Taste of Asia Group

What Taste of Asia Group does

Taste of Asia Group (亞洲國際餐飲集團) is a privately-held Hong Kong-based multi-brand restaurant group founded in 2007 by Mr. Ping Orr (柯鎮平). The group operates over 269 restaurant locations across Hong Kong under 17+ distinct brand concepts spanning Hong Kong-style cha chaan teng (Café 100%, 牛奶冰室), Cantonese congee and noodles (桃園, 木兆小品), Japanese BBQ (RUD), Korean cuisine (韓樂 MOMOKU), Thai (茶泰 CHA THAI), European/Italian (ITAMAMA, ITAMOMO, UURO), Chinese regional (米籽 MiZi), bakeries (MAMA BAKERY, SMILE BREAD), and specialty concepts (CHICKEN FACTORY, COCO FISH, 漁樂 LIME FISH, DAU). Cafe 100% is the flagship brand with 41-45 locations and also operates in Canada.

The group's operating model is a direct-to-consumer multi-brand restaurant portfolio company, with revenue generated from food and beverage sales across all owned-and-operated locations. The primary customer segments are students, young people, and young families seeking accessible, mass-market pricing ("大眾化價錢") with modern, stylish dining environments. The group emphasizes "現炒現造" (fresh cooking on demand), proprietary sauces and innovative dishes, and operational efficiency through energy-efficient LED lighting and electric kitchens. No proprietary technology platform has been disclosed; competitive advantage rests on brand portfolio breadth, in-house recipes, real estate density, and shared operational infrastructure across 7 wholly-owned subsidiaries.

Distribution is concentrated in Hong Kong (Kowloon, New Territories, Hong Kong Island) through owned storefronts in shopping malls and street-front locations, with limited Canadian operations via Café 100%. The group has accumulated numerous regional and international accolades including Monde Selection Gold and Silver awards and ITQI recognition for signature products (sakura shrimp chili oil, crispy almond sticks, butterfly crackers). The corporate office is located at 13D, Luk Hop Industrial Building, San Po Kong, Kowloon, Hong Kong. The company is independently owned with no external funding, no parent company, and no publicly traded securities identified.

Name

Taste of Asia Group

Legal name

亞洲國際餐飲集團有限公司

Website

https://tasteofasia.com.hk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Taste of Asia Group is a privately-held Hong Kong multi-brand restaurant operator founded in 2007, running over 269 locations across 17+ brands spanning Hong Kong-style cafes, Japanese BBQ, Korean, Thai, European, and Cantonese cuisines, targeting students, young people, and young families at mass-market prices.

Ownership category

akta.pro rank

Product category

Restaurant dining services

NAICS

Limited-Service Restaurants (722513), Restaurants and Other Eating Places (7225), Restaurants and Other Eating Places (72251)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812), Food And Kindred Products (2000)

akta.pro primary industry

Ethnic & Regional Cuisine Restaurants (THAFACAD)

akta.pro secondary industries

Asian Fast Casual (Pan-Asian, Chinese, Japanese, Thai, Korean) (THAFABAE), Asian QSR (Chinese/Thai/Japanese/Korean) (THAFAAAF)

Keywords

• Multi-brand restaurant group
• Hong Kong casual dining
• Cha chaan teng restaurants
• Asian cuisine concepts
• Bakery and cafe operations

Headquarters

HQ city

Kowloon City

HQ country

Hong Kong SAR China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Food and Beverage Sales: Revenue generated from restaurant dining services across 17+ restaurant brands, offering food and beverages to customers at accessible prices. The group emphasizes '現炒現造' (fresh cooking on demand) and a diverse menu across multiple cuisines.

Go-to-market motion1 record

Distribution channels1 record

Core offering

Taste of Asia Group operates over 269 company-owned restaurant locations across Hong Kong under 17+ differentiated brand concepts spanning Hong Kong-style cafés, Cantonese congee and noodles, Japanese BBQ, Korean, Thai, Vietnamese, Italian-Japanese fusion, European fine dining, bakeries, roasted chicken, and Yunnan rice noodles. Each brand runs as a standalone customer-facing dining concept with its own menu, interior design, and price point, while sharing group-level procurement, training, and operational infrastructure. The group emphasizes "現炒現造" (fresh cooking on demand), proprietary secret-recipe sauces, and "大眾化價錢" (mass-market pricing) to serve students, young people, and young families in Hong Kong.

