TamJai ventures into Malaysia through partnership with Hextar Retail

TamJai International (TJI) has ventured into Malaysia through a strategic partnership with Hextar Retail, a member of the Malaysian conglomerate Hextar Group, as part of TamJai’s further expansion into the Southeast Asian market. 

As part of the agreement, TamJai will collaborate with Hextar on the setup and operation of restaurants under the group’s brands in Malaysia. Meanwhile, Hextar will have the exclusive rights to develop, operate, and manage TJI’s acclaimed brand "TamJai", across Malaysia. This strategic collaboration signifies a major milestone in Hextar’s journey to bring diverse and fast-casual dining experiences to its local community. 

This strategic collaboration signifies a major expansion for both companies, with the first restaurant expected to launch in Kuala Lumpur of Malaysia by the first quarter of 2025. 

Hextar Group operates across a wide variety of sectors including consumer and properties, with a global presence in over 100 countries. In addition to growing its own noodle restaurant brand Zok Noodle House, it has also established thriving collaborations with brand partners from Macau and Mainland China, including Issen Hin Ramen. 

Hextar Group’s solid industry and local market expertise and proven operational capabilities, combined with its strong connections with major malls and suppliers in Malaysia, are poised to facilitate TJI’s smooth market entry and rapid expansion in the country, according to the release.  

The partnership also rides on the trend that Malaysians greatly appreciate a diverse array of noodle types. “As a multicultural nation, they enthusiastically embrace both authentic and fusion noodle dishes inspired by Chinese, Malay, Indian and other international cuisines,” said the release.  

In fact, the noodles category in the country’s F&B market has seen robust growth in recent years, driven by rising consumer demand for diverse and convenient dining options. Overall, the Malaysia foodservice market size is forecasted to reach US$23.95 billion by 2029, growing at a CAGR of 12.81% during 2024-2029.  

With the distinctive taste of its noodles and other food offerings, a highly customisable menu and fast-casual, high value-for-money positioning, TamJai International is well-placed to capitalise on the immense opportunities presented by the evolving noodle preferences and broader F&B trends in the Malaysian market. 

Daren Lau, chairman, executive director and chief executive officer of TamJai International, said, “We are excited to tap into another Southeast Asian country – Malaysia, following Singapore and the Philippines. Once again, we have adopted a partnership model for our foray into a new market, underlining our strategic approach to achieving more efficient overseas expansion at lower risk and capital input.” 

“With Hextar Group’s strong local expertise and proven track record, we are confident of establishing a solid foothold in Malaysia and capturing the enormous growth opportunities there. We look forward to leveraging our experience in the Malaysian market to further expand our global footprint and realise our mission of bringing our unique ‘TamJai taste’ to the world,” he added.  

Hextar Group’s managing director Eric Vo Nghia Huu, expressed enthusiasm about the partnership stating, “We are excited to join forces with TJI as we embark on this new chapter of growth and expansion. This partnership aligns perfectly with our strategic vision of delivering exceptional value to our customers and strengthening our position in the local market.”

Vicca Ng, COO of Hextar Group, said, “Bringing TamJai to Malaysia is an exciting opportunity to introduce a beloved culinary experience to a new audience. We are confident that this partnership will not only enhance our brand portfolio but also set a new standard in the fast-casual dining scene here.”

Dato Eddie Ong, the major shareholder of Hextar Group, added, “TJI’s reputation for quality and innovation perfectly matches our strategic goals. We see immense potential in introducing their unique culinary offerings in Malaysia, and we will continue to support initiatives that broaden HRB’s market position.”

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