Paying homage to Singapore’s rich heritage, local brand Jia Jia Herbal Tea has partnered with Mama Diam, a speakeasy bar that draws on local nostalgia, to welcome the Lunar New Year. These two homegrown brands usher in the year of the Rabbit with creative reinterpretations of food and drinks that will be available exclusively at Mama Diam from 4 Jan 2023.
A Modern Twist On Local Favourites
This collaboration sees the infusion of Jia Jia Herbal Tea into specially crafted food and drinks in an exclusive Jia Jia x Mama Diam Prosperi-tea Set. Mama Diam’s take on this unique flavour profile is seen in Jia Jia Herbal Tea Infused Braised Lion’s Head, or 狮子头 (shi zi tou), a Chinese dish often served at wedding banquets. Traditionally made with minced pork, their version of this dish includes handmade meatballs made from premium Iberico pork, accompanied with vegetables and mushrooms. The accompanying sauce is what takes this dish to another level - the savoury concoction, infused with Jia Jia Herbal Tea - has a natural, earthy depth which gives it a unique flavour profile.
Herbal tea, traditionally, has a strong taste which tends to overwhelm any other ingredients it comes into contact with. However, in this instance, the addition of Jia Jia Herbal Tea enhances the taste of this traditional dish. The tender, moist and flavourful meatballs are juicy and bursting with flavour in every bite, with a pleasant, familiar aftertaste of herbal tea as a surprise note in every morsel.
Joining this exclusive menu is also the Jia Jia House Drink 佳家酒 (jia jia jiu), a Jia Jia Herbal Tea based drink with hints of mint, watermelon and lemon for a refreshing taste. An aperitif, this cocktail has ingredients which are great in aiding digestion, and can be enjoyed both before and after meals. The hint of Jia Jia Herbal Tea in this concoction is as subtle as a light, fleeting memory and aroma, reminiscent of familiar, long forgotten taste.
The Jia Jia Mocktail 佳薪水 (jia xin shui) shares the same taste profile and is also available as an alternative for teetotallers. The light and refreshing flavours of these drinks pair well with the Jia Jia Herbal Tea Infused Braised Lion’s Head, balancing out the meatier, savoury flavours of the dish.
Besides Jia Jia House Drink and Jia Jia Mocktail, those who prefer bittersweet flavours can opt for Jia Jia Unearthed, another cocktail made with Jia Jia Herbal Tea, herbal liqueur and beetroot juice, for a more robust and earthy taste.
Besides enjoying these dishes, diners can also relive their childhood with a spin on their gachapon machine, which include attractive prizes such as Shopee promo codes, $88 worth of Jia Jia drinks, a free bottle of Jia Jia or a set of Jia Jia’s Limited Edition 福到你佳 (fu dao ni jia) CNY Kit. To qualify for a turn on the gachapon machine, customers simply have to order any item from the limited time Jia Jia x Mama Diam Prosperi-tea set.
This collaboration between the two local brands was born out of common appreciation for Singapore’s unique history, and Singaporeans’ love for food. It juxtaposes the flavours of the past with an innovative twist, creating a taste of tradition to bring back fond memories and introduce new ones.
As one of Singapore’s oldest beverage brands, Jia Jia Herbal Tea is an iconic beverage that is as familiar as home to many generations of Singaporeans. Established in 1988, Jia Jia Herbal Tea was born of a need to fulfil a demand for a quick and convenient herbal tea drink as the society modernises. Since then, Jia Jia Herbal Tea has stayed true to its original recipe and traditional brewing methods, bearing the hallmark of herbal perfection.
Even as new varieties of the drink were made to cater to modern demand, the 11 signature premium herbs which are skillfully brewed and delicately extracted, can be found in each and every Jia Jia Herbal Tea, preserving its time-honoured recipe against the test of time. ‘Mama Diam’, which takes its name from traditional convenience stores widely found in the 1980s and 90s, pays homage to days of nostalgia with a retro mama diam façade cleverly concealing a modern and cosy interior.
“We wanted to partner with a brand that valued the importance of tradition and heritage the same way we do. With their unconventional take on nostalgia through food, we felt that Mama Diam would be perfect for this collaboration.” - Norman Phua, Senior Brand Manager, Jia Jia
Limited Edition 福到你佳 (fu dao ni jia) CNY Kits
Awarded the ‘Healthier Choice’ certification in 2007 in recognition of products that meet the Health Promotion Board’s nutritional criteria, Jia Jia is definitely the healthier choice of drink this Chinese New Year. The Jia Jia experience is extended to homes this year with exclusive 福到你佳 (fu dao ni jia) CNY Kits which can be purchased from Jia Jia Shopify at $40 (U.P. $76). This kit comes with Jia Jia Limited Edition 兔然发财 CNY cans, red packets, a reversible print Mandarin orange bag and exclusive Mama Diam vouchers for the exclusive Jia Jia x Mama Diam’s Prosperi-tea set items. These vouchers can be redeemed for a serving of Jia Jia Herbal Tea Infused Braised Lion’s Head and a Jia Jia Cocktail or Mocktail.
Website: jiajia.com.sg
Facebook: UncleJiaJia
Instagram: @UncleJiaJia
0 Comments