Malaysian restaurant chain group PappaRich has opened its first Hong Kong outlet, marking a strategic move in its Asian expansion by leveraging the city’s status as a ‘food paradise’ in the region.

The PappaRich restaurant at the L-Square in Causeway Bay offers traditional Malaysian cuisine with a sophisticated twist, boasting genuine PappaRich ingredients flown fresh from its Malaysia headquarters, according to the president of PappaRich Asia Pacific Region, Sebastian Low. The restaurant offers, among other dishes, branded Hainan bread as well as the country’s famous durian cheese cake.

Said Low: “When we were choosing a location for our global expansion, Hong Kong was one of the most promising destinations, not only because of its thriving restaurant and bar scene, but also its dynamic cultural background as an international city. It is the ideal place for us to promote Malaysian cuisine, as well as our food culture, to the world.

“The Hong Kong outlet is a joint venture between Tang Palace (China) Holdings and Beppu GroupLimited. With concerted efforts of the professional team and business partners in Hong Kong, we are ready to take the PappaRich brand to the next level.”

Founded in 2006 in Malaysia, PappaRich has steadily grown from the home country into a franchise network comprising over 100 outlets worldwide. It has 80 outlets in Malaysia and has ventured into overseas markets such as Australia, Mainland China, Singapore, the US, South Korea, Brunei, Indonesia, Taiwan and New Zealand since 2012.

Associate director-general of Investment Promotion Dr Jimmy Chiang said Hong Kong is renowned as the culinary capital of Asia and many restaurants with different dining options have already established their presence in the city.