The 27th Ani-Com & Games Hong Kong (ACGHK) opened on Friday (July 24) at the Hong Kong Convention and Exhibition Centre (HKECE), bringing together global anime, gaming, entertainment and collectible brands for one of the city's largest pop culture events of the year.
Among the highlights at this year's event is the first-ever collaboration between Demae Iccho, one of HK's most recognisable instant noodle brands, and internationally renowned American pop artist Ron English.
The collaboration sees English reinterpret the brand's iconic mascot Nissin Boy, a character that has accompanied generations of HK consumers, through his signature "Grin" aesthetic. The newly created "Nissin Boy Grin" collection, featuring limited-edition signed prints and an art toy, is being showcased at the Demae Iccho booth during ACGHK 2026.
Known for blending street culture, consumer icons and social commentary in his work, Ron English said the collaboration represented a unique opportunity to bring a familiar character into the world of collectible art.
"Everybody knows the little boy, but nobody has ever seen him jump off the page or jump off the product yet," he said. "That's a huge thing."
English said the project began after the brand discovered his work at a booth last year, leading to an invitation for him to reinterpret Nissin Boy for the first time in the company's history.
For Demae Iccho, the collaboration reflects the brand's ongoing efforts to connect with younger generations through creative expression, transforming a long-standing cultural symbol into a pop art piece while preserving its original spirit of positivity and energy.
The artist also praised HK's unique role in shaping pop culture trends, describing the city as a place where creativity often emerges ahead of global trends.
"Coming to HK is like coming about three years into the future from where we're at in the US. We get to spot trends here and know what's going to happen before it happens," he said.
Having visited HK 18 times, English said he is inspired by the city's ability to integrate art into everyday life.
"I think they are the spearhead of pop art and have been for a long time," he said, adding that HK's approach to "wearing the art" and bringing creativity into daily life has influenced his own work.
He also revealed his ambition to create characters that can accompany people beyond traditional display spaces.
"I'm trying to make as many as I can, and I want to be the next LABUBU," he said, referring to the global popularity of collectible art toys.
Beyond pop culture and collectibles, English also shared his thoughts on the future of creativity in the age of artificial intelligence. He described AI as both challenging and inspiring, saying it could become a collective expression of human knowledge while raising new questions about originality and ownership.
The ACGHK 2026, running from July 24 to 28 at the HKECE, continues to serve as a platform connecting anime, gaming, designer toys and art, with this year's programme highlighting the growing intersection between pop culture and creative industries.
(Reported by Zoey SUN)
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