Market expansion Archives - MARKETECH APAC

Kuala Lumpur, Malaysia – South Korean bakery-café chain TOUS les JOURS is set to re-enter the Malaysian market, made possible by a partnership by its parent company CJ Foodville and retail and e-commerce group Stream Empire Holdings.

The first branch will be opening in the second quarter at Sunway Pyramid Mall, with a second one planned for Sunway Velocity Mall.

TOUS les JOURS first entered in Malaysia in June 2013 but exited in 2017, closing its four stores back then.

CJ Foodville stated plans to utilise its thriving TOUS les JOURS operations and established supply chain in neighbouring Indonesia to support its expansion into Malaysia, which it views as a key strategic hub for driving further growth in Southeast Asia.

TOUS les JOURS first entered the Indonesian market in 2011 and established a halal-certified production facility there in 2019. By 2023, the brand had grown to over 70 outlets in Indonesia, achieving a 20% year-on-year increase in sales and a 27% year-on-year rise in operating profit.

“We plan to establish TOUS les JOURS as a healthy and fresh premium bakery brand in Malaysia and accelerate our expansion into Southeast Asia. We will create strong synergy effects by utilising our successful business foundation in Indonesia and the infrastructure of our local partner in Malaysia,” a CJ Foodville spokesperson said.

Alongside South Korea and Indonesia, TOUS les JOURS’ East Asia network also comprises stores in China, Vietnam, Singapore, Mongolia and Cambodia.

Kuala Lumpur, Malaysia – Malaysian coffee chain Oriental Kopi is set to raise approximately $40.9m through an initial public offering (IPO) on the Bursa Malaysia Ace Market this month.

A portion of the funds, amounting to $8m, will be allocated to expanding the brand’s footprint with plans to open 13 new outlets across Malaysia and two in Singapore this year.

Another $12m will go toward developing a new head office, central kitchen, and warehouse in Selangor. Moreover, $444k will go to set up an additional 4 specialty retail stores in the central region of Peninsular Malaysia and Johor, $666k for the marketing expenses for its brands of packaged foods segment in Malaysia, and US$1.2m for marketing expenses in foreign countries.

Established in 2020, Oriental Kopi currently operates 20 cafes in Malaysia and one in Singapore. Among its signature offerings are Oriental Coffee, Signature Egg Tart, Nasi Lemak, Mee Siam, Nanyang Curry Chicken Rice, and Chicken Hor Fun.

Manila, Philippines – The Department of Trade and Industry (DTI) has welcomed the recent expansion of the ‘niko and…’ fashion brand, which is part of Japanese retailer Adastria, to the Philippines.

The store’s opening marks a significant milestone in Adastria’s strategic international expansion, and highlights the Philippines’ growing appeal as a retail investment destination.

To facilitate its entry into the Philippines, Adastria formed a joint venture with the Primer Group of Companies. This venture was established with an initial capitalization of PHP160m (US$2.85m). It sees Adastria holding a 75% stake and Primer the remaining 25%.

This partnership ensures the seamless integration of Adastria’s global brand management standards with Primer’s extensive local market expertise.

Adastria has emphasised the significance of the Philippine market for the company’s Southeast Asia expansion, which is driven by the country’s young demographic, growing fashion consciousness, and increasing disposable income.

With the support of PTIC Tokyo and Primer Group, Adastria is poised to deliver an exceptional retail and e-commerce experience tailored to Filipino consumers.

“Adastria’s entry into the Philippine market marks a significant milestone in the evolving Philippine-Japanese partnership in the lifestyle and retail sectors. It stands as a prime example of how collaborative efforts between government initiatives and private sector dynamism can lead to mutually beneficial outcomes—fostering economic growth, enhancing consumer options, and driving innovation across industries,” said Department of Trade and Industry (DTI) Secretary Cristina A. Roque.

Meanwhile, Commercial Counselor and Special Trade Representative Dita Angara-Mathay shared that Adastria has plans to expand its footprint in the Philippines by opening more “niko and…” stores and strengthening its omnichannel presence. This strategy combines the immersive experience of brick-and-mortar retail with the convenience and reach of e-commerce to ensure a seamless and engaging customer journey.

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’.”

India – Celebrating its 50th anniversary, Landmark Group has announced a $1b investment to fuel its expansion across the Gulf, India, and Southeast Asia, aiming to open 400 new stores over the next three years.

