Tim Ho Wan refreshes brand identity with new leadership team

Hong Kong-based Tim Ho Wan has refreshed its brand identity to strengthen its appeal to a global audience and build stronger brand loyalty.

As part of the rebrand, Tim Ho Wan has updated its visual identity, brand expressions, and manifesto to guide its owned markets and franchise partners on what the brand stands for, and how it should appear across all customer touchpoints.

Driving the rebrand is its newly appointed vice president, global product and marketing, Lisa Leung. Reporting to the Tim Ho Wan global CEO Sheng Lee, Leung is tasked with overseeing the brand’s global product strategy, innovation, sales growth, and brand and marketing communications across customer touchpoints.

Explaining the insights behind the rebrand, Leung told MARKETING-INTERACTIVE, "We aim to build lasting brand equity at every touchpoint and deepen global appreciation for the culture of 'yumcha' (飲茶). By delivering authentic, Michelin recognised dim sum that represents Hong Kong’s flavours consistently across all markets, we will ensure a cohesive, high-quality experience worldwide. We want to earn a place not just on dining tables, but in hearts and memories, and to offer a taste of Hong Kong to the world.”

The rebrand targets all walks of life, cultures, and age groups across 11 markets including Hong Kong, Japan, Korea, Taiwan, the US and Singapore, she said. “We are the ‘champions of the people’; we believe extraordinary dim sum should be for everyone. We’re for those who believe a meal is reason enough to gather, and for those who like to gather around a table full of dim sum for connection, joy, and meaningful moments.”

“We’re for those who seek what’s real - food made with care, authenticity, and heart. We welcome new faces, cultures, and communities to gather and connect over dim sum. Dim sum should be a language that everyone understands,” she added.

Moving forward, Tim Ho Wan aims to strengthen brand awareness and affinity in Hong Kong, Asia, and the US, while tapping into new, younger customers.

Marketing efforts will be focused on communicating yumcha culture, tastes of Hong Kong, and the role of Tim Ho Wan as a bridge that creates bonds and shared stories.

"Great taste will always be the brand’s foundation, and it’s the joy, connection, and meaning alongside it that will take the brand further. Every bite at Tim Ho Wan should reflect that commitment—made with care and served with heart," Leung added.

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