【Professional Empowerment】 Cross-sector win-win situation - Hong Kong Association of Professionals for Promoting Modernization assists Maxim's Group to expand into the Greater Bay Area market

The cross-border cooperation between the Hong Kong Association of Professionals for Promoting Modernization and Maxim's Group is not only a benchmark case of "renewal of time-honored brands", but also a vivid practice of professional power empowering the industry. In 2024, the association, relying on member resources in the fields of law, testing and certification, customized the "Bay Area Breakthrough Plan" for Maxim's: from accurately surveying the needs of young customers in the Greater Bay Area to launching the "low-sugar lava mooncake + French puff" mixed gift box in collaboration with French pastry chefs. During the Mid-Autumn Festival, online sales of new products accounted for more than 60%, driving a 35% surge in overall sales in the Greater Bay Area, and won the title of "Most Innovative Time-honored Brand".

Cooperation is not limited to business - the association has linked up with member companies and launched the "Charity Distribution Plan" with Maxim's, donating more than 5,000 boxes of mooncakes to disadvantaged groups in two years; it has also worked with Shenzhen Vocational College to open a "Cantonese Dim Sum Inheritance Class" to bring the skills of making barbecued pork buns into the classroom, attracting the attention of media such as CCTV. In the future, the association will integrate Hong Kong's creative genes with international standards and continue to write a new story of "Chinese taste going viral".