Chinese restaurant brand Tai Er expands into HK with huge investment

Mainland restaurant brand Tai Er (太二)  is expanding its presence into Hong Kong with the launch of four suancai fish (酸菜魚) stores this month in a single investment, showing ample confidence in the city's food and beverage industry.

The locations of the four Tai Er stores span multiple strategic spots in Hong Kong. While two shops in Tsim Sha Tsui and Sha Tin were opened last Saturday (9 December), the remaining two will be opened later this month in Kowloon Tong and Kai Tak. The ingredients and recipe used in Hong Kong will strictly follow the high-quality level set out by the group, according to the Tai Er.

An assisted company of Invest Hong Kong, Tai Er is part of the Jiumaojiu Group and is listed in Hong Kong. It operates more than 670 different branded restaurants in mainland China, Malaysia, Singapore and Canada. Tai Er is known for its suancai fish across the mainland. The company said it has plans to open more shops in the region via Hong Kong in the future.

Jimmy Chiang, associate director-general of investment promotion, Invest Hong Kong, said that Tai Er's decision is a vivid case of the attraction of Hong Kong's vibrant restaurant industry.

"Hong Kong is a gourmet paradise with customers from all over the globe. Local brands, brands from the mainland and those from the West gather and interact in our global hub here creating one of the world's most sophisticated food and beverage ecosystems," he added.

Jason Chen, international business development senior director, Too Two Hong Kong Restaurant, said: “Through many years of hard work and commitment, Tai Er has earned an expanding group of loyal fans, who include many discerning diners from Hong Kong. By opening shops in Hong Kong, we hope to keep our brand awareness growing in the city and beyond.”      

"As Hong Kong is itself a renowned international city as well as a well-known gourmet hub, we can grow our brand via the city to other parts in the region, which helps to build and cement Tai Er's global presence,” he added. 

MARKETING-INTERACTIVE has reached out to Tai Er for more information.

In fact, Tai Er is not the first Chinese restaurant brand to enter Hong Kong. Back in October, Chinese restaurant brand Nong Geng Ji (農耕記• 湘菜館), which owns around 70 restaurants in mainland China, made its debut in Hong Kong with the opening of its first store.

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