India – The Hong Kong Tourism Board (HKTB) and SOCIAL, a popular café-bar chain operated by Impresario Entertainment & Hospitality Pvt. Ltd has announced the launch of PANDA-MONIUM, a month-long cultural activation running across 45 SOCIAL outlets in India.
The initiative, aimed at generating interest in Hong Kong as a travel destination, will take place for one month, from September 21 to October 21, spanning locations in Mumbai, Delhi-NCR, Bangalore, Hyderabad, and Pune.
The campaign featured panda-themed décor and experiences inspired by Hong Kong’s native giant pandas, with a focus on engaging younger audiences through interactive elements, themed beverages, and immersive installations. Four flagship SOCIAL locations, Bellandur (Bangalore), Khar (Mumbai), Connaught Place (Delhi), and Mindspace (Hyderabad), will host dedicated “Panda Tourism Zones” featuring between 50 and 100 life-sized panda installations.
Guests at all SOCIAL outlets will find panda and Hong Kong-themed trivia cards, interactive QR codes linking to travel guides, and a limited-edition menu of cocktails and mocktails inspired by flavours associated with Hong Kong.
Divya Aggarwal, chief growth officer at Impresario, said, “At SOCIAL, we love creating playgrounds where culture and community come alive. This partnership with the Hong Kong Tourism Board lets us reimagine Hong Kong through the panda lens in playful, curious, and totally shareable moments.
Divya also highlighted that PANDA-MONIUM is about sparking conversations, inspiring travel, and providing ‘a little slice of Hong Kong’.
The panda has become an emblematic figure for Hong Kong tourism, with six giant pandas currently living in the city. These include Ying Ying and Le Le at Ocean Park Hong Kong, An An and Ke Ke gifted by the Central Government in 2024, and the city’s first panda twins born to Ying Ying in 2024.
Commenting on the significance of the campaign, Puneet Kumar, director, South Asia, Hong Kong Tourism Board, said, “Pandas have always held a special place in Hong Kong’s heart, and with the arrival of An An, Ke Ke, and the birth of our first panda twins, this year is truly historic.”
Puneet added, “We’re thrilled to bring that excitement to India in a way that is fun, immersive, and authentic to Hong Kong. It’s about sparking curiosity and reminding travellers that Hong Kong is not only a world-class city but also a destination of unique stories, nature, and culture waiting to be discovered.”
Some of the key highlights of the campaign include:
- Hong Kong-Inspired Beverage Menu: Available across all 45 SOCIAL locations, including both cocktails and non-alcoholic options.
- Trivia & Travel Guides: Fun panda-themed trivia served with every order and QR codes linking to digital travel content from HKTB.
- Cocktail-Making Workshops: Hosted in select cities (Mumbai, Delhi, Bangalore, Hyderabad, and Pune), allowing guests to create and sample the special drinks menu.
- Flagship Installations: Larger-than-life panda installations and interactive travel content in four major SOCIAL venues.
Moreover, the PANDA-MONIUM campaign reflects a growing trend of tourism boards leveraging brand partnerships and experiential marketing to reach new demographics in international markets. The Hong Kong Tourism Board has also focused on India as a key growth market for tourism recovery and outbound travel.
