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Hong Kong people are known to enjoy good food and are eager to try new experiences. Recently, several well-known Mainland brands have expanded their operations to Hong Kong. They provide residents with the opportunity to savour delicious food and Chinese products without having to venture far from the city. Nong Geng Ji Hunan Home-Style Cuisine, which has more than 100 directly operated restaurants across Mainland China, Singapore and Malaysia, is one such popular brand. It opened a branch at Temple Mall in the first quarter of this year. Channel 823 conducted a special interview with Zhou Xian, Nong Geng Ji’s Director of Operations for Overseas Business, to learn about the brand’s connection with Hong Kong and its collaboration with Link.
When discussing the selection of Temple Mall for Nong Geng Ji’s third branch in Hong Kong, Zhou said, “We chose Temple Mall due to its status as a central community hub, with a large residential populace and considerable foot traffic. Moreover, the nearby Sik Sik Yuen Wong Tai Sin Temple attracts a substantial number of tourists from around the globe year-round. By opening a branch here, we aim to bolster Nong Geng Ji’s brand presence in Hong Kong. Additionally, Wong Tai Sin district offers a diverse array of shops and commercial resources. It serves as a commercial nucleus with well-established facilities and an extensive transportation network. These factors collectively provide an advantageous environment for our business operations and future expansion.”
During their discussions with Link about cooperation, the Nong Geng Ji team observed Link’s strong emphasis on the communities surrounding its shopping centres, which resonated perfectly with Nong Geng Ji’s commitment to being a brand cherished by the people. According to Zhou, “Since our inception, our mission has always been to make our customers feel comfortable, happy and satisfied. In addition to offering healthy, quality-assured food options at our Temple Mall branch, we intend to introduce a range of exclusive benefits for nearby residents, including membership perks and birthday privileges. Furthermore, we’ll organise offline events such as food-sharing sessions to encourage residents to participate. On festive and important holidays, we’ll even host celebratory events like Christmas parties and Mid-Autumn gatherings, creating opportunities to strengthen community bonds.”
Nong Geng Ji has also embraced the concept of “Walking alongside the Community”. Zhou says, “When recruiting for the Temple Mall branch, we prioritise hiring residents from the local neighbourhood.”
Hong Kong’s F&B sector is dynamic and ever-expanding. With the evolving consumption patterns, lifestyle changes and dining preferences in recent years, a rising number of Mainland F&B brands are venturing into the Hong Kong market. “Hong Kong holds a special position for Mainland F&B brands. It shares cultural similarities with the Mainland while also being highly internationalised. Before expanding overseas, many Mainland brands prefer to establish their first outpost here. Moreover, Hong Kong’s international outlook and platform play a significant role in building a strong brand image.” Zhou adds, “The level of consumption in Hong Kong is higher, and people are willing to invest in exceptional dining experiences. This leads us to believe that there is substantial potential for the development of high-end restaurants and distinctive F&B brands in the Hong Kong market.”
In Hong Kong’s fiercely competitive F&B landscape, establishments of all kinds are continuously innovating to stay ahead. Zhou emphasises that Mainland brands aiming to thrive in this environment must enhance their operational efficiency and management standards. “Take Nong Geng Ji, for instance. While there is demand for Hunan cuisine in Hong Kong, we must adapt to the consumption habits and cultural nuances of local patrons. This necessitates adjustments in menu offerings, flavours and service styles to resonate with local preferences.” Regarding the Temple Mall branch, Zhou remains optimistic: “Despite potential competition from nearby Hunan cuisine establishments, we see ample market opportunity in this location.”
