SmileyWorld launches Smiley pop-up cafe in Hong Kong

SmileyWorld is continuing to roll out experiential concepts for 2018 with the launch of a Smiley pop-up café in Hong Kong.

The café concept is housed within the Langham Place shopping centre in Mong Kok, having launched earlier this week with a VIP event with industry leaders.

The deal, one that was brokered by Smiley’s APAC partner Walton Brown, formed part of the launch of eGG Opticals new store in the shopping centre and featured a Smiley Café experience.

The new pop-up café features a selection of Smiley themed food as well as a range of Smiley home and kitchenware products to create a themed consumer activation. The Smiley eGG Café is planned to run through until June 2019.

Smiley CEO, Nicolas Loufrani, said: “Food is one of the growth areas of our business today and it’s great that Walton Brown has helped to bring our café concept to life in one of Hong Kong’s leading destination retail environments.

“It also gives us a unique opportunity to showcase our home and kitchen concepts and licensees products, which is another area for growth for 2018.

“I am really grateful for the work of Steve Wong and all of the team at Walton Brown for making this happen and very pleased to have been here to see it for myself.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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