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Sugarfina plans Asian expansion

Californian luxury confectioner Sugarfina is preparing to open stores across several Asian markets after its second Hong Kong store opens later this year.

Markets across Asia that Sugarfina is planning for include South Korea, Taiwan, Singapore, Japan and Mainland China.

Sugarfina’s first store in Asia opened in Hong Kong’s Harbour City mall last year with local partner Upper East Holdings, which launched Lady M in Hong Kong in 2015 and plans to open several Sugarfina stores in the territory.

“Many brands select Hong Kong as their first outpost in Asia and for good reason – it truly is a window to the entire continent and a city that welcomes newness and innovation,” said founders Josh Resnik and Rosie O’Neill in an interview with Candy & Snack Today. 

“As Hong Kong was our first overseas boutique, we needed to prepare our organisation for a new way of doing business. This meant building up our own internal team to support the market but also finding a partner who could help us truly understand and localise our brand for the region.”

Sugarfina describes itself as a disruptor in the US$200 billion global confectionery market for creating luxury treats for adults, including a cocktail candy collection with Champagne Bears, Single Malt Scotch Cordials, and Rose All Day Bears whose popularity led to a waiting list of more than 18,000 customers in the US.

The brand is currently designing a new collection for Chinese New Year exclusive for the Hong Kong market, which is expected to include a Dancing Dragon Candy Bento Box as well as new candies inspired by the festivities.

It has also entered into a partnership with The Coffee Academics to create coffee-infused gummy bears

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