Jollibee Expands Against Market Trend, First Southern District Branch Opens November
AM730 · 1 SOURCESabout 2 hours ago2 MIN
Summary
Jollibee, the beloved Philippine fast-food chain, is expanding its Hong Kong footprint with a debut branch in the Southern District, set to open in November 2026. Located at the ground floor of Aberdeen Centre Phase 5, the new store has already sparked enthusiasm among Southern District residents and the city's large Filipino community. The expansion comes as Jollibee concurrently announced a strategic pivot in its listing plans, moving its international business IPO from the United States to the Hong Kong Stock Exchange main board. With 24 stores currently operating across Hong Kong, the chain has grown over 30 percent in four years despite broader market headwinds.
Key Points
- Jollibee's first Southern District branch is under construction at Aberdeen Centre Phase 5 G/F, with official confirmation of a November 2026 opening
- Southern District residents have expressed excitement online, with comments like "Finally Jollibee is coming to the South" and "No more trips to Central or Causeway Bay"
- The chain opened its first Hong Kong restaurant in 1996 beside the Central MTR station exit, initially serving both local customers and Filipino expatriates
- Jollibee currently operates 24 stores across Hong Kong, representing a more than 30 percent increase from four years ago
- Last year, Jollibee rented a 5,100 square foot shop in Tsim Sha Tsui at a monthly rent of HK$230,000
- The company has decided to list its overseas assets on the Hong Kong Stock Exchange main board instead of pursuing its originally planned US listing
- Jollibee cited Hong Kong's strong market ecosystem and investor base as better aligned with its long-term growth strategy for international business
Why It Matters
Jollibee's decision to press ahead with expansion during a challenging retail environment signals confidence in Hong Kong's market resilience and the spending power of the Filipino community, which numbers over 200,000 in the city. The shift to Hong Kong for its international IPO underscores the city's continued appeal as a financial hub for Asia-focused businesses seeking proximity to their core markets .
Jollibee's decision to press ahead with expansion during a challenging retail environment signals confidence in Hong Kong's market resilience and the spending power of the Filipino community, which numbers over 200,000 in the city. The shift to Hong Kong for its international IPO underscores the city's continued appeal as a financial hub for Asia-focused businesses seeking proximity to their core markets .