Australia – Tam Jai International, alongside joint venture partner ST Group, has recently opened its first Australian restaurant and overseas franchised outlet on Swanston Street, Melbourne. This marks the group’s foray into the western market and overseas market expansion through partnership models.
This store opening follows Tam Jai International’s plans in November 2023 to expand its overseas presence to the Philippines and Australia.
Located in Melbourne’s central business district and close to Chinatown, the new store is approximately 123 square metres and can accommodate up to 42 patrons. It is expected to benefit from the high foot traffic and large Chinese communities in the area, attracting a diverse customer base. The central location can also help enhance the restaurant’s visibility, contributing to building brand recognition.
Leveraging the extensive local network of TJI’s JV partner, this new store is operated by a sub-franchise partner secured by ST Group. Following the debut of this store, two more restaurants are set to open in Melbourne by the end of the first quarter of 2025, and these will be operated directly by the Group’s JV with ST Group. Sydney is next in the development plan.
Moreover, the new store operates under the brand name ‘TamJai Mixian,’ reflecting the core elements of the Group’s flagship brands in Hong Kong, ‘TamJai Yunnan Mixian’ and ‘TamJai SamGor Mixian,’ and is tailored for international markets. ‘TamJai Mixian’ aims to bring diverse flavors and unique culinary experiences, inspired by the tastes of Hong Kong.
The brand also features a refreshed visual identity characterised by a bold and playful style with a strong Hong Kong influence. The restaurant includes modern décor and a layout designed to engage customers, featuring a soup sampling station at the entrance where visitors can explore the spice levels of TamJai’s signature soup bases and experience the distinct qualities of mixian noodles.
TG Saw, executive chairman and CEO of ST Group, said, “We are proud to be part of the journey to bring the powerful ‘TamJai’ brand to Australia through our partnership with TJI. With its extensive expertise in restaurant operations, including branding, staff training, store and food menu design, IT systems and infrastructure, TJI has provided tremendous support that has been instrumental in making this store debut a success. By leveraging our complementary advantages in operational excellence and local network, we are confident in our continued expansion across Australia.”
Meanwhile, Daren Lau, chairman and executive director and CEO of TJI, said, “This new store in Australia not only embodies our relentless effort in pushing boundaries, but also marks several significant firsts for us – tapping the western market, launching a new international brand, and implementing JV and franchise models to expand our global footprint. We are excited and proud to bring to Australia our distinctive culinary experience that has captured the hearts and appetite of Hong Kong people for close to 30 years. We will build on our experience in expanding into the Australian market through local partnerships to further our mission of ‘Bringing Tam Jai Taste to the World’.”
