Maxim's Group celebrates 70th anniversary and unveils celebration campaign

Maxim’s Group, a Hong Kong brand that has grown alongside the city and its communities, will celebrate its 70th anniversary this December. 

The Group yesterday announced the official launch of its second-half anniversary celebration campaign under the theme “Devoted Since 1956,” featuring a series of dining privileges, product innovations, heritage revivals and collaborative initiatives to share the joy of this important milestone with local residents and visitors.

Guests and senior representatives of Maxim’s Group pose for a group photo at the press conference unveiling the Group’s 70th anniversary celebration campaign. Photos courtesy of Maxim’s Group

As the first phase of the anniversary celebrations, more than 30 brands under Maxim’s Group will roll out dining privileges worth up to HK$1 million (US$127,614) in total from July to August. Covering a wide range of dining categories, including Chinese cuisine, Western cuisine, Japanese cuisine, quick-service restaurants, cakes and bakery, the campaign aims to celebrate this meaningful 70th anniversary milestone together with the public.

Michael Wu Wei-kuo, chairman and managing director of Maxim’s Group, delivers a speech.

Michael Wu Wei-kuo, chairman and managing director of Maxim’s Group, said, “In recent years, customers are placing greater emphasis on value, quality, convenience and the overall experience. Maxim’s will continue to uphold its commitment to quality, offering food that delivers value and earns customers’ trust. We will also further enhance our service experience and operational efficiency through digital development and technology applications, while introducing product innovations and more diversified consumption occasions to better meet market needs. In the months ahead, the Group will continue to introduce a series of carefully curated and attractive products and privileges to share the joy of our 70th anniversary with customers, while giving back to the community through concrete actions.”

To broaden the reach and public participation of its anniversary celebrations, Maxim’s Group will also join the “Hong Kong Shopping Festival” organized by the Hong Kong Retail Management Association, bringing a series of anniversary dining privileges across more than 30 of its brands. E-coupons will be distributed through platforms including AlipayHK, Alipay and AR Lens during July and August, allowing local residents and visitors to conveniently collect and redeem the offers anytime.

Key privileges in the first phase from July to August include: 

• Limited-time 30% discount on selected signature dishes at Maxim’s Chinese Cuisine restaurants: Customers can enjoy a 30% discount on selected signature dishes at designated Maxim’s Chinese Cuisine restaurants, including Jade Garden, Maxim’s Palace, Peking Garden, Chiuchow Garden, Chiuchow Garden Restaurant, featuring classic favorites such as Jade Garden Roasted Goose, Peking Duck and Soyed Goose Platter.

• 23% discount on selected products at Maxim’s Cakes, Arome Bakery and Maxim’s MX: Maxim’s Cakes and Arome Bakery will offer a 23% discount on selected mango cake series, while Maxim’s MX will offer a 23% discount on Baked Rice with Pork Chop in Tomato Sauce and a 20% discount on selected rice dishes with siu mei.

• Anniversary privileges across Japanese and Western brands: Genki Sushi, sen-ryo, simplylife and The Cheesecake Factory, among other brands, will introduce a range of offers, including HK$70 instant discounts upon designated spending and complimentary signature dishes.

• A new festive experience from Hong Kong MX Mooncakes: To celebrate the Mid-Autumn Festival, Hong Kong MX Mooncakes will present a range of exciting new flavors, popular festive products and venue-exclusive experiences at the Food Expo and a limited-time pop-up store at Langham Place, Mong Kok. The brand will also launch a special “70th Anniversary Limited Edition Mooncake Gift Box”, adding a memorable touch to Mid-Autumn gifting.

Some signature Cantonese dishes from Jade Garden, part of Maxim’s Group.