Modu Consulting brings two Korean restaurant brands to HK

Korean restaurant operator Modu Consulting has brought two Korean restaurant brands to Hong Kong: Yoajung and Mapo Tofu House, highlighting the city's vibrant culinary scene.

Supported by government agency InvestHK, the strategic move underscores Hong Kong’s status as a key hub for international food and beverage (F&B) brands seeking regional growth.

Yoajung, which has opened its first Hong Kong branch in Tai Kok Tsui, is known for its signature yogurt ice cream with a range of toppings. Building on the success of its recently launched Acai Bowl in Korea, Yoajung is set to introduce this popular menu item to Hong Kong soon.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Modu Consulting said that Yoajung mainly targets younger generations aged between 10 and 30. The brand is also gearing up to open its second store in Tseung Kwan O this September.

In terms of investment scale, the spokesperson said that Hong Kong has one of the highest rents in the world. Therefore, the brand’s priority when expanding is to first identify good locations with competitive monthly rent, before calculating the initial capital required to open a store at that specific premises.

For Yoajung, Modu Consulting is the master franchisee for Hong Kong, Macau, and Singapore, so it is required to pay the master franchise fee, as well as the initial capital for the first store. "To open a retail store in a bare-shell condition, around HK$700,000 to HK$1,000,000 is required."

Located in Lai Chi Kok, Mapo Tofu House offers an authentic Korean dining experience led by a Korean head chef with over 15 years of experience. The brand’s mission is to share the genuine taste and service of Korea with Hong Kong locals at an affordable price. "About 60% of our sales come from office workers during lunchtime, meaning our target is office workers," added the spokesperson.

To amplify the visibility, Modu Consulting is focusing on online platforms promotion, including Openrice, Instagram, and Xiaohongshu. "Openrice and Instagram are considered mandatory, which is quite self-explanatory. With the rise of tourist base in HK, especially from China, our budget allocation for marketing on Xiaohongshu has become larger and larger to specifically target the Chinese tourists."

Complementing the online efforts are offline promotions, redeemable in shops, added the spokesperson.

Arnold Lau, associate director-general of investment promotion at InvestHK said, “We are delighted to support Modu Consulting in bringing Yoajung and Mapo Tofu House to Hong Kong. The city’s strategic location, a strong Korean cultural influence and community, and vibrant food culture make it an ideal place for Korean F&B brands to thrive. We look forward to seeing these brands to expand via Hong Kong.”

Cho Min Hyuk, the director of F&B at Modu Consulting said, "Hong Kong is one of the most attractive regions in APAC for Korean restaurant brands to expand their international business. The city’s world-class logistics system, dynamic demographic and cosmopolitan population provide an excellent testing ground for new menu items and concepts. We are confident that Yoajung and Mapo Tofu House will resonate well with the local community."

Don't miss: Young Dabang brings Korean premium tteokbokki experience to HK

InvestHK has been attracting Korean enterprises to set up or expand in Hong Kong, according to the release. Back in February, following the visit of the director-general of investment promotion, Alpha Lau, to Seoul, Korea, the department facilitated a delegation of Korean food and beverage companies to visit the city. This further facilitated exchanges between Korean and local F&B companies and highlighted the business opportunities in this sector.

Recently, several Korean restaurants chains have expanded into Hong Kong. For example, Young Dabang (青年大邦) brought the premium tteokbokki experience to Hong Kong by opening its first local store at Sha Tin’s New Town Plaza in June. 

Since its founding in 2015, Korea’s premium tteokbokki pot restaurant chain has taken the world by storm, expanding to over 400 outlets across the US, Australia, Thailand, Vietnam and Japan. Now, Hong Kong’s vibrant culinary scene welcomes Young Dabang’s unique and premium take on Korean soul food.

Meanwhile, Samsic established a foothold in Hong Kong in April, offering a variety of authentic Korean dishes, including pork bone soup, blood sausage soup rice, stone pot rice, braised pork bone, and hangover soup.

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