Landmark Group’s investment is set to boost its retail footprint by 20% by 2028, alongside increased commitments to ecommerce, supply chain, and technology enhancements as the group builds on its current annual revenue of over $7b (FY ’23-24) across all markets.

The Group’s expansion plans also feature the debut of its latest brand, VIVA, in Saudi Arabia in 2025, along with the rollout of Babyshop, its flagship brand, in four cities across India within the next six months.

Renuka Jagtiani, chairwoman of Landmark Group, said, “We are deeply committed to serving our customers through our own brand portfolio by offering relevant products and value. Physical stores remain a vital part of the retail experience, and we continue to upgrade store design whilst we invest in ecommerce and in the latest technology and innovation. We believe that this is key to staying relevant to ensure a seamless customer experience, both on and off-line.”

“Landmark’s entrepreneurial core, its purpose-driven approach, adaptability, and strong leadership have enabled it to evolve in line with changing consumer habits and needs and play a leading role in advancing the sector,” Jagtiani added.

Backed by a dedicated workforce of over 23,000, Landmark Group has established a strong presence in India over the past 25 years, with nearly 1,000 outlets across 265 cities. The Group plans to add 250 more stores over the next three years—including eight Babyshop locations within six months—and is investing in digital capabilities to achieve 20% annual growth in its Indian e-commerce business over the next five years.

Kabir Lumba, CEO of Landmark Retail, explained, “We still see great momentum with our stores, and our online business is growing strongly at over 20% per annum. To maintain this trajectory, we are committing $1 billion in the next three years towards our physical expansion and upgrading our e-commerce, technology, and supply chain capabilities.”

Landmark Group currently boasts 12 million square feet of automated warehousing and distribution space, including its $350 million Mega Distribution Centre in Jebel Ali. In 2022, it launched Logistiq, a third-party logistics company serving clients beyond its own ecosystem.

“In just 18 months, we have rapidly scaled our last-mile delivery services to handle over 20,000 daily shipments across KSA and UAE for more than 50 clients, with a fleet of over 800 vehicles. Looking ahead, our vision is to build a leading logistics business by developing our end-end supply-chain offering, including freight, warehousing, and cross-border delivery solutions, while expanding our coverage across the GCC,” Lumba continued.

GUT, the South American-based global creative network, has recently made its first foray into Asia-Pacific with the launch of its office in Singapore. This marks the agency’s tenth office globally, with existing offices in Miami, Buenos Aires, São Paulo, Toronto, Mexico City, Los Angeles, Amsterdam, Madrid, and New York.

Following the agency’s recent official Singapore office opening, MARKETECH APAC caught up exclusively with Jessica Davey, managing director at GUT Asia to better understand why this new office launch means much for the agency, and how their vision fits well with the region’s continued advancement–technologically and creatively–globally.

A dream five years in the making

Davey had noted that GUT’s founders–Anselmo Ramos and Gaston Bigio–have long dreamt about opening shop in Asia since the agency was founded in 2018. With that in mind, Davey has expressed that the agency is optimistic about working with a lot of regional and global clients in the region, given how diverse Asia-Pacific is.

“Opening an office in Asia has been a dream of the founders since they first started the agency in 2018 and it represents an incredible opportunity for us as we continue our explosive growth journey. This dynamic and diverse region is home to many global and local clients who are looking for brave and innovative solutions to help drive business growth. Having a presence in Asia makes us a truly global agency network that can service clients anywhere in the world,” she explained.

Speaking on why they chose Singapore as its APAC home, Davey said, “Singapore’s diversity, innovative spirit, and vibrant energy are a perfect fit for GUT’s brave creative approach. We couldn’t be more excited to open our doors in this iconic city that has been pushing the boundaries of creativity, technology, and design and become a part of this amazing community.”

Making brave work right for clients

At the centre of GUT’s vision as a creative agency are three core principles: Courage, Transparency and Intuition. For them, the order of work means being people first, work second and clients third.

This is exactly what Davey also echoed when asked about whan can the region expect from GUT in their expansion to APAC.

“At the centre of our business is our core mantra: we are a brave agency for brave clients. But it is important to acknowledge that bravery isn’t binary, it is a spectrum and that clients all have different paths to bravery,” she said.

She also stressed that creative ‘brave’ work clients means making sure that it fits well their client needs, as well as the needs of the region.

