Portuguese bakery brand Manteigaria drops first HK store

Lisbon-born bakery brand Manteigaria has officially entered the Hong Kong market with its first store in Central, marking a major milestone in its global expansion and cementing Hong Kong’s status as a premier gateway for international F&B heritage brands.

Founded in Lisbon in 2014, Manteigaria is part of Portugália Restauração, a restaurant group with over a century of heritage. The brand currently operates more than 20 bakeries across Portugal, France, Spain, and Macao. Its signature Portuguese egg tarts (Pastéis de Nata) are baked fresh daily in an open kitchen using traditional Lisbon methods, offering consumers an authentic taste of crisp pastry and smooth custard.

Backed by strong confidence in Hong Kong's culinary scene, Manteigaria aims to establish six locations across the city by the end of 2027. Government department InvestHK has worked closely with the brand throughout its market entry, providing go-to-market strategies, local market insights, and access to suppliers.

Francisco Carvalho Martins, CEO of Portugália Restauração, the restaurant group that owns Manteigaria, said, "Hong Kong consumers are curious, cosmopolitan, and uncompromising about taste. Our brand seeks a globally recognised market that values both heritage and innovation, and Hong Kong is exactly that. We see the city as the perfect stage from which to spread the aroma of our original, freshly baked Pastéis de Nata, and a key catalyst for our growth journey in Asia."

Arnold Lau, acting director-general of investment promotion of InvestHK, said, "We welcome Manteigaria to Hong Kong to the delight of our city's passionate egg tart fans. Just as an authentic pastry store can transform a neighbourhood, a vibrant gastronomic scene draws talent and investment to a world-class city. Manteigaria's arrival reinforces Hong Kong's identity as a dynamic crossroads of East and West - a city that appeals to diverse taste buds while serving as a premier destination for global business."

Manteigaria is part of a broader, diversified influx of international players entering the city. Beyond F&B milestones—such as mainland favorites CHAGEE debuting its pop-up experiential store and LAOMAQUE expanding its Hunan cuisine footprint locally—Hong Kong is also attracting global lifestyle innovators.

Recently, Japanese botanical oral care brand diem officially landed in the city. Derived from the Latin phrase "carpe diem" (seize the day), the brand aims to redefine traditional personal care by blending design aesthetics with daily wellness habits, further proving Hong Kong's appeal to diverse consumer sectors.

The launch coincides with government data released earlier showing that foreign and mainland business confidence in Hong Kong has reached an all-time high. According to the 2025 Annual Survey of Companies in Hong Kong with Parent Companies Located Outside Hong Kong, the number of overseas and mainland-backed enterprises climbed 11% year-on-year to a record 11,070 in 2025. Additionally, the city's startup ecosystem grew to 5,221 companies, with overall foreign enterprise employment rising 3% to 509,000.

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