+ subscribe
Subscribe now
Subscribe our newsletter now!



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

“Souper Hero NFT” Promo Video: https://bit.ly/TJI_Souper_Hero_NFT_Video

“TJI x The Sandbox” Promo Video: https://bit.ly/TJI_The_Sandbox

Please download the photos here: https://bit.ly/TJI_Souper_Hero_NFT

(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”) or 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:

  TamJai Topping series

TamJai JehJeh series

● SamGor Topping series

● 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

About Tam Jai International Co. Limited (HKEX: 2217)

Tam Jai International has been listed on The Stock Exchange of Hong Kong (stock code: 02217.HK) since October 2021. It is one of the largest and most popular fast casual restaurant chains and the No.1 Asian noodle specialty restaurant operator in Hong Kong.* It primarily operates the TamJai Yunnan Mixian (譚仔雲南米線) and TamJai SamGor Mixian (譚仔三哥米線) brands, with operations in Hong Kong, Mainland China, Singapore and Japan. As at 31 March 2022, the Group operated a total of 175 restaurants. With the first TamJai Yunnan Mixian restaurant and the first TamJai SamGor Mixian restaurant opened in 1996 and 2008 in Hong Kong respectively, it has pioneered and popularised the new mixian trend in Hong Kong.

*In terms of both revenue and number of restaurants in 2020, according to Euromonitor

Beneficiary Organization

About Hong Kong Arts Centre

This year marks the 45th Anniversary of the Hong Kong Arts Centre.

Since 1977, the Hong Kong Arts Centre (HKAC) has been a platform for nurturing and supporting artists, and infusing art into everyday life. Its unique arts and educational programmes aim to make the arts accessible for all. The HKAC believes in the transformational power of art for people from all walks of life. Established for more than four decades, the HKAC endeavours to bring arts to the people of Hong Kong – by presenting programmes for visual arts, performing arts, moving images and media arts, comics and animation. Our other areas also cover arts education, conferences, festivals, public art and community projects. All with the vision and mission of engaging and inspiring creativity in the Hong Kong community.

In 2000, HKAC founded its education arm, Hong Kong Art School (HKAS). The HKAS provides award-bearing programmes to nurture artists and art practitioners, as well as short enrichment courses for the general public. The HKAC aspires to engage everyone in the community to become an active participant in the arts – as an enthusiast, an artist or a patron.

Let’s continue to embrace ‘Art for Passion, Art for Life, Art for All’, and share the inspiration.

 “Out of the Cube” – a creative arts learning project with exhibition, education workshops, reading space and collaborative platform, which share the vision of making arts accessible to everyone.

About The Sandbox

The Sandbox, a subsidiary of Animoca Brands, is one of the decentralized virtual worlds that has been fueling the recent growth of virtual real estate demand having partnered with major IPs and brands including Warner Music Group, Ubisoft, The Rabbids, Gucci Vault, The Walking Dead, Snoop Dogg, Adidas, Deadmau5, Steve Aoki, Richie Hawtin, The Smurfs, Care Bears, Atari, ZEPETO, CryptoKitties, and more. Building on existing The Sandbox IP that has more than 40 million global installs on mobile, The Sandbox metaverse offers players and creators a decentralized and intuitive platform to create immersive 3D worlds and game experiences and to safely store, trade, and monetize their creations. For more information, please visit www.sandbox.game and follow the regular updates on Twitter, Medium, and Discord.

Strategy & Technology Consultant

About About EY Mtel Solutions Limited (EY Mtel)

EY Mtel is a digital enabler and pioneering digital transformation consulting organization with operations in Hong Kong, Guangzhou and Taipei. With more than 200 talents, EY Mtel provides myriad services, including digital, data and cloud strategy, user experience design and implementation, data and cloud applications, and managed services; and serves leading corporations in myriad industries, including retail, finance, insurance, telecommunications, advertising and public utilities. As part of the EY global network, we are also bringing our customers innovative ideas, industry best practices and latest technologies from different parts of the world.

Official Marketplace  

About Artzioneer

Artzioneer is a blockchain company that specialises in NFT art and endeavors to bring the Creative and Cultural Industries and communities into the future of The Metaverse.

Artzioneer partner with brands and creators, including artists, and illustrators to create unique NFT project. Artzioneer also offer a diversity of blockchain solutions that empower communities to enjoy fun, beginner-friendly experiences in The Metaverse.

Digital Marketing Consultant

About GoGoChart Group

GoGoChart Group empowers brands globally with widely accessible, adaptive mobile and Web3 marketing solutions including CMP and SaaS platforms.

As a future enabler in the digital space, GoGoChart strives to go beyond boundaries to provide solid outreach solutions, transforming the marketing landscape with innovative technology.

For more information, please contact: 

The Bridge Agency Limited

Desmond Ku
el: 3568 6364 / 9789 0070

Email: desmond.ku@thebridge.com.hk

Erato Ng
Tel: 3568 6360 / 6444 9555

Appendix 1: TJI Presents First-ever Charitable NFTs, Souper Hero 


The Souper Hero is comprised of four series, with 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:

  TamJai Topping series

  TamJai JehJeh series

  SamGor Topping series

  SamGor Character series

It is expected that 10,020 unique NFTs will be minted, with 1,000 for reserved whitelisters and 20 for auction.

Mint date: 

19 June, 2022 21:00 HKT


The official price of each NFT is HKD500 and can be purchased simply through fiat money including credit cards (Mastercard or Visa) on Artzioneer, the official marketplace of this project. 



What holders can expect to receive:

 Complimentary VIP membership (Either TamJai  or SamGor, subject to the NFT holding)

  One FREE bowl of mixian (2 toppings)

  Exclusive licence for the NFT avatars and its IP

  Exclusive access to your Souper Hero 4k x 4k file

  Future whitelisting

  Airdrop of Loyalty points

  PFP for loyalty program (Either for TamJai or  SamGor app, subject to the NFT holding)


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.

Appendix 2: TamJai NFT Souper Hero Roadmap




23 May 2022

Project releases

Official announcement of the Souper Hero project and images of the NFTs published. 

26 May 2022 –

8 June 2022

Whitelisting period

Details to be announced

8 June 2022

Pre-sale for whitelisters

Whitelisters can purchase NFTs.

19 June 2022

Public minting

Public minting begins.

Late-June 2022

NFT Auction

20 NFTs will be up for auction.

October 2022

Donation to HKAC

All net proceeds from the NFT sales will go to HKAC to support their training programmes for nurturing local artists.

November 2022

Launch of Mobile App and Redemption of VIP Membership and Mixian starts

Souper Hero NFTs holders are entitled with specific  privileges:

Q4 of 2022

Launch of Edutainment Hub

Launch of edutainment hub for artists in training, in metaverse.

Q1 of 2023

Airdrop rewards

Details to be announced

Q2 of 2023

Metaverse virtual events

Details to be announced


Appendix 3: TamJai NFT Souper Hero Story Background

Calling all TamJai and SamGor fans to “Spicy Planet” (aka Planet S). Let’s get onto the “bowl” and we will show you around! Across the clear sea of tasty soup, we are heading to a complex world shrouded in misery – and piquancy, where you will meet our Souper Hero.

Two tribes of Souper Hero – TamJai and SamGor, reside on Spicy Planet and have been haunted by a period of upheaval lately. All Souper Hero are now joining hands to fight and protect their beloved home! Unity is strength. They decided to give their best to unleash the enormous Souper Power!

“SLURP! SLURP! SLURP!”, an army of 10,000 unique powerful Souper Hero are minted! They are all equipped with distinctive strengths and tastes. Spicy Planet is now turning a new page with full of hopes!