Hong Kong noodle chain TamJai SamGor Mixian is expanding its presence in its home market with a flagship concept launch in the nightlife hub of Lan Kwai Fong this week.
The TamJai SamGor store will also unveil the brand’s new international image, featuring its signature red and black colours together with Hong Kong-style neon light signs.
“The design demonstrates TamJai SamGor’s ambition of infusing overseas elements into a Hong Kong brand, showcasing the idea of a mix of cultures and growing business in international markets,” the company said in a statement.
The store facade features a large rectangular window with a neon light frame and a three-dimensional sign saying ‘TamJai SamGor’ in Chinese characters on one side and ‘TJSG’ on the other side.
Alcohol and pairing snacks, not available in other outlets, will be rolled out at the restaurant. TamJai SamGor in Lan Kwai Fong is scheduled to open this Friday (July 9).
Since opening its first store in Hong Kong in 2008, TamJai SamGor Mixian has grown its network to more than 70 restaurants across the city. The noodle chain made its overseas debut in Singapore last year.