Xin Dau Ji (XDJ), a One-Michelin Star Hong Kong restaurant, has launched in EkoCheras Mall as part of Duke Dinings. Duke Dinings is the F&B division under Malaysian property developer Ekovest.
In a statement to A+M, XDJ’s spokesperson said Malaysia is its “best choice” for regional expansion due to its stable economy and spending power, as compared to other Southeast Asian countries. Also, many Malaysians are familiar with the Guangdong-style of cooking. To raise awareness of the new restaurant, XDJ’s spokesperson said it will carry out marketing initiatives on social media and online, establish partnerships with complementing brands such as fine liquor and wine brands, as well as organise special events.
Besides Malaysia, XDJ is also targeting Singapore and the Philippines. The spokesperson added that while it mainly targets families, its ideal group of consumers would be those who can appreciate original Cantonese dishes.
Jong Wei Wei, Duke Dining’s group director said as Malaysia’s F&B sector is booming, it hopes to fill the gap in the market for affordable lifestyle-driven dining concepts, and XDJ fulfills this objective well.
“As a subsidiary of Ekovest, we hope to create synergistic benefits and complement the businesses of the Group. In this case, with the entry of XDJ to EkoCheras Mall, it will enhance the overall retail experience for our shoppers,” Jong said.
EkoCheras is part of an integrated development with over 1,500 units of condominium and serviced apartments, hotels, and office building.