Product overview

Taste of Asia Group is a diversified multi-brand restaurant and hospitality group operating over 269 outlets across Hong Kong. The group offers a diverse portfolio of restaurant concepts including Hong Kong-style cha chaan teng (百份百 CAFÉ 100%), bakeries (MAMA BAKERY, SMILE BREAD), Japanese BBQ (RUD), Korean cuisine (韓樂 MOMOKU), Thai cuisine (茶泰 CHA THAI), European fine dining (ITAMAMA, UURO), Italian-Japanese fusion (意樂 ITAMOMO), Cantonese congee and noodles (桃園, 木兆小品), grilled chicken (CHICKEN FACTORY), and light food/seafood concepts (COCO FISH, 漁樂 LIME FISH). The group also operates Yunnan rice noodle brand (米籽 MiZi) and casual dining concept (DAU). Each brand operates independently with its own menu and dining concept, targeting different customer segments from budget-conscious students to premium diners.

Differentiator

Problem solved

Functional benefit

Brands

• 百份百 CAFÉ 100%: 港式茶餐廳，提供各式港式美食，包括咖喱牛腩、奶茶、雞翼撈公仔麵等。旗艦品牌，現有逾45間分店，遍佈香港及加拿大。
• RUD
• CHICKEN FACTORY
• 牛奶冰室
• 米籽 MiZi
• 意樂 ITAMOMO
• 米籽 MiZi
• 茶泰 CHA THAI
• ITAMAMA
• MAMA BAKERY
• 桃園
• DAU
• COCO FISH
• 木兆小品
• 漁樂 LIME FISH
• 韓樂 MOMOKU
• SMILE BREAD
• UURO

Products and services

• 百份百 CAFÉ 100% Hong Kong-style cha chaan teng restaurant brand offering classic local dishes, milk tea, curry beef brisket, chicken wings, and fusion cuisine at mass-market prices; the group's flagship with 41–45 outlets across Hong Kong and Canada.
• 牛奶冰室 (Milk Café) Hong Kong-style ice-house café concept themed around milk and dairy, extending classic cha chaan teng dishes such as Swiss chicken wings with instant noodles, scrambled eggs with salted beef, pineapple buns with condensed milk, milk tea, and red bean ice cream, fusing nostalgic flavours with modern presentations.
• 桃園 (Tao Yuen) Traditional Cantonese congee and noodle restaurant concept with the slogan 老香港·新感受 (Old Hong Kong, New Concept), serving signature dishes such as cherry shrimp chili oil (櫻花蝦辣椒油) and quality rice noodles in a naturally relaxed modern interior design.
• 木兆小品 (Momo Classic) Traditional Cantonese congee and noodle shop offering a diversified and innovative menu designed to reshape the brand image and appeal to younger customers while preserving classic congee and noodle traditions.
• RUD Japanese-style one-person smokeless BBQ restaurant with advanced smokeless grill and extraction systems, serving premium ingredients including Kagoshima A4 wagyu beef and US Angus ribeye.
• CHICKEN FACTORY Quick-service roasted chicken brand focused on whole-chicken takeaway, using smart rotating ovens to produce signature thyme-roasted chicken (selling over 100 portions daily per outlet), with offerings such as soy-sauce chicken, Hainan chicken, and百里香 roast chicken.
• 意樂 ITAMOMO Italian-Japanese fusion casual restaurant brand founded in 2010, offering pasta, pizza, risotto, Japanese ramen, udon, salmon, and fusion dishes with homemade sauces at mass-market pricing; later evolved into the premium ITAMAMA concept.
• ITAMAMA Premium European-style restaurant concept featuring charcoal-grilled meats, truffle dishes, handmade pasta, risotto, pizza, handcrafted coffee, and desserts, using premium European-imported meats and incorporating an in-store retail component selling imported Italian food products.
• MAMA BAKERY Artisan bakery with in-store baking kitchen producing a diverse range of European-style breads, desserts, and light snacks daily, featuring croissants and pastries with premium ingredients.
• SMILE BREAD Bakery brand committed to daily fresh production using Japanese flour, Swiss Emmi milk, Canadian wheat, and Australian cheese; offers signature items such as Smile custard buns and mille-feuille pineapple pastries, with European-Japanese-style seating.
• 韓樂 MOMOKU Korean creative cuisine restaurant with a 'more than K-food' concept, fusing Korean and Italian dishes such as Canadian Angus beef plates and innovative items like truffle mushroom rice cakes.
• 茶泰 CHA THAI Thai cuisine restaurant blending traditional and modern styles, featuring curries, fried rice, noodles, and signature boat noodles prepared with over 10 types of spices and herbs.
• 漁樂 LIME FISH Singapore, Thai, and Vietnamese fusion restaurant featuring Hainanese chicken rice and other Southeast Asian dishes inspired by the founder's travel and adventure experiences.
• COCO FISH Light-food seafood restaurant with a minimalist, fashion-forward design evoking an ocean-resort atmosphere, serving seafood and light-dish cuisine.
• DAU 「竇」 Casual dining restaurant positioned as a 'young people's gathering place', featuring minimalist earth-tone decor and a comfortable atmosphere for everyday dining.
• 米籽 MiZi Yunnan-style rice noodle specialist restaurant with a minimalist 'literary' (文青) interior, featuring signature pork-bone and fragrant-rice soup base and innovative fish and set-meal dishes.
• UURO Modern European cuisine restaurant offering a creative range of trendy European dishes such as Spanish paella, handmade pasta, fresh-made pizzas, and specialty main courses, with an elegant European manor-style interior.

