The 360-degree campaign developed by Time Out’s Creative Solutions Team celebrates the best of Hong Kong food and drink at Chin Chin around the Hong Kong Wine & Dine Festival, giving Aussies a taste of Hong Kong and driving wanderlust to visit for themselves.
Time Out Australia, the global media and hospitality brand that inspires and enables people to experience the best of the city, has partnered with Hong Kong Tourism Board (HKTB) and Chin Chin Sydney to deliver a one-of-a-kind Disco Yum Cha Brunch Takeover this October – celebrating Hong Kong’s vibrant food and drink culture and sparking travel cravings for the destination.
Developed by Time Out Australia’s Creative Solutions team to coincide with the Hong Kong Wine & Dine Festival, the month-long activation gives Sydneysiders the chance to experience a taste of Hong Kong. Every weekend throughout October, Chin Chin’s iconic brunch (12–3pm, Saturdays and Sundays) will be transformed into a sensory celebration of Hong Kong.
Guests can indulge in a Yum Cha menu featuring authentic dishes from across the destination, plus a specially created Chin Chin cocktail that takes cues from, and was inspired by, Hong Kong’s bar scene, which boasts featured winners from Asia and World’s 50 Best Bars 2025. A curated, retro Hong Kong disco soundtrack will set the mood, bringing the city’s nightlife flair to life.
This limited-time activation blends food, culture and entertainment, inviting Australians to savour Hong Kong flavours now, and inspiring them to experience the real thing in the city itself.
The activation is complemented by a digital campaign across Time Out channels, including a bespoke article and social video, both featuring the best restaurants and bars in Hong Kong. The destination will reach Time Out’s travel-loving audience, who are more than three times as likely to identify as jet-setters and frequent diners, through aspirational travel and foodie content, curated in close collaboration with Time Out Hong Kong. Local editors and experts have gathered insider insights, from chefs’ perspectives to must-try dishes, showcasing both world-renowned dining institutions like The Chairman and Tate Dining Room, and authentic neighbourhood experiences such as the Lan Kwai Fong bar crawl and Tsim Chai Kee.
Time Out digital channels will extend the campaign beyond the brunch takeover and bespoke content, including targeted email campaigns, social media activity, and display advertising. Time Out’s Tastemaker influencer network will also attend an exclusive event during October, generating buzz and original content to amplify both the takeover and the broader campaign.
Kaylie Smith, Managing Director, APAC, at Time Out, says: “Time Out is the expert in helping people discover the best of the world’s cities, so partnering with Hong Kong Tourism Board and Chin Chin to bring a taste of Hong Kong to Sydney was a natural fit. Working closely with our Time Out Hong Kong local experts, we’ve curated an experience that blends authentic food, drinks and culture with Time Out’s signature flair for immersive events. Through the Disco Yum Cha Brunch Takeover and a fully integrated digital campaign, we’re inviting our travel-loving, experience-hungry audience to savour Hong Kong flavours here in Australia – and inspiring them to discover the real thing for themselves in Hong Kong all throughout October.”
Karen Macmillan, Hong Kong Tourism Board Director for Australia, New Zealand & South Pacific, says: “When promoting Hong Kong to Australians, we want to ensure our local activations reflect the fun and vibrancy of the city, as well as its elevated wining and dining scene. Hong Kong is one-of-a-kind, so we created a unique concept for the Disco Yum Cha Brunch Takeover in collaboration with Time Out. The timing is perfect with Hong Kong itself serving up the Hong Kong Wine & Dine Festival during October.”
Emma Prineas, PR and Marketing Director at Linkd Tourism, says “With the destination’s incredible food pedigree and buzzing culture, partnering with Time Out and Chin Chin on behalf of Hong Kong Tourism Board was a natural fit to inspire future travellers to explore. Like the perfect prawn har gow, wannabee travellers can dip themselves into the proverbial taste of Hong Kong – whetting their appetite for their very next trip, a short, direct flight away.”
Matthew MacLeod, Executive Chef of Chin Chin Sydney, says “We’ve taken all the colour, flavour and energy of Hong Kong’s famed food scene, and infused it with lots of bold Chin Chin flair, to dish up the ultimate yum cha feast. This one’s going to be a blast.”
To experience the Time Out x Discover Hong Kong Disco Yum Cha Brunch at Chin Chin this October, book via the link here.
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About Time Out
Time Out is a global brand that inspires and enables people to experience the best of the city through Time Out Media and Time Out Market. Time Out launched in London in 1968 to help people discover the exciting new urban cultures that had started up all over the city. Today, it is the only global brand dedicated to city life. Expert journalists curate and create content about the best things to do, see and eat across over 350 cities in over 50 countries, and across a unique multi-platform model spanning both digital and physical channels. Rooted in the Time Out brand, Time Out Market is the world's first editorially curated food and cultural market, bringing a city's best chefs, restaurateurs and cultural experiences together under one roof. The portfolio includes 13 Markets in cities such as Lisbon, Dubai and Osaka, and several new locations with expected opening dates in 2025 and beyond, in addition to a pipeline of further locations in advanced discussions. Time Out Group PLC, listed on AIM (AIM: TMO), is headquartered in the United Kingdom. Learn more at www.timeout.com and LinkedIn.
About Hong Kong Tourism Board
The Hong Kong Tourism Board (HKTB) is a government-subvented body tasked with maximising the contribution of tourism to Hong Kong’s economy and upholding Hong Kong as a world-class travel destination.
The HKTB works in partnership with relevant government departments and organisations, the travel-related sectors, and other entities related to tourism in marketing and promoting Hong Kong worldwide, while enhancing visitors’ experiences through providing diverse and quality tourism products and services. The HKTB has 15 Worldwide Offices and representatives in 7 markets.
The destination is proving increasingly popular with Australian visitors, with a 32% increase year-on-year in Aussie travellers (January to August 2025). www.discoverhongkong.com/anz