Majiyong opens first HK store as part of global expansion

Majiyong (馬記永), a Chinese food brand specialising in Lanzhou beef noodles, has launched its first outlet in Hong Kong, marking a strategic move to expand internationally via the city.

Established in 2019 under its parent company, Shanghai Huaqiao Catering Management, Majiyong has expanded to over 360 directly operated stores across mainland China by combining what it describes as high-quality ingredients, hand-pulled noodles, standardised operations, and contemporary dining environments.

The new restaurant, which is supported by InvestHK, is located in Tuen Mun Town Plaza, and officially opened on 22 October.

To build buzz before the grand opening, the store initiated a social media campaign. Customers were encouraged to participate by following Majiyong’s official accounts, sharing photos of the store’s pre-opening hoarding, and using the hashtag #MajiyongLanzhouBeefNoodlesTuenMunFirstStore. Participants could redeem a HK$40 voucher by presenting their posts in-store.

In a subsequent social media post, the brand also promised a series of engaging launch events and complimentary gifts for early customers.

What's more: Modu Consulting brings two Korean restaurant brands to HK

The choice of Hong Kong for its international debut was a deliberate strategic decision, said Huang Ziyue, deputy general manager for the Hong Kong market and director of Hong Kong, Macao, and Southeast Asia development at Shanghai Huaqiao Catering Management.

“Hong Kong's diverse food culture, consumers who pursue high-quality dining experiences, and its status as an international financial centre provide an excellent platform to build our brand image and enter overseas markets,” Huang added. “It is the ideal gateway for us to go global and introduce Lanzhou beef noodles to the international market.”

Looking forward, Huang confirmed that Majiyong intends to use Hong Kong as a launchpad for other regional markets and will introduce digital ordering systems and membership platforms tailored for international customers.

“We welcome Majiyong’s choice of Hong Kong as the first stop for its international expansion,” said Jimmy Lau, assistant director-general of InvestHK. “As a premier gateway connecting the mainland and international markets, Hong Kong is the perfect springboard for mainland enterprises to ‘go global’. We believe Majiyong will inject fresh vitality into Hong Kong’s catering industry and use the city as a base to expand into international markets.”

MARKETING-INTERACTIVE has reached out to Majiyong for more information.

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