Soccer Fever
As the final countdown begins for this summer's highly anticipated quadrennial global soccer tournament, a wave of sporting euphoria is officially sweeping through Hong Kong! To channel this electric energy into an immersive lifestyle celebration, Chinachem Group’s flagship destinations — Central Market, NINA MALL, and D·PARK — are joining forces from June 5 to July 21 to launch “Score Big Soccer Fever.” Blending sports culture with interactive retail experiences, these three popular venues will simultaneously transform into dynamic soccer hubs. Featuring Hong Kong’s first-ever innovative sports arena, exclusive streetwear pop-ups, curated vintage markets, star-led masterclasses, and massive consumer rewards, the campaign invites fans, shoppers and families alike to experience the thrill of the game both on and off the pitch.
Soccer Frenzy Sweeps the City! A 3-Story Soccer Prelude Carnival @ Central Market
The Ultimate 2v2 Arena with Soccer Icon Au Yeung Yiu Chung
This June, Central Market celebrates the soccer season by transforming the historic landmark into the city’s premier pre-match hub. Spearheading this summer prelude is an exclusive partnership with Au Yeung Yiu Chung (“Son of God”), the former captain who led the Hong Kong Soccer Team to a historic gold medal at the 2009 East Asian GamesFrom June 5 to 23, Central Market’s G/F OASIS will host Hong Kong's first-ever “Goal! 2-on-2 Soccer Challenge.”
Leveraging his extensive professional career in overseas leagues, Au Yeung is introducing this globally trending street-style format to local fans for the very first time. By stripping away traditional constraints of pitch sizes and team numbers, this fast-paced 2v2 arena focuses entirely on pure technical skill and footwork. Nestled in the heart of Central, the activation promises an up-close showcase of speed and passion well before the main global tournament officially kicks off.
Fostering community engagement through sport, the tournament features Open and Youth (ages 13–16) divisions, with trophies and premium rewards up for grabs. Au Yeung will also make a surprise appearance on the pitch to play alongside local enthusiasts.
Star-Studded June 5 Media Launch! Top Celebs Ignite the Pitch
To officially kick off the campaign, a high-energy media launch event will take over the G/F OASIS on June 5 (Friday). Au Yeung Yiu Chung will open the festivities with a live freestyle soccer performance, followed by an exclusive Celebrity Prelude Tournament.
The pitch will feature a popular lineup including Celebrity Soccer Team heartthrob Danny Hung, alongside rising TV starlets Michelle Tsang and Verena Wong, and pop-culture favorites Rose Ma and Miggie.Maggie. Adding sports credibility to the mix is former Hong Kong cycling star Ma Wing-yu and veteran soccer coach Mr Fung Hoi-man and his team (coach.funghm), alongside trending talents Flavia Wong, Lok Lam, Ngai Bik-yin, and Leung Ting-yan. Together, these style icons and athletes will showcase their skills up close, blowing the loudest opening whistle for the city's summer soccer festivities.
Igniting Pre-Match Hype: Limited-Edition Exclusive Jerseys Drop at the “Soccer Fever Pop-Up Store!
Moving beyond the pitch at the OASIS, Central Market's 1/F Event Space elevates the fan experience into a curated retail space. From June 5 to 12, the venue transforms into a “Soccer Fever Pop-Up Store” to build high-profile hype ahead of the main tournament's kickoff.
The pop-up features local jersey specialist Square and specialty soccer boots store Sobimaru, showcasing highly collectible local jersey designs, footwear, soccer gear, and multifunctional sports products. For streetwear collectors, the pop-up drops the anticipated “KISEKI Goal! Soccer Challenge 2-ON-2 Special Edition Jersey — a limited collection launched by Au Yeung’s brand KISEKI. The space also features a dedicated mini-artificial turf interactive zone where fans can lace up and feel the authentic grip of professional footwear.
Concurrently, the 2/F 24-hour passageway fires up early with the “Sports Market Fiesta” from May 26 to June 12. Serving as the ultimate prelude, this vibrant market space allows visitors to source custom supporter merch and beat the summer heat with trending treats, including Okinawa’s famous Yonna Yonna Gelato, French Canelé from Hong Kong Bakery Chez Bru, 20 Table Cake Shop and more, effectively dropping the checkered flag before the official tournament begins.
A Crossover of Vintage Collectibles and Trendy Art Adds Fuel to the Excitement @ Central Market
Relive the Golden Age at the “Old But Gold First-ever Vintage Toy & Flea Market
Following right on the heels of the soccer craze, Central Market joins forces with the curators at Old But Gold HK to present the “Vintage Toy Market” from June 13 to 18, turning the 1/F Event Space into a nostalgia-fueled destination. Themed around the golden eras of the 1980s and 90s, the market gathers veteran collectors to showcase out-of-print old-school games, retro action figures, and rare pop-culture memorabilia that tap straight into Hong Kong’s collective cultural memory. This edition boasts highly anticipated appearances by local cult-favorites, including “Vintage Maze”, a local-favorite showcasing handpicked American and Japanese vintage garments, alongside “Golden Happiness HK”, known for its nostalgic local lifestyle relics and design pieces steeped in homegrown heritage.
