Benjamin Li
Jun 2, 2011

Fluid’s Foodie magazine turns two, looks to grow

HONG KONG - Foodie magazine, by Fluid Publishing, is celebrating its second anniversary in June. It has announced an upcoming website facelift and plans to expand in to London and Singapore.

Foodie Magazine celebrites second anniversary with additional advertisers
Foodie Magazine celebrites second anniversary with additional advertisers

The agency also reported a number of new long-term advertising partners, including Absolut Vodka, Beefeater, Meat Market, Complete Delite, Red Packet, Eclipse Group, HKTDC and Agnes b.

Foodie is the only free food-focused magazine in Hong Kong, and is now available at over 350 top restaurant locations around Hong Kong.

Helen Griffiths, creative director at Foodie, said, "We are proud of how far this little food magazine has come in just two years. With the recent launch of our foodie club and our new cool website coming in July, there is plenty more still to come from us at Foodie."

Simon Squbb, founder and CEO of Fluid Publishing, said the brand was now looking at other market opportunities. "Everyone says publishing is having a hard time these days, but we believe in publishing. There are huge opportunities. We could do cooking or wine-tasting courses, and the magazine has its own in-house chef sharing free recipes."

He acknowledged that "the challenge is that food magazine titles are very competitive, with competition from HK Magazine, Time Out, and other independent dailies like SCMP, and we are all going for the same advertisers."

The agency is looking at expanding Foodie magazine to London and Singapore.

Fluid publishes other magazine titles include property magazine Loft and high-end lifestyle magazine Millionaireasia.

Reported in January, Fluid was selected as the communications agency partner for Hong Kong's Lan Kwai Fong premier entertainment area.

Campaign China

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