Causeway Bay bakery 33Cubread, backed by local actress Natalie Tong Sze-wing, is betting on repeat customers and product quality, instead of the “fan economy,” to support its monthly rent of about HK$80,000 in Hong Kong’s bustling shopping district, where competition among bakeries has intensified.
While teaming up with Tong created the perception that it was a deliberate strategy to drive the “fan economy,” 33Cubread founder Vanus insists the aim was simple: “I just wanted to bring the great bread I ate in Japan to Hong Kong.”
Causeway Bay has often been described as a “bakery warzone.” Within just 500 meters along Percival Street and Hennessy Road, at least six popular bakeries are fighting for a slice of the market, including local brand Jake n' me Bakery and Japanese chain Merci Moncher.
Vanus said she does not see direct threats from rivals and believes the product variety is distinct enough. “Everyone has different tastes, and consumers benefit from having more choices.”
Asked whether intensifying competition might pose risks, she said her customer base is mainly repeat buyers. “As long as quality comes first, people will always come back.”
On talk of “involution” among Causeway Bay bakeries, she argued that bread is hardly a new fad.
“People have simply realized bread can take many forms – it’s not just about filling up. With Hong Kong’s large local population and steady tourist flow, the market can absorb different styles,” Vanus said.
“Ultimately, taste and reasonable prices are what keep customers.”
Local rival Jake n' me Bakery, which launched in April, has taken a different tack. Owner Fai uses premium ingredients but keeps prices low, saying bread should be part of daily life, not a luxury. With rent costing HK$110,000 a month, he expects six to twelve months to break even.
“It’s not about fighting to be cheapest,” Fai said. “Causeway Bay bakeries each have their own character.”
Japanese chain Merci Moncher is also betting big, paying six-figure rent for its first overseas branch.
Brand manager Monica said business is on track, with loyal customers building fast. She acknowledges that cakes can cost as much as a lunchbox but said “there’s a market for everything. Some people want to be full, others want quality.”
Customers, meanwhile, also weigh in. A tourist surnamed Wong said social media hype may draw buyers initially, but quality is what determines loyalty: “High-end bakeries aren’t just selling bread. They’re selling service and emotional value – and some people will always pay for that.”
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