Genki Sushi is celebrating its 30th anniversary in Hong Kong with a campaign designed to help the city’s young people chase their dreams.

The sushi chain from Japan, with 80 outlets across the city, has launched the “NextGen GO!” Campaign with the Chinese YMCA of Hong Kong as co-organiser.

The campaign will provide support including but not limited to funding, mentorship and professional support to 30 individuals or teams aged six to 24 who want to pursue their dreams in sports, arts and culture, science and technology or any other fields.

Twenty places are available for the public, with 10 reserved for full-time employees of the Japanese Chain Restaurants division and their family members. Each selected project will run for up to a year, ending by December 2026.

The campaign is supported by a promotional video titled “Pursuing Dreams with Passion”, which showcases young local dreamers including illustrator KAI, 10-year-old skateboarder Wu Yichuan, breakdancer BBoy Tin, and rope-jumping champions Wong Tin Yau and Li Yu Ki.

Their stories reflect how persistence and creativity can break boundaries, reflecting the campaign’s mission to inspire Hong Kong’s youth.

For Genki Sushi, which opened its first Hong Kong outlet in 1995 and grew to the largest sushi chain in the city over the last three decades, the campaign is intended as both a thank-you and a new milestone to be achieved with the city’s next generation.

“We grew from one shop to 80 outlets in 30 years, and we want to give the next generation the same chance to take their first steps,” said Yip Yuk-hong, General Manager of Japanese Chain Restaurants at Maxim’s Group.

The judging panel will include Cheung Siu Lun, an Asian Games silver medallist and former Hong Kong Olympic fencer, as well as representatives from Genki Sushi, the YMCA and film director-lyricist Norris Wong.

“When I started fencing 20 years ago, resources were scarce so I had to borrow equipment. A supportive teacher gave me opportunities, and that changed my life,” Cheung recalled.

He added that for today’s youth, participation matters more than trophies.

“In competitive sport we don’t win every time, but losing teaches resilience. In this campaign, I’ll be looking for courage, creativity and whether participants enjoy the process. That’s what really matters.”

The YMCA will provide professional support to guide the 30 chosen projects throughout the year.

Philip Poon, Vice President, Chinese YMCA of Hong Kong said the campaign would allow young people to explore unconventional ambitions.

“Parents may worry about paths like becoming an athlete or artist, but trial and error is how young people grow. Success isn’t only in the outcome; it’s in the participation,” he said.

In terms of support, YMCA will assign mentors from different service areas and run regular reviews with tailored guidance.
By joining the “NextGen GO!” Campaign, participants could become role models in sports, arts or technology, and even a few successes would be enough to inspire many others.

Yip added that the ultimate measure of success lies not in outcomes but in spirit.

“Even if a dream isn’t fully achieved, the moment a young person takes a step forward, that in itself is already success,” he said.
Applications are now open until November 9. For more details or to apply, visit https://genki-nextgengo.com

Genki Sushi marks 30 years with campaign to help the next generation pursue their dreams