Lhong Tou Dim Sum entered the Penang market with a visually iconic brand and premium dim sum offerings. Known for their stylish plating and modern twist, the brand launched in Pulau Tikus — a well-known upper-class area in Penang.

However, despite the strategic location, they faced a few key challenges:

• Extremely high price point compared to typical local dim sum spots

• Low brand awareness among Penang locals who were unfamiliar with it

• A sharp drop in sales post-Chinese New Year, with no digital presence to support long-term visibility

The restaurant needed a campaign that could justify the pricing, attract nearby affluent diners, and reintroduce Lhong Tou as a premium brunch and dining experience — not just a place for traditional dim sum.