Asiaway

What Asiaway does

Asiaway is a privately held Swiss food company (legal entity ASIAWAY AG) operated by the second generation of a Vietnamese-Chinese family, active for over a decade in the Swiss Asian food market. The business runs three integrated arms from a single brand: a chain of retail shops in five Swiss cities (Winterthur, Zürich, Luzern, St. Gallen, Zug) selling Asian groceries for home cooking; four dine-in restaurants (Vietnamese Cuisine, Thai Cuisine, and Shanghai Cuisine in Winterthur, and Asian Cuisine in Zürich); and a B2B wholesale distribution arm serving restaurants and retailers with a catalog of more than 3,000 articles.

The wholesale operation is the supply backbone of the group. Products are imported directly from China, Singapore, Thailand, and Vietnam, with fresh produce arriving three times weekly from Thailand and Vietnam. Goods are held in five storage locations across Switzerland, enabling 48-hour standard delivery and an express option at a 10% surcharge (minimum CHF 50). Pricing is custom-quoted per customer, order intake is via email, fax, or a tailored order form, and invoice payment terms are available on agreement. Restaurant concepts and retail shops are co-located, allowing the wholesale supply chain to feed the company's own kitchens and shelf space.

Revenue mechanics are conventional retail and foodservice: one-time consumer purchases at shops, dine-in restaurant transactions augmented by Just Eat and Uber Eats delivery, and transactional B2B wholesale invoicing. The customer base spans individual consumers, restaurant operators, and independent retailers in Switzerland, with no disclosed enterprise anchor customers or recurring contract model. No technology platform, AI components, or external funding are associated with the business; it operates as a self-funded family enterprise targeting authentic Asian food distribution and consumption in the Swiss market.

Name

Asiaway

Legal name

ASIAWAY AG

Website

https://asiaway.ch

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

Asiaway is a Swiss family-owned operator combining Asian grocery retail, dine-in restaurants, and B2B wholesale food distribution, serving Swiss consumers, restaurants, and retailers with directly imported Asian products.

Ownership category

akta.pro rank

Product category

Asian Food Retail and Restaurant Services

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (445110), Other Specialty Food Retailers (44529)

SIC

Retail-Grocery Stores (5411), Retail-Eating Places (5812), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

International Specialty Ingredients & Import Markets (CRAHAFAL)

akta.pro secondary industries

East Asian (Chinese/Japanese/Korean) Grocery Stores (CRAHAFAE), Ethnic & International Foods Wholesale Distribution (CRAOAAAJ)

Keywords

• Asian grocery retail
• Authentic Asian cuisine
• Asian food wholesale
• Restaurant dining services
• Pan-Asian food distribution

Headquarters

HQ city

Zürich

HQ country

Switzerland

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Retail Food Sales: Sale of Asian food products and ingredients to individual consumers through retail shop locations across Switzerland
2. Restaurant Dining: Revenue from sit-down dining experiences at multiple restaurant locations offering Vietnamese, Thai, Shanghai, and general Asian cuisine
3. Wholesale/Bulk Food Supply: B2B supply of Asian food products to restaurants and retailers, with over 3,000 articles in assortment, direct imports from Asia, and delivery services including express options

Go-to-market motion3 records

Distribution channels4 records

Marketing channels2 records

Core offering

Asiaway runs three integrated operations in Switzerland: (1) Asian-cuisine restaurants — Vietnamese, Thai, Shanghai, and Asian Cuisine — in Winterthur and Zürich; (2) retail grocery shops in five Swiss cities (Winterthur, Zürich, Luzern, St. Gallen, Zug) selling Asian food products and ingredients; and (3) a wholesale/B2B food distribution arm supplying restaurants and retailers with over 3,000 Asian articles imported directly from China, Singapore, Thailand, and Vietnam, with fresh produce delivered three times weekly and 48-hour delivery from five storage locations.

Product overview

Asiaway operates a three-part business model consisting of restaurant services, retail shops, and wholesale/food service distribution. The company offers Vietnamese, Thai, Shanghai, and Asian fusion cuisine through its restaurant locations in Winterthur and Zürich. Its retail shops across five Swiss cities (Winterthur, Zürich, Luzern, St. Gallen, Zug) sell Asian food products for home cooking. The wholesale division supplies restaurants and retailers with over 3,000 Asian food products, featuring products imported directly from China, Singapore, Thailand, and Vietnam with thrice-weekly deliveries of fresh produce.

