​​​​​​​Sino Group Joins Forces with OpenRice for a Dining Revolution

In an exciting turn for Hong Kong’s dining landscape, Sino Group has announced a groundbreaking partnership with OpenRice, the city’s largest one-stop dining information platform. This collaboration marks a historic milestone as Sino Group becomes the first real estate developer in Hong Kong to intertwine its retail marketing services with OpenRice’s popular rewards program.

This partnership brings unprecedented convenience and reward experiences for consumers. By leveraging OpenRice’s vast platform, which boasts an impressive membership base of 6.4 million, Sino Group aims to enhance the shopping experience while revitalizing the entire consumer journey. The integration also allows for significant user interaction between brands and their consumers, redefining engagement in the process.

The collaboration enables a dual rewards system designed to delight patrons. Through the S⁺ REWARDS program, customers can now earn double rewards for dining at restaurants located in Sino Group’s malls. Mr. Joe Yau, CEO and CTO of OpenRice, underscores the importance of this partnership, stating, “By connecting our rewards systems, we are not just enhancing the user experience; we are driving an increase in customer traffic to Sino Group’s malls and providing a richer dining and shopping environment.”

What does this mean for the average consumer? The days of simply enjoying a meal out are long gone. With easy access to restaurant information through the OpenRice app, users can now make reservations, enjoy takeaway options, and utilize electronic payments—all while accumulating valuable rewards. This transformation not only makes dining more engaging but enhances the overall experience, allowing consumers to feel they are getting more value for their money.

The collaborative effort aims to stimulate growth on both platforms, making it beneficial for everyone involved. As Ms. Bella Chhoa, Director of Asset Management at Sino Group, elucidates, “Our mission has always been to provide a seamless and enriching consumption experience. This partnership brings us one step closer to that goal, integrating the strengths of both OpenRice and Sino Group.”

In the last six months, Sino Group has welcomed a remarkable 26 new dining brands across its major malls, showcasing a commitment to culinary diversity and innovation. tmtplaza, in particular, has emerged as a gastronomic hotspot, offering unique culinary experiences from renowned Asian eateries. Notable dining highlights include "Torikizoku," known for its skewered delicacies, and the highly popular "Hanamaruken" ramen from Osaka, both promising to elevate the local dining scene and attract food enthusiasts.

Simultaneously, Olympian City and Tsuen Wan Plaza are enhancing their food offerings with a rich variety of international cuisines and trendy restaurants designed to meet diverse palate preferences. These new culinary options represent more than just food; they serve as a cultural melting pot, fostering a vibrant and dynamic dining atmosphere that appeals to a wide range of customers.

The union of the OpenRice partnership and the refreshed tenant lineup emphasizes a strategic vision: positioning Sino Group’s malls as premier destinations where dining, shopping, and rewards beautifully intersect. In today's competitive retail environment, this integrated “eat, shop, and enjoy” model may set a new standard for how malls remain relevant—by meeting consumers at their fingertips and providing compelling reasons to linger longer once they arrive.

Through this collaboration with OpenRice, Sino Group is not just taking a significant step in shaping the future of consumer experiences; it is injecting new vitality into Hong Kong's dining and shopping scene. This innovative model aims to redefine how people interact with food and shopping, inspiring other retailers to rethink their customer engagement strategies. As this initiative unfolds, consumers can look forward to an array of delightful surprises and enriching experiences.