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TJI Presents First-ever Charitable NFTs, Souper Hero and a Groundbreaking Entry into The Sandbox Metaverse

By May 23, 2022June 27th, 2022No Comments

Press Release

TJI Presents First-ever Charitable NFTs, Souper Hero and
a Groundbreaking Entry into The Sandbox Metaverse

Net Proceeds to Hong Kong Arts Centre to nurture homegrown artists
Complimentary VIP membership with food redemption, exclusive events, and many more

23 May 2022


(Hong Kong, 23 May 2022) Tam Jai International Co. Limited (“TJI” or the “Company”; HKEX stock code: 2217), a leading and renowned mixian-specialised fast casual restaurant chain, announced to roll out its first-ever NFT collections Souper Hero, on 19 June 2022 and is leading TamJai Yunnan Mixian (“TamJai”) and TamJai SamGor Mixian (“SamGor”) together to The Sandbox metaverse, becoming a pioneer of the industry to envision revolution by integrating with emerging technology powered by Strategy & Technology Consultant, EY Mtel Solutions Limited  (“EY Mtel” ) in the era of Web 3.0! The project is also supported by Artzioneer as the official Marketplace which accepts fiat money such as credit cards (Mastercard/ Visa) and makes the NFT trade highly accessible to all. 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.

The first launch of TamJai-themed avatars featuring familiar TamJai items: accessible for all with trading can be made by fiat money

The Souper Hero is comprised of four series, each created by a local comic artist: Justin Wong, Kam Siu Man, Big Y, and Chow Siumou. The series feature familiar TamJai items beloved by fans, including TamJai Topping series, TamJai JehJeh series, SamGor Topping series and Samgor Character series. 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 8 June 2022 and 20 for auction (details of whitelisting and auction to be announced). The Souper Hero NFTs is marked under a very friendly price of HKD500 each officially. While 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, as the brand believes that art in any forms should be available to anyone and everyone.

Owners of the Souper Hero NFTs are entitled to fabulous 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. They can also gain bonus points to redeem rewards, along with a vast array of surprise perking down the road!

A long-term, charitable project with HKAC to cultivate digital artists

While most NFT projects are business-oriented, TJI makes its endeavors on corporate social responsibility by donating all net proceeds from the Souper Hero project to the HKAC’s “Out of the Cube” project to support the local digital artist communities and foster digital art training and education in long run. Artists are invited to join the Creator Grooming programme, a regular programme in “Out of the Cube” by the HKAC, to sharpen their digital artmaking skills. What’s more, art appreciation is made accessible to all through this meaningful, charitable collaboration.

Gamified fun in The Sandbox makes for an exciting O2O experience

In an offline context, a metaverse zone will be curated in the HKAC, hosting a series of digital artmaking workshops given by professional artists from The Sandbox, a leading decentralized metaverse platform which offers gaming experiences where everyone can own, create and monetize. TJI is also paving the way to building its ‘edutainment hub’ on its LAND in The Sandbox metaverse where avatars and NFT items created by the community members will be showcased. It will become a perfect place for interactive virtual exhibitions and a platform where Souper Hero NFT holders convene, exchange insights, and participate in mixian-themed (noodle-themed) mini games. What is more, NFT items created by the community members will be listed on The Sandbox Marketplace as a featured TamJai voxel NFT collection. Winners will be rewarded with SAND, the native token of The Sandbox, and mixian (noodles).

As a brand icon and a local cultural symbol, the familiar TamJai JehJeh uniform will surely have a significant role to play in the metaverse. TJI invites talented artists and fans to unleash their creativity in its TamJai Fashion Show 2.0 – A/W TamJai JehJeh & SamGor Metaverse Uniform Design Competition – to customize their 3D NFT avatars, ranging from Enoki-mushroom Man to virtual TamJai JehJeh and SamGor. Participants will be rewarded with a complimentary mixian (noodles) to enjoy and a chance to own their  3D avatars in The Sandbox metaverse!

“Timeless collectibles with a very good cause”

Mr. Daren Lau, Chairman, Executive Director and Chief Executive Officer of TJI, is particularly proud of the Souper Hero project, “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.”

As a local brand beloved by many, TJI never ceases to bring innovations to customers and supports meaningful initiatives in Hong Kong. Being a trailblazer in the industry, the Souper Hero NFT project will not only be a fun and engaging edutainment experience, but also a transformation in lifestyle harnessing emerging technology

Souper Hero NFT channel


IG: tamjai_souperhero

“Souper Hero NFT” Promo Video:

“TJI x The Sandbox” Promo Video:

Mr. LAU Tat Man, Daren

Mr. LAU Tat Man, Daren, has been the Chief Executive Officer of Tam Jai International Co. Limited (“TJI” or “the Company”) since 2018. He is responsible for shaping the growth path of the Company, leading strategic initiative and managing overall business development and operation. Under his leadership, TJI has been dedicated its resources to strengthen the market positioning, enhance operation standards and efficiencies, develop innovative products as well as improve overall food safety and food quality. The Company’s two brands, TamJai Yunnan Mixian and TamJai SamGor Mixian, successfully expand their footprint beyond Hong Kong and will set up their overseas stores in Shenzhen and Singapore respectively in 2020.

Mr. Lau has over 30 years of management experience in food and beverage industry in Hong Kong and Asia Pacific Region. Prior to joining the Company, He had held senior management positions in premier corporations including Café de Coral Corporation, SSP Group Ltd., TGI Friday’s and The Peninsula Hotel, Hong Kong.

Mr. Lau holds a Master of Business Administration Degree from The Chinese University of Hong Kong and was placed on the Dean’s list.

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