Tim Ho Wan spices up Jollibee’s global aspirations
HONG KONG—Tim Ho Wan has always carried the paradox of a global brand rooted in something deeply local: the unmistakable comfort of Cantonese dim sum.
With the opening of its 10th store in Hong Kong, the Michelin-star dining chain is leaning into that identity even as it prepares for its next chapter of international growth.
For CEO Sheng Lee, the milestone is not simply about adding another branch in Kowloon. It is about proving that Tim Ho Wan’s model—authentic food paired with disciplined execution—can be scaled across borders without losing what made it iconic in the first place.
After all, Hong Kong, a culinary paradise, is home.
“Hong Kong continues to be a priority because this, at the end of the day, is the home market for us,” Lee says, describing the newest opening as a testament to the brand’s momentum, having doubled its store network in just over a year.
But behind the rapid rollout is a quieter transformation: the operational shift that came when Tim Ho Wan became part of the Jollibee Group.
Lee says joining the Filipino food retailing giant allowed the brand to strengthen its internal backbone—its systems, standards and processes—while keeping the kitchen experience true to its origins.
“Being part of the Jollibee Group has allowed us to actually look at strengthening our systems and processes,” he says. “What we actually do in the kitchen, we are keeping it authentic.”
The challenge, Lee explains, is not about succeeding in one store. It is about building something repeatable.
“What we want, is not to actually do well only in one store, but doing well within one store—how do we put the standards, processes, systems and operating procedures that are now applicable and replicable across multiple stores around the world?”
That ability to replicate, supported by the Jollibee Group’s best practices, has become one of Tim Ho Wan’s strongest competitive advantages. Jollibee group’s broader ambition—to become one of the world’s top five restaurant companies—also frames Tim Ho Wan’s role within its portfolio.
From fast food to full-service dining
For years, Jollibee’s strength has been anchored in quick-service dining. Tim Ho Wan, however, occupies a different space.
“A lot of the areas and brands that we play in have actually been in the quick-service restaurant space. But Tim Ho Wan is really a bit more of a casual dining experience,” Lee says.
That distinction matters. Tim Ho Wan’s presence allows the group to reach a broader consumer segment, diversifying both revenue streams and dining formats.
“It’s a win-win partnership,” Lee says. “Tim Ho Wan benefits from the experience of the group, while being part of the group now allows us to appeal to a broader base of consumer segment.”
Even within Hong Kong, Lee says the brand is refining, rather than reinventing itself. The 10th store does not radically depart from earlier locations, but builds on what has already worked.
From a food perspective, the core remains unchanged. “Whatever is being served in the store is the same as what we’ve served from our very first store in Hong Kong,” he says.
Yet the brand is also widening its appeal through subtle innovation—introducing “new ingredients” and “new flavors” that blend naturally into the dim sum tradition.
Service, too, has become a sharper focus. Lee says Tim Ho Wan has elevated guest experience through training over the past year, ensuring that diners feel welcomed and at home.
And the environment has evolved into something “more comfortable” and “open,” reflecting the brand’s push toward a warmer, more inviting casual dining atmosphere.
‘Premium feel’
Perhaps one of Tim Ho Wan’s most defining strategies, however, is its pricing discipline.
Despite its premium feel, Tim Ho Wan remains notably more accessible to a broader consumer market than many competitors. Lee says this is intentional and deeply tied to the brand’s origins.
“We really put a lot of emphasis on customer value,” he says. “The brand was founded on the basis of very good quality dim sum at affordable pricing, and that is what still guides us every single day.”
As Tim Ho Wan expands globally, it vows that the same principle will travel with it: premium quality, without pricing that shuts customers out.
The next growth frontier is already taking shape.
Tim Ho Wan has now become a pillar of Jollibee’s Chinese cuisine business and international growth agenda. The brand now operates 85 stores across 11 markets globally.
Global road map
Beyond Hong Kong, Lee identified the United States as a key market, pointing to rising demand for authentic Hong Kong dim sum.
Tim Ho Wan recently opened its first company-operated store in California, with plans to operate 20 stores in the US by 2028.
Southeast Asia is also on the radar, with Malaysia, Indonesia and Thailand being evaluated for entry through franchise partnerships.
Yet even as the footprint expands, Lee stresses that Tim Ho Wan’s core Cantonese cuisine identity will remain untouched.
“The taste of Hong Kong, the core Cantonese identity and dim sum are things that would not change,” he says.
What will change, instead, is how the brand listens. Lee says Tim Ho Wan is paying close attention to evolving consumer preferences worldwide, relying on the “voices of the customers” to guide future menu developments.
Rather than chasing trends for its own sake, the brand plans to meet unmet needs while staying rooted in the craftsmanship that made it famous.
In an industry where expansion often comes at the cost of authenticity, Tim Ho Wan is betting on a different formula: disciplined systems, customer-driven refinement and the enduring comfort of Hong Kong’s dim sum culture—served, eventually, on a truly global scale.
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