Jollibee Group eyes Taiwan expansion with Tim Ho Wan's 32-store target

Jollibee Group is accelerating the expansion of its dim sum brand Tim Ho Wan in Taiwan, unveiling a four-year growth plan that will double its store network while using the market to pilot a new concept store aimed at increasingly mobile consumers.

The expansion will see Tim Ho Wan grow from 16 to 32 outlets in Taiwan by 2030 through its local franchisee, reinforcing the market's role as one of the brand's strongest franchise operations and highlighting the restaurant group's confidence in franchise-led international growth.

Alongside the store rollout, Taiwan will become the testing ground for a new concept store format designed to cater to changing consumer behaviour. Insights from the pilot are expected to inform future expansion across other markets.

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"Taiwan is one of Tim Ho Wan's most established and successful franchise markets, and we are excited about the opportunity to bring the brand to even more consumers in the years ahead," said Lee Yeong Sheng Lee, CEO of Tim Ho Wan.

"Our four-year growth plan builds on the strength of the brand, the capabilities of our Taiwan franchisee, and the market's long-term potential. The new concept store format we plan to pilot in Taiwan is designed to reach increasingly mobile consumers and generate learnings that can support Tim Ho Wan's growth in other markets."

The expansion is underpinned by an enhanced franchise platform in Taiwan, where Hoyii Life remains Tim Ho Wan's exclusive franchise operator, overseeing both company-owned outlets and sub-franchise expansion.

The growth strategy has also been strengthened by the investment of Collins Co., a Taiwan-listed diversified company with interests spanning retail, healthcare, trading and renewable energy, which has become Hoyii Life's majority shareholder.

According to the company, the additional backing will provide greater resources to accelerate store openings and support the development of the new store concept.

Jeff Lin, CEO of Hoyii Life, said the partnership with Jollibee Group has strengthened the brand's long-term prospects in the market.

"Since Tim Ho Wan became part of Jollibee Group, we have felt a stronger level of support behind the brand - from marketing and dining experience to product development, training, and operational guidance," he said.

"With Jollibee Group's extensive F&B experience, clear roadmap for Tim Ho Wan's future, cohesive global brand strategy, and insights from its direct operating markets, we are confident that Tim Ho Wan can double its footprint in Taiwan by 2030 while continuing to deliver the quality and familiarity customers have come to trust."

Tim Ho Wan joined Jollibee Group's portfolio following the completion of its ownership and management transfer in January 2025, becoming a key pillar of the group's Chinese cuisine ambitions.

Founded in Hong Kong in 2009, the dim sum chain has grown to more than 80 locations globally. In its first full year under Jollibee Group's ownership, its flagship Sham Shui Po restaurant also secured its 17th consecutive Michelin recognition.

For Jollibee Group, the Taiwan initiative also serves as a blueprint for scaling Tim Ho Wan internationally through a franchise model that combines established brand equity with local operating expertise.

"Tim Ho Wan gives Jollibee Group a distinctive platform in Chinese cuisine, anchored by a globally recognised brand, proven menu offerings, and opportunities for disciplined, market-relevant expansion," said Richard Shin, CEO of JFC International and global chief financial and risk officer of Jollibee Group.

"Our Taiwan growth plan reflects how the brand can create long-term value by working with capable franchisees to expand in markets where consumers are seeking authentic and accessible Asian dining experiences."

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