Tam Jai International and EY Mtel brings home NFT - Food & Beverage category at HKB Technology Excellence Award 2022

The TamJai Souper Hero Charitable NFT project is a commitment to nurturing homegrown artists and bringing innovative customer experience by embracing emerging technology of Web 3.0. 

Tam Jai International (TJI) and IT company EY Mtel bagged the NFT - Food & Beverage category at the recently held Hong Kong Business (HKB) Technology Excellence Award 2022 for its first-ever charitable non-fungible token (NFT) project, Souper Hero.

The project is supported by Artzioneer as the official marketplace, which accepts fiat money such as credit cards and makes the NFT purchase highly accessible to all.

The project is not only an effort to keep abreast of the tech-savvy lifestyle amongst the young  generations, but it is also a long-term commitment to promoting the digital arts, under the collaboration with the campaign’s beneficiary, Hong Kong Arts Centre which advocates the mission of “Arts for All”, echoing TJI’s mission of creating fulfilling and affordable food for all. 

In addition, it will also enhance the loyalty programme of TJI by creating the first CRM with NFTs as loyalty valuators within the industry, showering members with an array of privileges such as free mixian (noodles) redemption, and numerous offers online and offline for a fantastic O2O experience.

The Souper Hero project was well acclaimed even in the downtime of the crypto market, with overwhelming response in both whitelisting (receiving subscription 10 times over the quota) and public sale. A total of 10,000 NFTs were sold out within six days, winning massive media coverage of over HK$28.8M PR value within one month. The project is also well received by leading figures of the IT industry, such as The Sandbox’s co-founder Sebastien Borget by sharing the campaign on his social media. 

Meanwhile, TJI is paving the way to build 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 mini-games.

“The Souper Hero NFT project is unique in the sense that it carries a lot 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,” said Daren Lau, Chairman, Executive Director, and CEO of TJI.

HKB Technology Excellence Awards honours outstanding companies that have made exceptional contributions in the pursuit of technological innovation in Hong Kong.

The Hong Kong Business Technology Excellence Awards is presented by Hong Kong Business. To view the full list of winners, click here. If you want to join the 2023 awards programme and be acclaimed for your company's outstanding contributions in pursuit of technological innovation, please contact Julie Anne Nuñez at [email protected].