TamJai Mixian cooks up Malaysian debut at Sunway Pyramid

Hong Kong’s beloved noodle chain TamJai Mixian has officially entered the Malaysian market, marking a new milestone in its Southeast Asia expansion strategy. The brand opened its first local outlet at Sunway Pyramid, Selangor, on 29 July through a strategic partnership with Hextar Retail, a subsidiary of Malaysian conglomerate Hextar Group.

The launch reflects parent company Tam Jai International’s (TJI) increasing focus on overseas growth via partnership models, particularly in fast-growing markets across Southeast Asia. The collaboration with Hextar Retail, a multi-concept F&B operator, provides TamJai with on-the-ground operational support, local market insights, and scalability across Malaysia’s competitive casual dining sector.

Don't miss: TamJai sister brands unveil mobile games as part of loyalty revamp

To mark the launch, Hong Kong celebrity couple Kevin Cheng and Grace Chan made a special appearance, bringing star power to an event that blended Hong Kong flair with Malaysian energy. The festivities were further amped up by a fiery live performance from local dance crew Steady Gang. As part of the opening celebration, the first 20 customers to register as members and spend RM60 or more will receive an exclusive limited-edition TamJai Mixian merchandise set.

Located in a high-footfall zone of Sunway Pyramid mall, the 136-square-metre outlet seats 57 diners and is positioned to capture a mix of student, professional, and family traffic.

The store also debuts the new unified TamJai Mixian brand identity: a consolidation of the previously separate TamJai Yunnan Mixian and TamJai SamGor Mixian brands, now brought together under a single modern brand expression. With bold red-and-green interiors, playful “spicy cloud” neon signage, and an open kitchen concept, the outlet blends nostalgic Hong Kong street food culture with a more contemporary, experience-led aesthetic.

“Malaysians have long been familiar with Hong Kong culture and cuisine. And with our deep understanding of local tastes, it’s our duty to bridge that connection and make TamJai even more relatable and accessible to the Malaysian palate," said Eddie Ong, CEO of Hextar Group. “We’re honoured that the Hong Kong team has entrusted us with this vision."

TJI’s Daren Lau echoed the sentiment, adding, “Bringing TamJai Mixian to Malaysia marks our most exciting Southeast Asian expansion yet. Now, with our arrival in Malaysia, we’re taking another step toward our goal of 'bringing the taste of TanJai to the world'."

TamJai Mixian has made its Malaysia debut with a refreshed brand identity, combining TamJai Yunnan Mixian and TamJai SamGor Mixian into one. The new concept blends Hong Kong street food culture with bold design elements, including neon spice-level lights, a red-and-green palette, and playful nods to chilli heat and noodles.

The menu features eight signature bowls, including the TamJai Supreme with 15 toppings, Numbing & Spicy Mala Soup, and Tomato Soup Mixian. Localised sides such as TuFei™ Chicken Wingettes, Sliced Pork Belly with Mashed Garlic, and Century Eggs with Garlic & Chilli Sauce bring a distinctly Hong Kong flavour with a Malaysian twist.

Diners can also build their own bowls with six soup bases, over 20 toppings, and custom spice levels. Prices start from RM7.90, and the outlet includes Malaysia’s first soup-tasting counter, helping guests find their perfect mixian combination.

Earlier in 2024, TamJai had signed an agreement with Hextar Retail for its venture into Malaysia. As part of the agreement, TamJai will collaborate with Hextar on the setup and operation of restaurants under the group’s brands in Malaysia. Meanwhile, Hextar will have the exclusive rights to develop, operate, and manage TJI’s acclaimed brand "TamJai", across Malaysia. The strategic collaboration signified a major milestone in Hextar’s journey to bring diverse and fast-casual dining experiences to its local community.

Hextar Group operates across a wide variety of sectors including consumer and properties, with a global presence in over 100 countries. In addition to growing its own noodle restaurant brand Zok Noodle House, it has also established thriving collaborations with brand partners from Macau and Mainland China, including Issen Hin Ramen. Outside of Hong Kong and Mainland China, TamJai Mixian is also present in Singapore, Australia and Japan.

Hextar Group's other subsidiary Hextar Industries, is also the local partner for Chinese chain Luckin Coffee, with the exclusive rights to develop, open and operate coffee shops under the Luckin Coffee brand across Malaysia. To date, Hextar Industries has opened 24 stores since it debuted the Luckin brand in Malaysia in January 2025.

Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join the industry's leading marketers at Digital Marketing Asia 2025 Malaysia on 30 October to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.

Related articles:
TamJai SamGor and HK Express take bold new spicy flavour to the skies
TamJai SamGor leverages wordplay to promote new dining concept
TamJai SamGor drops single-serve hotpot to celebrate solo dining