Business Intelligence on Retailing, Franchising, and Consumerism in China

Ajisen Ramen Launches High-end Brand In Hong Kong

Ajisen (China) Holdings Limited, the noodle restaurant chain, has announced that it has launched a high-end restaurant brand named Wakayama in Hong Kong.

Wakayama is reported to be an original brand of Ajisen (China), which had spent two years in the establishment and development of the brand. This new brand will cooperate with high-end real estate developers in Hong Kong and restaurants under this brand will enter high-end commercial areas and five-star hotels.

Ajisen (China) said Wakayama will be established as a leading brand in the Japanese-style dining market and it targets the high income group and high-end market.

At present, there are 392 Ajisen Ramen restaurants in China, including restaurants in Hong Kong. These restaurants mainly serve the middle income market with product prices between CNY26 and CNY35.

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