Quantifiable outcome

• Multiple products won international food quality awards including Monde Selection Gold and Silver awards
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core.

• 百份百餐廳有限公司coreOthersSubsidiary company of 亞洲國際餐飲集團, operating the flagship Café 100% brand with 41-45 locations across Hong Kong.
• 新一派‧味道有限公司coreOthersSubsidiary company of 亞洲國際餐飲集團, part of the group's corporate structure.
• 意樂企業有限公司coreOthersSubsidiary company of 亞洲國際餐飲集團, operating the ITAMOMO brand founded in 2010.
• 桃園餐廳有限公司coreOthersSubsidiary company of 亞洲國際餐飲集團, operating the Tao Yuen (桃園) brand founded in 1983.
• 潮人飯堂有限公司coreOthersSubsidiary company of 亞洲國際餐飲集團, part of the group's restaurant portfolio.
• 麵包烘焙工房有限公司coreOthersSubsidiary company of 亞洲國際餐飲集團, operating bakery brands including MAMA BAKERY and SMILE BREAD.
• 亞洲國際餐飲集團有限公司coreOthersThe parent holding company of the Taste of Asia Group, consolidating all subsidiary restaurant brands under one corporate entity.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Fairwood (大快活): Hong Kong-listed fast-food chain with 200+ outlets serving Hong Kong-style cuisine at mass-market prices. Closely comparable to Taste of Asia's Café 100% as a cha chaan teng-style operator with a multi-brand portfolio.
• BreadTalk (麵包物語): Singapore-listed Asian bakery chain with storefronts across Hong Kong, Singapore, and mainland China. Comparable to Taste of Asia's MAMA Bakery and SMILE BREAD as a multi-market artisan bakery operator at mass-market price points.
• Genki Sushi (元気寿司): Hong Kong-Japanese sushi chain with significant mall presence in Hong Kong. Comparable because it competes in the fast-casual Asian-cuisine segment that several Taste of Asia brands (e.g., ITAMOMO, COCO FISH) operate in.
• Tsui Wah Restaurant (翠華餐廳): Hong Kong-listed cha chaan teng operator with 30+ outlets in Hong Kong and mainland China. Directly comparable as a Hong Kong-style casual dining chain with expansion ambitions; comparable in brand positioning to Café 100% and 牛奶冰室.
• TamJai Yunnan Mixian (譚仔雲南米線): Hong Kong-listed specialty noodle restaurant chain with 200+ outlets across Hong Kong, mainland China, Singapore, and others. Comparable to Taste of Asia's 米籽 MiZi brand as a category-leading regional noodle chain, and similar in scale to the anchor group.
• Maxim's Caterers (美心): Hong Kong's largest F&B group, operating 2,000+ outlets across Chinese restaurants, QSR, bakeries, and Western dining (including Starbucks HK). Peer due to its multi-brand, multi-cuisine mass-market strategy and Hong Kong-centric footprint.
• Café de Coral (大家樂集團): Hong Kong-listed QSR leader with 200+ fast-food outlets including its flagship Café de Coral brand, alongside specialized concepts. Directly comparable to Taste of Asia as a multi-brand Hong Kong mass-market F&B operator with hundreds of locations across cuisines.

Broad incumbents

• Yoshinoya (吉野家): Major Japanese QSR chain with global presence across Asia, including Hong Kong. Comparable as a mass-market Asian quick-service operator, though far larger and more geographically diversified than Taste of Asia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/taste-of-asia-group-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries7 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 Taste of Asia Group