TJI Debuts in Australia With Successful Launch of First Overseas Franchised Store

28th November 2024

(Hong Kong, 28 November 2024) – Tam Jai International Co. Limited (“TJI”, “Tam Jai International”, “TamJai” or the “Company”, and together with its subsidiaries, the “Group”; HKEX stock code: 2217), one of the leading and renowned restaurant groups in Hong Kong, together with its joint venture (“JV”) partner ST Group Food Industries Holdings Limited (“ST Group”; SGX:DRX), opened its first Australian restaurant and overseas franchised outlet on Swanston Street, Melbourne today. This marks the Group’s foray into the western market and overseas market expansion through partnership models.

The grand opening of the new restaurant was officiated by Ms. Roshena Campbell, Deputy Lord Mayor of Melbourne together with Mr. Daren Lau, Chairman, Executive Director and Chief Executive Officer of TJI; Mr. TG Saw, Executive Chairman and CEO of ST Group; Mr. Insu Kim, Director, TJCB Group Pty Ltd, ST Group’s sub-franchise partner; and Hong Kong actor Philip Ng.

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.

This new store opens under the brand name, “TamJai Mixian”, which captures the essence of the Group’s flagship brands in Hong Kong – “TamJai Yunnan Mixian” and “TamJai SamGor Mixian” – and is designed for international markets. “TamJai Mixian” wishes to spice up the world with flavours and excitement, igniting people’s senses with the taste of Hong Kong. The brand presents a new visual identity that embodies a bold and playful character with strong Hong Kong vibes. In addition to modern and exciting décor, its restaurant layout features a soup sampling station at the entrance, allowing new customers to explore the spice levels of TamJai’s signature soup bases, the “heart and soul of the bowl”, while introducing to them to the unique sensory experiences of mixian noodles.

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.

Mr. 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.”

Mr. Daren Lau, Chairman, Executive Director and Chief Executive Officer 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’.”