City Super

Name

City Super

Legal name

City Super Limited

Website

https://citysuper.com.hk

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Product category

Premium Specialty Retail

NAICS

Specialty Food Retailers (4452), Grocery and Convenience Retailers (4451)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Specialty Food Gift Shops & Hampers (CRAHAGAN)

akta.pro secondary industries

Hypermarkets / Supercenters (GM + Grocery) (CRAGABAC), Luxury Home & Lifestyle Department Stores (CRAGADAG)

Keywords

• Premium grocery retail
• Specialty food stores
• Curated gourmet foods
• Lifestyle retail
• Omnichannel retail

Headquarters

HQ city

Hong Kong

HQ country

Hong Kong SAR China

HQ region

Asia

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Sales - Food & Lifestyle Products: Core revenue stream from sale of premium food and lifestyle products across city' super and city' super neighbourhood formats. Revenue is generated through physical retail stores and E-Shop / mobile app channels. Product categories include fresh produce, premium seafood, quality meats, fine wines, cheese, dairy, health foods, snacks, and daily necessities. In-store dining concepts (Fusion Deli, RF1, Little Mermaid, Danish Bar, sweets house Cha Cha) and restaurants (cafe ToGather, iza'bis, MIKURA) add food & beverage revenue.
2. Membership & Loyalty Programme: Revenue supported by membership programme that drives repeat purchase frequency and customer retention. super e members earn loyalty points redeemable for eCoupons. super e-gold members (requiring HK$30,000 annual spend) receive year-round 3% discount and premium services, incentivising higher spending per visit. Stored-value card top-ups (max HK$3,000) provide working capital.
3. Corporate Sales: B2B revenue stream providing shopping vouchers, festive and year-round hampers, party set and bento service, and personalised corporate gifting to business customers. Targeted at corporate clients for employee rewards, client gifts, and events.
4. Food & Beverage - In-store Dining & Catering: cafe ToGather operates as a full-service cafe with a curated menu (All-Day Breakfast, wagyu burgers, pasta, desserts, milkshakes, coffee). iza'bis (Japanese izakaya-style and European bistro) and MIKURA (authentic Japanese restaurant) operate within city' super stores. SFB Limited produces Japanese ready-to-eat food for takeaway outlets. Delivery service for lunch and dinner is available from city' super neighbourhood stores.
5. Wholesale & Trading: SFA Limited (established 2000) wholesales Japanese sake to Japanese restaurants and food/non-food products to restaurants, hotels, and corporate clients in Hong Kong. City Super Japan Limited (established 1999) exports Japanese food/non-food products overseas and imports international food and alcoholic products to Japan. City Super Taiwan Limited (established 2001) handles import/export in Taiwan and wholesales Japanese sake in Taiwan. City Super Ocean Export LLC (established 2005) exports North American food/non-food products to overseas countries.

Pricing tiers

Go-to-market motion2 records

Distribution channels11 records

Marketing channels8 records

Core offering

City Super Group operates a multi-brand premium lifestyle retail chain across Hong Kong, Shanghai, Nanjing, and Taiwan under four core brands: city'super (international gourmet food market with 300+ curated premium global brands), city'super neighbourhood (community-focused specialty supermarket), LOG-ON (interactive lifestyle destination offering stationery, fashion, tech, beauty, and travel products), and cafe ToGather (Japanese-inspired café). The group sells its own curated assortment of fresh produce, premium seafood, meats, wines, and lifestyle goods directly through physical stores, branded E-Shops, and mobile apps, and also runs in-store dining concepts (Fusion Deli, Little Mermaid bakery, MIKURA Japanese restaurant, iza'bis), a personalization service (MANUAL FACTORY), and a B2B Corporate Sales programme for vouchers, hampers, and party sets.

Product overview

City Super Group operates a multi-brand retail portfolio consisting of four core brands: city'super (international gourmet food market with 300+ curated premium brands), city'super neighbourhood (community-focused quality living supermarket), LOG-ON (lifestyle destination for curated products including stationery, beauty, travel, and tech gadgets), and cafe ToGather (Japanese-inspired café). The group also operates multiple sub-brands and food counters including Fusion Deli, RF1 SOZAI, Little Mermaid bakery, Danish Bar, sweets house Cha Cha, MANUAL FACTORY personalization service, MIKURA Japanese restaurant, and the ROYCE' chocolate concession. The group supports its retail operations with a loyalty program (super e/super e-gold membership), e-commerce platforms (city'super E-Shop and LOG-ON E-Shop), and corporate sales services. The company was founded in 1996 and operates 19 stores in Hong Kong, 3 in Shanghai, 1 in Nanjing, and 10 in Taiwan.