“So we want to make brave work that is right for our clients, their markets & cultures and people. We want to ensure our work reflects this diverse and dynamic region, not just in what we make but in who and how we make it,” she added.

Davey also noted, “With many of our global clients looking for local presence and expertise – the time was right to bring GUT to this market and position ourselves for even greater growth and success around the world.”

Collaboration is all about working together to make impact

Going back to GUT’s three core principles: Courage, Transparency, and Intuition–Davey says that they always ask potential new clients if they are aligned with those values to make sure they are a good fit.

Some of the agencies GUT has recently worked with include AB-InBev, Tim Hortons, Mercado Libre, Coca-Cola, Kraft-Heinz, P&G, and NotCo.

“We have a philosophy called ‘Open Kitchen,’ which is all about working collaboratively with clients. We will do whatever it takes to understand a client’s business, identify communications needs and opportunities, and proactively bring bold ideas to the table,” Davey explained.

When asked about the agency’s future plans in the region, she stated, “Asia has historically been one of the most creative and technologically advanced regions in the world and we are thrilled to tap into the talent and innovation in the region to bring bravery to every touchpoint. We see a huge opportunity to play a meaningful role in pushing the boundaries of what’s possible leveraging technology, design and creativity to connect brands and consumers in this region in impactful ways.”

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As an agency whose mantra revolves around how the more diverse they are, the more creative they are and that they will never be diverse enough. For GUT, they believe that diversity is an ongoing process and measure of intention. As a region whose growth continues to be manifested through growth of digital channels and changing consumer behaviour, there is a huge opportunity for GUT to make a splash in the region and bring its learnings from existing markets to APAC.

Hong Kong – Singapore’s premium ice cream brand, The Ice Cream & Cookie Co. (ICC), has unveiled its first international flagship store in Hong Kong, marking a significant step in its expansion across the Greater Bay Area and North Asia.

Situated in the vibrant Gough Street, Central’s trendy shopping and dining hub, the two-story flagship store serves up scoops, pints, and sandwiches for takeout, along with a diverse selection of coffee, tea, ice cream, desserts, and more, all available to enjoy in its inviting bistro-style seating area.

Arnold Lau, associate director-general of investment promotion at Invest Hong Kong, said, “Hong Kong people are health conscious and demand high-quality food. Together with its strategic location providing an unparalleled bridge between the Mainland and the rest of the world, it is the ideal place for ICC to expand in the region. We wish the brand every success in Hong Kong and beyond.”

Natasha Chiam, co-founder of ICC, also shared, “We are so excited to bring our delicious, much-loved ice cream creations to Hong Kong, our second international market and the first with its very own concept store. This expansion is a significant step towards our vision of becoming the leading better for you ice cream company across Asia.”

She explained, “Hong Kong is not only situated in the heart of Asia but is also on the doorstep of Mainland China and part of the GBA. We will use the city as our North Asia headquarters, with a focus on overseeing the operations in Hong Kong as well as managing our expansion to other regions in the Greater Bay Area and North Asia.”

“Hong Kong’s sophisticated consumer market closely mirrors Singapore’s in terms of taste and demand for quality, so we consider it a great fit for our premium ice cream products. Renowned for our signature ice cream sandwiches and pints, we also offer unique Asian-inspired flavours as well as a wide range of plant-based and diary-free options,” she added.

ICC’s products are also stocked in supermarkets and convenience stores across Hong Kong.

Malaysia – WE Communications (WE), the global communications consultancy, has expanded into Malaysia, launching a new office in Kuala Lumpur through its affiliate, Chase Advisors.

WE’s entry into the Malaysian market is a strategic response to the rising demand for regional communications and advocacy services across diverse sectors, including consumer goods, finance, healthcare, and technology.

The consultancy firm is pursuing further expansion in Asia, strengthening its regional footprint by blending global expertise with local market insights to effectively engage and resonate with local audiences.

“Malaysia is a crucial market for businesses expanding both regionally and globally. With Southeast Asia’s expanding middle class, dynamic digital ecosystem, and strong economic ties between the United States and Malaysia, it’s the perfect time for WE to deepen our presence here and leverage opportunities for growth across the region,” said Kass Sells, CEO of international at WE.

The new office was officially inaugurated by the Honourable Datuk Seri Mustapa Mohamed, a highly respected former Malaysian cabinet minister.

