Hong Kong is likely to attract more mainland Chinese retail brands, but unlike the previous wave, non food and beverage (F&B) retailers are the ones ramping up their presence, according to analysts.
The change in profile of mainland brands coming to Hong Kong is helping the city’s landlords fill vacant spaces amid an uneven recovery in the retail property market, according to JLL.
In the first four months of the year, more than one fifth of new entrants in the city’s retail market were mainland brands, according to the property consultancy. Last year, they accounted for about 30 per cent, sustaining their lead as the most active sector entering Hong Kong.
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Meanwhile, of the new mainland entrants in the first quarter, only 25 per cent were operating F&B outlets. In 2025, F&B operators accounted for 73 per cent of new mainland entrants, the property consultancy said.
“Mainland brands are moving beyond competing on price, placing greater emphasis on design, product quality and brand image, aligning with more premium consumer expectations,” said Cathie Chung, senior director of research at JLL.
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“New entrants now span fashion, beauty, skincare, fragrances, leather goods and jewellery, signalling a broadening of categories and a more sophisticated brand landscape,” she said.