**Café de Coral Bids Farewell to Branding Visionary William Tsing**
In a significant shift within Hong Kong’s quick-service restaurant landscape, **Café de Coral’s esteemed corporate director of branding and marketing, William Tsing**, is embarking on a new journey after six transformative years with the brand. This marks the end of an era for Tsing, who reflects fondly on his time spearheading branding initiatives that have reshaped the company’s identity.
**A New Chapter in Life**
In a candid conversation with MARKETING-INTERACTIVE, Tsing shared that he will spend the next few months in Taiwan to address important family matters before returning to Hong Kong. His departure comes at a time when he feels a unique blend of anticipation and nostalgia.
**A Journey of Growth and Challenges**
Reflecting on his **20-plus years of marketing experience**, Tsing expressed how his tenure at Café de Coral has been unparalleled. “This is the first Hong Kong brand I’ve had the privilege to work with, and it has truly enriched my professional growth,” he stated. Together, they celebrated multiple successes and navigated **significant social and economic challenges** that defined the region.
**The Power of Teamwork and Innovation**
Tsing credits the brand’s evolution to **an outstanding team effort**: “It has been deeply fulfilling to build a strong team, contemporize the brand, and lay the groundwork for future growth through a series of brand rejuvenation initiatives.” Among his proudest moments was the launch of Café de Coral’s theme song, “好想約你“, composed by Harry Ng and performed by Gigi Yim. This initiative helped the brand reconnect with the local community during challenging times, showcasing Tsing’s commitment to meaningful marketing.
**A Wealth of Experience**
Joining Café de Coral in 2019 as marketing director, Tsing brought with him an impressive portfolio from global brands such as **KFC, Pepsi, and Carlsberg**. His expertise has proven invaluable in revamping Café de Coral’s approach within the competitive **QSR industry** of Hong Kong.
**Digital Transformation and Membership Growth**
Under his leadership, the overhaul of the **Club 100 app** marked a significant milestone, broadening the brand’s membership base and establishing a robust e-business foundation for the **55-year-old institution**. Tsing remarked, “It was an exciting arena for my digital marketing team to grow and shine.” This digital transformation exemplified his ability to blend tradition with modernity.
**Gratitude and Farewell**
Tsing expressed heartfelt thanks to **Café de Coral’s CEO, Piony Leung, and the Lo family** for their unwavering support and the autonomy to innovate. “Working in such a dynamic and demanding environment has been rewarding,” he highlighted.
As he prepares to close this chapter, Tsing encapsulated his sentiment perfectly: “Thank you, Café de Coral, for an unforgettable chapter. Though one door closes, the echoes remain. Let me borrow a line from our theme song to express it best: ‘這感覺 又上演 令人懷念‘.” Cheers to new beginnings!
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