Tag: Tam Jai International

Hong Kong – Tam Jai International Co. Limited has revealed that its flagship brand, “TamJai Yunnan Mixian,” is the title sponsor of the Hong Kong dance drama ‘STORM CLOUDS.’ Alongside this partnership, the company is launching a series of themed activities to celebrate the heritage of Hong Kong comics and support the growth of local culture and arts.

Inspired by the iconic works of renowned comic artist Ma Wing-shing, ‘STORM CLOUDS’ is a Hong Kong comic martial arts dance drama brought to life by the Hong Kong Dance Company (HKDance). The performance combines multimedia projections, dynamic lighting, electronic music, and a shimmering on-stage pool to bring the comic’s imaginative world to life.

This marks the first-ever title sponsorship for TamJai Yunnan Mixian. Beyond this milestone, Tam Jai will roll out a series of themed activities from January to March, including limited-time mixian offerings, themed crossovers and pop-up stores, exclusive merchandise, and a Hong Kong comic design contest. The initiatives aim to celebrate local comic art culture while nurturing a new generation to preserve and reimagine these timeless classics. 

Additionally, the Group will expand its promotional activities to Mainland China, offering themed limited-edition meal sets, exclusive merchandise, Hong Kong travel packages, and tickets to the ‘STORM CLOUDS’ dance drama, giving customers a chance to experience Hong Kong’s unique culture and artistic charm firsthand.

Daren Lau, chairman, executive director, and chief executive officer of TJI, said, “We are honoured to join hands with HKDance for the first time and be the first Hong Kong restaurant group to collaborate with the local classic comic IP ‘Storm Riders’ to present this martial arts dance drama. This represents a pioneering collaborative initiative across the catering, comic, and dance sectors, encouraging more young people to participate in art creation and supporting the development of local art and culture, which echoes with the Group’s ‘Uplifting People’ philosophy.” 

“Through this cross-sector collaboration, Tam Jai hopes to tie our distinctive ‘Tam Jai Taste’ with the Hong Kong comic culture, allowing the public to appreciate and experience the charms of Hong Kong comics in various ways, thereby broadening the reach of the city’s unique vibe and classic art and injecting new vitality to the development of local art and culture,” Lau added. 

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’.”

Hong Kong – Restaurant group Tam Jai International (TJI) has announced its plans to expand its presence in the Philippines and Australia. 

For the Philippines, it has announced a potential franchise partnership with a subsidiary of the Philippine conglomerate Suyen Corporation. Meanwhile, for its foray into the Australian market, it has announced a joint venture with ST Group Food Industries Holdings Limited.

TJI entered into a memorandum of understanding and heads of terms with BVCUISINE, a subsidiary of the Philippine conglomerate, Suyen Corporation, in relation to the proposed entry into the Philippine market by way of a franchise arrangement. 

This MoU, made in August this year, will grant an exclusive license to BVCUISINE to set up and operate restaurants under the group’s brands in the Philippines.

Meanwhile, a joint venture company which is 49% owned by TJI and 51% owned by ST Group, has been established and the JV company will be granted the master franchise rights to operate restaurants and associated delivery services under one of the Group’s brands in Australia and New Zealand. 

In addition, the joint venture will be able to enter into further sub-franchise agreements with other partners to facilitate the group’s expansion. TJI also retains the right to open and operate self-operated restaurants in the two countries under the TamJai Yunnan Mixian and TamJai SamGor Mixian brands.

Daren Lau, chairman, executive director and chief executive officer at Tam Jai International, said, “Building upon our investment and the development of a strengthened management team over the past year, we are thrilled to embark on an exciting new chapter for TJI with the introduction of a franchising model as we enter the inaugural Western market, Australia, and the Philippines.”

He added, “In particular, our JV partnership with ST Group, an experienced franchised F&B operator in Australia, not only paves the way for a successful and expedited expansion in Australia, but also establishes a strong foundation for future ventures into other Western markets, propelling our mission to bring ‘Tam Jai Taste’ to the world.”