Differentiator

Problem solved

Functional benefit

Brands

• city'super: International gourmet food market offering premium quality artisan ingredients including fresh fruit, vegetables, seafood, meat, fine wines, health foods and snacks.
• city'super neighbourhood
• LOG-ON
• cafe ToGather

Products and services

• city'super International gourmet food market offering premium quality artisan ingredients including fresh produce, seafood, meat, fine wines, health foods, and snacks sourced from 300+ curated global brands; caters to home cooks and food lovers seeking global variety and premium quality.
• city'super neighbourhood Community-focused mega specialty supermarket integrating quality living with community connections; offers grocery items, lunch and dinner delivery within 3 hours, and educational activities for families and kids.
• LOG-ON Interactive lifestyle destination store bringing together unique, high-quality products from around the world including stationery, gadgets, photographic items, fashion accessories, travel gear, beauty, and wellness products; features MANUAL FACTORY personalization services.
• cafe ToGather Japanese-inspired café offering signature dishes crafted with fine ingredients including Japanese eggs and Little Mermaid bread, providing a peaceful dining environment for friends, families, and colleagues to gather; all-day breakfast, wagyu burgers, pasta, desserts, milkshakes, and coffee.
• super e Membership Program Two-tier loyalty programme: super e (free membership earning 1 loyalty point per HK$1 spent, redeemable for HK$10 eCoupons per 1,000 points, with daily Member Price discounts and birthday offers) and super e-gold (requires HK$30,000 annual spending for 3% year-round discount, flexible reward redemption up to HK$2,500, priority services, free home delivery, and affiliated merchant benefits).
• city'super E-Shop Branded e-commerce platform and iOS/Android mobile app for city'super products with member login, loyalty point earning, eCoupon redemption, and delivery to Hong Kong addresses; offers exclusive E-Shop promotions during shopping festivals.
• LOG-ON E-Shop Branded e-commerce platform and iOS/Android mobile app for LOG-ON lifestyle products including stationery, fashion accessories, tech gadgets, beauty, wellness, travel gear, and collectibles; loyalty programme integrated with E-Shop-exclusive offers.
• MANUAL FACTORY Personalisation service and gift centre within LOG-ON offering embossing, engraving, heat pressing, button making, leather embossing, card & wrapping, print & present, stamp & seal, and pen & ink customisation services at dedicated service counters.
• MIKURA by city'super Authentic Japanese restaurant operated within the city'super ecosystem at sugar+ in Causeway Bay, offering a full Japanese dining experience.
• city'super EKI Convenience store format of city'super located at MTR Admiralty station, offering curated grab-and-go premium food and lifestyle items for commuters.
• Corporate Sales B2B corporate gifting and bulk ordering service providing shopping vouchers, festive and year-round hampers, party sets, bento service, and personalised corporate gifting to business customers for employee rewards, client gifts, and events.
• city'super Gift Card Gift card valid for 36 months after activation, usable at all city'super and LOG-ON stores in Hong Kong.

Quantifiable outcome

• Over 90% of super e members bring their own bags (environmental initiative)
• +3 more outcomes

