HK brand 'Pei Pa Koa' goes viral internationally as British idol praises 'elixir'

Nin Jiom Pei Pa Koa Herbal Cough Syrup, a long-established Hong Kong brand, has recently taken the international stage by storm. Former One Direction member and British singer-songwriter Zayn Malik shared his daily essentials in a recent interview, revealing that he always carries a bottle of Nin Jiom Pei Pa Koa in his bag. This revelation has turned "Pei Pa Koa" into an overnight sensation worldwide.

In a YouTube interview segment published this week by British Vogue, Zayn Malik discussed his upcoming music projects and showcased the items he keeps in his travel bag. Alongside deodorant, cologne, a toothbrush, and toothpaste, he prominently featured a bottle of Nin Jiom Pei Pa Koa, labeled in Chinese characters as a product of Hong Kong. Malik introduced Pei Pa Koa as "Chinese honey," emphasizing its "ridiculously good" effects on the vocal cords and describing it as an "elixir" that he always carries with him, especially during performances.

This unexpected endorsement has delighted many Hong Kong netizens, who feel a sense of pride and surprise at Zayn Malik's "global ambassadorship" for Pei Pa Koa. The interview rapidly propelled Nin Jiom Pei Pa Koa into the spotlight, making it a trending search term in numerous countries.

In fact, a few years ago, Nin Jiom Pei Pa Koa had already gained popularity in the United States, with Hollywood actor Matthew Modine among those who publicly praised its effectiveness in soothing coughs.