The vintage wave continues as the massively popular “Old But Gold Urban Flea” makes its heavyweight comeback from June 22 to July 12! Tailored specifically for fashion and style purists, the event will offer a spectacular treasure trove of retro collectibles, seamlessly expanding from classic toys to trendy vintage wear and unique lifestyle pieces. It promises to infuse a warm, charming blend of modern nostalgia into Central Market's summer calendar, ensuring style enthusiasts leave with curated finds outside the pitch.
Pop Art Crossover: TOCA LOCA Debuts Limited-Time Soccer Carnival Pop-Up Store
Hypebeasts and art toy collectors should note that designer toy label TOCA LOCA is mounting an exclusive “TOCA LOCA • Soccer Fiesta Pop-up Store” from June 8 to July 19. The brand’s popular characters, Pumpkin Miku and Super Professional, are breaking through dimensions to sport custom-designed kit jerseys representing elite soccer national teams like Argentina, Spain, England, and Portugal. Making this a highly coveted summer drop, the special edition figure features an exclusive Central Market sleeve patch, turning these art pieces into the unique seasonal collectibles.
Exciting Themed Workshops Roll Out: Discover Your Inner Soccer Star
Central Market has lined up a series of creative, hands-on experiences, inviting parents and kids to celebrate the spirit of sports together. Younger fans aged 4 to 6 can join the “Kids' Soccer Experience,” where professional youth coaches gamify the fundamentals of ball control, passing, and shooting through interactive games and basic drills. Meanwhile, the “DIY Table Soccer Workshop” invites parents and children to build, assemble, and custom-paint their own mini wooden foosball tables from scratch using eco-friendly materials. Once completed, families can jump straight into a match, enjoying the reward of crafting something together alongside the thrill of friendly competition.
Exclusive Shopping Offers Extend the On-Pitch Excitement @ Central Market
As the soccer craze sweeps the city, Central Market’s diverse tenants have introduced a wave of limited-tier retail privileges. Numerous brands are rolling out limited-edition, soccer-themed products – lifestyle label DOMA Lifestyle is offering a complimentary soccer-shaped insulated mug upon a single spend of HK500 or more, while Jessenia Original is slash-discounting their themed special edition collections by 15% upon any two-item purchase. To keep fans in peak form for every thrilling match, selected F&B outlets are also rolling out special beverage promotions. Coffee lovers can visit Fanny’s Roastery to savor the prestigious Panama Hacienda La Esmeralda Green Label Washed Geisha coffee at a special price of HK$235. Alternatively, head over to Cuppananno to enjoy a 25% off discount on combo sets of their CuppaREVIVE, Brain Boost or Stress Relief teas. You can even pair your drinks with Le Creuset, saving 40% on selected colors and sizes of the OTG series hydration bottles—the perfect energy boost for those late-night match viewings!
Transforming into a Dynamic Green Pitch: Live Match and Powerful Lineup of Masterclasses @ NINA MALL
From June 5 to July 21, Tsuen Wan’s premier lifestyle destination, NINA MALL, undergoes a dramatic architectural transformation into a stadium-scale indoor sports arena. The main atrium will debut with a grand stadium stage integrated with a massive mega-screen broadcasting the tournament's most electric match highlights. Fans can ditch the living room and gather at the specially built “Score Big Stands” to experience the collective, stadium-style roar of the crowd during critical goal moments, or capture their own striking poses at the “Score Big Photo Wall. Furthermore, CCG Hearts members who spend HK$200 or more via electronic payment can redeem entry into the “Score Big Soccer Arena,” testing their reflexes through interactive games for a chance to win merchant coupons.
Star-Studded “Score Big Masterclass: Hong Kong Soccerers and Elite Coaches Lead Hands-On Training @ NINA MALL
Adding true professional depth to the campaign, NINA MALL is rolling out the “Score Big Masterclass” series for seven consecutive Saturdays. The masterclass boasts an elite technical lineup, headlined by renowned tactical mastermind Coach Kenneth Kwok (“Kwok Sir”), who will break down contemporary match philosophies and locker-room leadership. Joining him on the turf are influential figures from the local game, including women's soccer star Tong Pui Ming and reigning Hong Kong Soccer Player of the Year Philip Chan Siu Kwan, offering fans rare, up-close elite training sessions. For a more creative outlet, families can join the “Soccer Art Painting Workshop” to hand-paint their own custom collector soccer balls.
【Masterclass Redemption Details】
CCG Hearts members can secure one exclusive “Score Big Masterclass e-ticket via the mobile app by redeeming 1,000 CCG Hearts points during the promotional window. Allocations are strictly limited and granted on a first-come, first-served basis.
“Score Big Spending Rewards Offers Spectacular Perks @ Central Market, NINA MALL, and D·PARK
To celebrate the pinnacle of international soccer, Central Market, NINA MALL, and D·PARK are introducing a tier-spending rewards program designed to elevate the fan lifestyle. Headlining the incentives is the “Score Big” Limited-Edition Foldable Camping Chair — a sleek, minimalist piece of gear engineered to be lightweight and effortlessly collapsible. To deliver the ultimate home-viewing setup, NINA MALL is exclusively giving away the ultimate match-day essential: the standalone Now TV 2026 Soccer Event Pass (without Set-Top box version). This tier reward allows fans to beam pristine, stadium-grade live broadcasts straight into their living rooms. Paired with the portable camping chairs, it offers the perfect excuse to host late-night viewing parties, ensuring friends and family can experience the high-stakes drama of the tournament in absolute comfort.
