released the commercials 《何時何地都想念你》 (“Missing you wherever, whenever”) and 《鄉情》 (“Longing for home”), telling the stories of a son leaving to study abroad and of tears at the sight of a grandfather’s departing figure before a farewell — reflecting the homesick feelings of the many Hong Kong people then emigrating overseas.

Television commercial series from around the 1997 handover:

1992: Lo Man Kit, 《何時何地都想念你》 (“Missing you wherever, whenever”)

1994: Benny Chan Ho-man, 《始終係維他奶 - 鄉情》 (“It’s always Vitasoy — Longing for home”)

In the late 1990s Vitasoy highlighted a youthful brand image to win over young customers.

1997: Daniel Chan, 《始終係維他奶 - 阿Wing》 (“It’s always Vitasoy — Ah Wing”)

1998: 《香港新生代 幾時都係維他奶》 (“Hong Kong’s new generation — Vitasoy, any time”)

The 2000s: “Bringing a smile to every Hongkonger” and the Stand by Me series

The “始終有益維他奶” (“Always good for you, Vitasoy”) television commercial series:

《維他奶補習室 - 搭訕篇》 (“Vitasoy Tutorial Room — Striking up a chat”)

《維他奶補習室 - 請人食凍柑篇》 (“Vitasoy Tutorial Room — Treating someone to a chilled mandarin”)

《維他奶 - 至緊要得你開心系列》 (“Vitasoy — What matters most is your happiness” series), selected 2003 commercials

2003: Bringing a smile to every Hongkonger

2003: Bringing a smile to every Hongkonger

Stand by Me, 2009

Stand by Me, 2015

Last updated: November 2022. The further-reading links above supplement the Hong Kong Brand Museum’s parent-child picture book The Story of Soya Products (《豆品的故事》). Every effort has been made in producing the book to ensure the accuracy and completeness of its content; if anything has been omitted or needs updating, please do not hesitate to let the author know.