Named customers6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Affiliated Merchant Partners (ANTEPRIMA, ANTEPRIMA WIREBAG, ATSURO TAYAMA, COCKTAIL, MARIMEKKO, THE LITTLE SHOP, 45R, INDIVI, OZOC, Pearly Gates, Furla, Heroic Rendezvous, Vetement)minorChannel Partner/ Reseller/ Distributor · 1 January 2026super e-gold members enjoy exclusive discounts at affiliated merchants (10% off at listed brands). These are retail partnerships where super e-gold members receive preferential pricing at partner brand stores.
• BLIND by JWminorStrategic or Co-development Partner · 20 November 2024LOG-ON collaborated with Hong Kong designer brand BLIND by JW to create the MF BEAR Discovery Journey product line, featuring shoulder bags, tote bags, card holders, scarves, makeup brush holders, and travel accessories. The design was inspired by the craftsmanship of LOG-ON Manual Factory Bear's DIY spirit and allows customers to participate in the creation process while exploring Hong Kong.
• ReMIX - Industrial Designers Society of Hong KongcoreStrategic or Co-development Partner · 20 November 2024LOG-ON participated in the ReMIX (ReMIX - Yesterday's Future, Invent Tomorrow!) creative business partnership program organised by the Industrial Designers Society of Hong Kong with the Cultural and Creative Industries Development Agency as lead sponsor. The 3rd edition paired 10 brands with 10 design teams, resulting in 51 innovative products. This was the first time a food brand, retail brand, and a Greater Bay Area brand were included.
• Hong Kong Premium Brand x Hong Kong Designers (Multiple)minorStrategic or Co-development Partner · 20 November 2024Partnerships with multiple Hong Kong designers as part of the ReMIX programme, including: Leung So Kee x Studio of Sai (handcrafted umbrellas), Koon Wah Food x Head & Tail (self-heating snack sets), afontane x InnoSphere (pet products), Laws Knitters x Alex King Atelier (knit travel accessories), Fotomax x Palette Code Design (photo frames), BAST Lighting x Stork Stork Design (lighting), Easily Home x SOTI Design (furniture), INFINITE x MMM Design Studio (pet bathing products).
• World Food Rescue WeekminorGTM or Marketing Partner · 30 May 2024City Super Group participated in World Food Rescue Week 2024 (May 2024), a food rescue and sustainability initiative to reduce food waste and promote responsible consumption.
• PleatsmamaminorGTM or Marketing Partner · 1 February 2024LOG-ON partnered with Pleatsmama (February 2024) for sustainable lifestyle product collaborations, aligning with the Say No to Plastic! environmental initiative.
• Ocean Park Hong KongminorGTM or Marketing Partner · 1 January 2024City Super Group partnered with Ocean Park Hong Kong for the Mission R - Eat Local programme in October 2024, promoting local food and sustainable dining experiences as part of community wellness and ESG initiatives.
• North American Food & Non-food Producers (Export Partners)coreChannel Partner/ Reseller/ Distributor · 1 January 2005City Super Ocean Export LLC (established 2005 in San Francisco/Richmond, CA) exports North American food and non-food products to overseas countries. The company maintains sourcing relationships with North American producers and brands for global distribution.
• Japanese Food & Non-food Producers (Export Partners)coreChannel Partner/ Reseller/ Distributor · 1 January 1999City Super Japan Limited serves as a trading and export company for Japanese food and non-food products to overseas countries, and as an importer and wholesaler of international food and alcoholic products into Japan. The company maintains sourcing relationships with Japanese producers and brands.

Scale indicators7 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Jason's Marketplace: Premium supermarket in Singapore operated by Dairy Farm Group, focused on imported gourmet products, fresh produce, and lifestyle goods. Closely comparable in assortment curation, in-store dining integration, and Asian metropolitan premium positioning to city'super.
• Great: Singapore's premium supermarket chain operated by the Cold Storage/Dairy Farm Group, focused on imported and gourmet foods, fresh produce, and lifestyle goods. Direct regional peer in Asian premium grocery with similar curated assortment and affluent urban customer base.
• Whole Foods Market: US-based premium natural and organic food retailer (Amazon-owned) operating large-format stores with curated assortment, prepared foods, and in-store dining. The global benchmark for premium grocery retail and the closest analogue to city'super's curated assortment and prepared foods model.
• Dean & DeLuca: Premium gourmet food marketplace offering curated international foods, fine wines, cheese, and prepared foods. Operated stores in Hong Kong and Asia with similar premium positioning to city'super; comparable format combining grocery, deli, and café concepts under one banner.
• Marks & Spencer: UK-based premium retailer with strong food hall business (M&S Food) offering premium own-brand groceries alongside clothing and home. Comparable multi-category premium retail model with curated own-brand and third-party assortment, and a global multi-format footprint similar to City Super Group's four-brand structure.
• Eataly: Italian premium food marketplace combining grocery, restaurants, and cooking schools in large-format destinations. Closest global analogue to city'super's integration of premium food retail with in-store dining (cafe ToGather, MIKURA, iza'bis, Fusion Deli) and curated imported assortment.

Regional players

• Wellcome: Hong Kong supermarket chain (Dairy Farm Group) operating across the city. Same HK grocery market as city'super but with broader mass-market positioning; a key regional competitor for urban grocery share with overlapping supplier relationships in Hong Kong.
• ParknShop: Hong Kong's largest supermarket chain (AS Watson Group) operating mass-market grocery stores across Hong Kong and mainland China. Overlaps with city'super in the Hong Kong grocery market but at mass-market price point; key regional competitor for urban grocery share and mall real estate.

Broad incumbents

• Lane Crawford: Hong Kong-based luxury department store offering fashion, beauty, and homeware from international brands. Comparable premium lifestyle positioning to LOG-ON and city'super, and shares the same Hong Kong luxury consumer base, including super e-gold members.
• AEON: Japan-headquartered large-format retail conglomerate operating supermarkets, general merchandise stores, and malls across Asia. Provides scale and supply chain reference points relevant to City Super Group's Asian sourcing operations, though it operates mass-market format rather than premium positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@citysuperhk4620
• Facebookfacebook.com/citysuper
• Instagraminstagram.com/citysuperhk

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about City Super