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A Hong Kong food and lifestyle brand makes an NFT play

Celebrity food and lifestyle brand Chef Nic Family is expanding its digital space and has teamed up with local creative studio Hungry Sausages Lab (HSL) to launch a brick-and-mortar NFT club in Hong Kong.

Scheduled to open in July, the physical NFT club "Not for Teeth" is a play on the abbreviation of non-fungible tokens, also known as NFTs. The club will integrate F&B, entertainment, and "phygital" activities – a combination of physical-digital experiences.

NFT stands for non-fungible token. It's traditionally designed using the same kind of programming as cryptocurrency, like Ethereum or Bitcoin, but that's where the similarity ends. Just as physical money and cryptocurrencies are "fungible", NFTs can be traded and exchanged for one another. 

The NFT club, scheduled to open in July, will be located on the top floors of W Square, Wan Chai, with an 8000sqft area spanned across two levels (public and member exclusive). 

According to the collaboration, the club is designed to offer an immersive and sensory experience with food, culture, and social exchanges. Hungry Sausages NFT holders will be given priority to acquiring exclusive club membership.

Founded by HK celebrity Nicholas Tse, Chef Nic Family is a food and lifestyle brand spin-off of Chef Nic that has several cartoon characters, including Guidiao, Noodle, Miso, Dashi, Kezai, and Mustard. Meanwhile, HSL has "sausage" characters who live a lifestyle filled with food, music, and fashion, combining virtual and physical realms.

The NFT club collaboration will combine the visual elements of Chef Nic Family and Hungry Sausages to create 5000 unique NFTs based on their images, each with a randomised assortment of pre-designed 3D and 2D features to reflect what the customers will experience in their character's "adventure".

HSL added that NFT is more than just a virtual asset and an investment, it can also serve as a digital identity certification. Holders of the HSL NFT collection will be entitled to exclusive gift redemption, profit-sharing, decision making, and special events. 

"The core value of Chef Nic is all about the experience," explains Derek Yeung, co-founder of Chef Nic Holdings. "The metaverse craze is worldwide; while we are expanding our business in the physical market, we are also actively exploring novel ways to create new experiences through the virtual world."

“We are excited to achieve this cross-disciplinary collaboration with the Chef Nic family in our first-ever NFT project,” said Benny Cheng, co-founder of Hungry Sausages Lab. 

“We believe the future is one where the virtual and physical worlds coexist in a dependent way. We hope the Not For Teeth club and the Sausage Galaxy can create a community around Human Sausages, and serve as a gathering hub for NFT enthusiasts, hypebeasts, fashionistas and artists from around the world, connecting brands from different disciplines. We look forward to entering the era of the metaverse with our members.”

Prior to the club’s launch, the collaboration is launching a pop-up event in Grand Hyatt Hong Kong offering visitors NFT workshops and recipes, in addition to an interactive campaign.

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