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《假義氣》

 Brand Story

從中國漂洋過海來南洋討生活的先輩，雖然教育程度不高，但卻特別講義氣，大家在陌生的土地彼此扶持，同舟共濟。50 年代，從中國南來的邦咯岛渔村生活的鎮哥是出了義氣子女，只要身邊的親友有麻煩，鎮哥必定挺身而出，拔刀相助，因此備受漁村里的人敬重。某次，有個稱兄道弟的朋友面對生意上的財務問題，，鎮哥二話不說就把錢借給他，助他度過了難關。難關熬了過去，生意也有了起色，這傢伙竟然不把欠下的錢當作一回事，甚至避而不見，這件事令鎮哥十分氣憤。某日鎮哥幾杯酒下肚，終於忍不住摸上門向朋友追債，恰好對方正和一群酒肉朋友花天酒地，当然否認欠錢一事，身边这班猪朋狗友竟然怂恿他动手打人，给镇哥一个教训，最终手无寸铁的鎮哥被砍死！

Long ago, our Chinese ancestors traveled across the seas to the shores of Malaya to earn a living. They weren't well-educated, but they valued fierce loyalty amongst each other. They were men of honour, wholly trusting their lives to comrades, sticking together to survive in a foreign land. During the 1950s, a man settled in Pangkor Island's fishing village. He was called the venerable brother Zhen, as he never failed to help his 'brothers' in need.

Once, Zhen promptly sacrificed his assets to help a brother sorely in need of money for his toppling business. In time, the business recovered and even enjoyed great success, but the ungrateful friend never repaid the money nor acknowledged Zhen's kindness. Instead, Zhen was avoided and ignored.

One day, Brother Zhen downed a few drinks, and found that he couldn't stand this betrayal any longer. Fuelled by the fire of anger and alcohol, he gatecrashed the friend's drinking party to collect his debts. Upon Brother Zhen's confrontation, the friend flatly denied that he owed money to Zhen while the partygoers were goading him to strike and teach Brother Zhen a lesson. The friend obliged, and hacked an unarmed Zhen to pieces!

鎮哥死後，家人為了紀念鎮哥，把《鎮記》燒肉店改名為《假義氣》。自此光顧這家燒肉店的食客看到招牌上《假義氣》三個字，就彷彿看見鎮哥在大聲遣責這種恩將仇報，不公不義的卑鄙行為!

After the death of Brother Zhen, his family changed the name of their roast meat shop from "Zhen Ji" to "Fake Brother" to commemorate the memory of him. Since then,

whenever customers see the words "Fake Bro" on the sign, it is as if they saw Brother Zhen loudly condemning the despicable behaviour of his backstabbing friend!



Brand Value

Today, the virtues of justice, integrity, and honour are lost in practice. Our world is flooded with the influence of warped media, exposing the ugly rise of betrayal amongst politicians and leaders, who are supposed to be the pillars of society. 

Despite the stress we place on morals, men who prioritise personal gains over their humanity run rampant. The values of brotherhood, once sacred, can now be easily bought.

We often hear mothers scold: I'd rather give birth to char siu than give birth to you! Let us digest that food for thought. Since a piece of barbecued pork knows how to behave better, let's gather together, eat roast pork, revive the ethics of brotherhood, and learn to be human!


華族講究做人要懂得禮義廉恥，然而到了這個利字當頭的年代，為了得到好處，或許不介意送上特別貴重的“禮”物，而“義”卻變得十分“廉”價（義氣一斤值多少錢？），做人更厚顏無“恥”！

The Chinese value the importance of living by etiquette, justice, integrity, and honour. However, men of the present are valuing profit more. They shamelessly sell off their precious humanity, and the codes of brotherhood, once sacred, can now be easily bought!

有些政客假仁假義，《假義氣》的燒肉是真材實料！

While some politicians hide in their lies, this Siu Yuk is the real deal!

有些兄弟虛情假意，《假義氣》的叉燒是品質保證！

 While some brother show us fake love, this Char Siu only gives a world of quality!

別要求個個朋友都講義氣，還是吃塊燒肉最實際！
 Don't waste your breath on loyalty to your friends but do the practical thing. Eat roast pork! 

我們常聽父母說：生舊叉燒好過生你！
We often hear our parents say: I'd rather give birth to char siu than give birth to you!

既然一塊叉燒更懂得做人的道理，那麼大家一起來，吃燒肉，學做人吧！
Since a piece of barbecued pork knows how to behave better, let's gather together, eat roast pork and learn how to live!


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