With this launch, Chase Advisors will provide a full suite of WE services, encompassing policy advocacy and advisory, data and analytics, stakeholder engagement, and strategic communications. The new office will be led by Kanesan Veluppillai, managing director for Malaysia, supported by a team of seasoned communications professionals.

“Our team in Malaysia brings a wealth of knowledge in local market dynamics and regulatory environments. We are eager to deliver insights and strategies that will help our clients thrive in this rapidly evolving environment,” Veluppillai shared.

Meanwhile, Nitin Mantri, regional executive managing director for Asia-Pacific at WE and group CEO of Avian WE, commented, “Due to the dominance of social media, mobile-first audiences, and an appetite for hyper-localised content, businesses need a trusted partner to help them navigate an increasingly complex landscape. Our blend of experienced local talent combined with our global specialists creates a compelling advantage. I am excited to see the great work that will come out of our Kuala Lumpur team.”

Manash Neog, managing director at Chase APAC, added, “Malaysia plays a strategic role in global trade and digital infrastructure, and we believe there is significant opportunity ahead of us. Expanding into Malaysia is a natural next step in the Southeast Asia growth strategy, and we have our sights set on further growth into Indonesia.”

Singapore – Fast food chain Chick-fil-A has announced plans to open its first restaurant in Singapore in late 2025, marking the brand’s entry into Asia. The first Chick-fil-A restaurant in Singapore begins with a 10-year long US$75m investment.

In June 2024, Chick-fil-A Asia Pte Ltd hosted a pop-up event in Singapore to help introduce the brand to the community and gain a nuanced understanding of Guest preferences in the region. More than 1,000 people in Singapore enjoyed an iconic Original Chick-fil-A® Chicken Sandwich at the three-day experience.

Through a suggested S$10 donation, attendees helped generate S$30,000 in donations for Community Chest, the philanthropy and engagement arm of National Council of Social Service (NCSS).

Chick-fil-A’s branches span more than 3,000 restaurants globally.

Anita Costello, chief international officer at Chick-fil-A, said, “The profound love that Singaporeans have for food as well as the city’s strategic position as a gateway to the Asian market make it the ideal choice for Chick-fil-A’s first permanent restaurant in the region. We are grateful for the overwhelming support and positive response from Singaporeans so far and we look forward to serving them in 2025.”

Local owner-operators of Chick-fil-A restaurants in Singapore will have the opportunity to be part of the ‘Chick-fil-A Shared Table’ food donation program, which feeds hungry people by sharing surplus food with local nonprofit partners to help those who need it most.

In the United States and Canada, more than 30 million meals have been created for people in need since the program began in 2012.

Hugh Park, head of Asia-Pacific operations at Chick-fil-A (Asia) Pte Ltd., commented, “We are thrilled to introduce Chick-fil-A to Singapore, bringing new jobs and opportunities as we support the local community. Serving our Guests with high quality food and signature hospitality remains our top priority as we do so. Our unique approach, with locally owned and operated restaurants, will also allow us to better connect with people in Singapore as we provide an authentic Chick-fil-A experience.”

Manila, Philippines – Philippine fast-food franchise operator Shakey’s Pizza Asia Ventures (SPAVI) is setting plans to expand its operations in the United States by incorporating a subsidiary in the local market. This was announced in a recent disclosure by SPAVI at the Philippine Stock Exchange (PSEi).

In the disclosure, SPAVI said that the intended principal activities shall include owning and operating stores and franchises, as well as to market Shakey’s Group’s products and brands.

“The incorporated entity will be the Group’s platform in its expansion plans in the territory which will grow systemwide sales, revenues and bottomline internationally via companyowned and franchised stores in the territory,” SPAVI said in a statement.

SPAVI is known for managing and expanding the Shakey’s Pizza brand in the country and across Southeast Asia. Originally founded in the U.S. in 1954, Shakey’s has grown into a family dining restaurant, recognized for its pizza, chicken, and mojos. SPAVI holds the exclusive rights to develop the Shakey’s brand in the Philippines, where it operates hundreds of outlets, and in select international markets.

Apart from Shakey’s Pizza, SPAVI has diversified its portfolio by managing other popular food and beverage brands. It handles Peri-Peri Charcoal Chicken, a fast-casual chain specializing in flame-grilled chicken with various sauces, and R&B Milk Tea, a trendy beverage brand originating from Singapore, known for its milk teas and fruit-based drinks.