Differentiator

Problem solved

Functional benefit

Brands

• Shanghai Cuisine: Shanghai Cuisine restaurant in Winterthur offering traditional Shanghai dishes.
• Asian Cuisine
• Thai Cuisine
• Vietnamese Cuisine

Products and services

• Restaurant Services Sit-down dining establishments offering authentic Asian cuisine including Vietnamese, Thai, Shanghai, and Asian fusion dishes, with locations in Winterthur (Vietnamese Cuisine, Thai Cuisine, Shanghai Cuisine) and Zürich (Asian Cuisine). Customers can dine in or order via third-party delivery platforms.
• Vietnamese Cuisine Restaurant Vietnamese restaurant located in Winterthur, offering authentic Vietnamese dishes with fresh ingredients; available for dine-in and via Just Eat and Uber Eats delivery platforms.
• Thai Cuisine Restaurant Thai restaurant located in Winterthur, providing authentic Thai dishes and spices in a stylish ambiance; available for dine-in and via Just Eat and Uber Eats delivery platforms.
• Shanghai Cuisine Restaurant Shanghai-style restaurant located in Winterthur, offering traditional Shanghai dishes prepared with fresh ingredients; available for dine-in and via Just Eat and Uber Eats delivery platforms.
• Asian Cuisine Restaurant Asian restaurant located in Zürich, providing a broad range of Asian culinary specialties in a modern, inviting ambiance; available for dine-in and via Just Eat and Uber Eats delivery platforms.
• Retail Asian Grocery Shop Physical retail stores selling Asian food products, ingredients, and specialties for home cooks, with locations in Winterthur, Zürich, Luzern, St. Gallen, and Zug serving individual consumers directly.
• Wholesale/B2B Food Service Distribution (Handel) B2B wholesale distribution of Asian food products to restaurants and retailers across Switzerland, with an assortment of over 3,000 articles imported directly from China, Singapore, Thailand, and Vietnam, thrice-weekly fresh produce deliveries, 48-hour standard delivery from five warehouse locations, and an express-delivery option for urgent orders. Pricing is customized per customer via bespoke order forms.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Two partnerships are on record, tiered minor.

• Mekong FoodminorOthersListed as a partner on the Asiaway website footer, suggesting a supplier or collaborative relationship in the Asian food distribution network
• VietrauminorOthersListed as a partner on the Asiaway website footer, indicating a supplier or collaborative relationship in the Asian food distribution network

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Alnatura: Large DACH organic/specialty grocery chain; overlaps with Asiaway on retail format and customer expectations for authentic, specialty-positioned products, although not Asian-specific.
• JFC International: Major European/global Asian food wholesaler and importer; comparable to Asiaway's wholesale division in product breadth and import sourcing, though at significantly larger scale and B2B-only.

Regional players

• Royal Asia: Swiss-based competitor in Asian food retail; comparable geographic footprint and customer base, and a useful benchmark for assortment and pricing within the domestic Swiss Asian grocery segment.
• Asia Store (Asia-Supermarkt): German/DACH-based Asian supermarket chain; competes for the same pan-Asian consumer base across German-speaking markets and represents the most realistic expansion-direction competitor for Asiaway.
• Tong Hui: German-based Asian food retailer with broad assortment and restaurant-anchored locations; directly comparable in-store concept and Southeast/East Asian product breadth within the DACH region.

Others

• Mekong Food: Swiss-based Asian food supplier and listed partner of Asiaway; operates in overlapping wholesale Asian food distribution within Switzerland and is a natural reference point for the Handel segment.

Direct peers

• H Mart: Largest Asian-American supermarket chain; operates a comparable pan-Asian grocery + prepared-foods model and is the closest analog for Asiaway's hybrid retail and food-service play, albeit at much larger US scale.
• 99 Ranch Market: US-based pan-Asian supermarket chain with in-store prepared foods and broad Chinese/Southeast Asian assortment; directly comparable in concept (grocery plus dine-in/deli) to Asiaway's hybrid model.

Emerging players

• Pho Restaurant: UK-based Vietnamese restaurant chain; comparable to Asiaway's Vietnamese Cuisine sub-brand and a useful template for how the restaurant vertical could be scaled via franchising.
• Yo! Sushi: European Asian restaurant chain with broad menu and strong brand recognition; comparable as a pan-Asian dining operator with brand-led positioning and a relevant benchmark for the restaurant division.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/asiaway-ag

Revenue estimate

Valuation estimate

Number of profiles

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 Asiaway