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The encyclopedia · Strategy & Leadership · Strategic decision · 2024–2025

Zhujian brought 3 restaurant brands to Hong Kong. It was gone in under 2 years.

The Taiwan-listed restaurant group entered HK in early 2024 with 3 brands — hotpot, BBQ, and Sichuan fish. By late 2025, all 3 stores were closed.

Zhujian Dining Group

What happened

Zhujian Dining Group, a Taiwan-listed restaurant operator, expanded into Hong Kong in early 2024 with three brands: Zhujian Happy Hotpot (築間幸福鍋物), Yakiniku Smile (燒肉Smile), and Zhujian Suan Cai Yu (築間酸菜魚). Each brand had one location in Hong Kong. Within less than two years, all three were shut down.

The Suan Cai Yu store in Causeway Bay closed first. The remaining two — a hotpot restaurant and a BBQ concept in Mongkok — ended operations by late November 2025. Zhujian officially announced it was terminating its Hong Kong subsidiary and withdrawing from the market entirely. The group said it would concentrate resources on its core markets of Taiwan and Japan.

Zhujian was one of several Taiwan and mainland restaurant chains that expanded into Hong Kong in 2023–2024, drawn by the perception of a recovering post-pandemic market. Most found that Hong Kong's consumer spending had not rebounded as expected, and that the territory's high rents and intense competition made it difficult for new entrants to achieve profitability. Zhujian acknowledged that even after adjusting its dining models and marketing strategies, it could not stem the losses.

Why it happened

  • Zhujian entered Hong Kong in early 2024 but found consumer spending remained persistently weak, with post-pandemic recovery falling short of expectations
  • The group adjusted its dining models and marketing strategies but admitted it 'could not effectively stop losses'
  • Hong Kong's high rents and competitive restaurant market made it impossible for a new entrant with only 3 stores to achieve the scale needed for profitability
  • The company decided to terminate its Hong Kong subsidiary and focus resources on Taiwan and Japan, its established core markets
What it cost3 brands, 3 stores; HK sub terminated; exited in under 2 yrcostly

The lesson

A Taiwan-listed restaurant group could not make 3 stores work in HK — when costs exceed what a small network can support, a public balance sheet won't save it.

Sources

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