Mention the name “Tam Jai”, and the image of “Tam Jai Jeh Jeh” (the waitresses) and their distinctive accents come readily to mind. Daren Lau (OneMBA 2011), the Chairman, Executive Director and CEO of Tam Jai International Co. Ltd., has successfully capitalised on an online fad with the noodles shop and turned it into branding gold, catapulting this Hong Kong brand to greater prominence both locally and abroad.