Hong Kong furniture retailer launches online food range

1 min readUpdated May 26, 2025Mar 10, 202111:16 PM

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Hong Kong furniture retailer Pricerite has introduced its first online food range, Pricerite Food, fronted by Hong Kong rising star, actor Liu Junqian.

According to the company, Pricerite Food’s philosophy is to promote a “slow living” lifestyle amid the influence of “fast-food culture”. The range is split into three categories: quality exclusive, traditional taste and Asian taste.

“Our philosophy is to promote food culture and gradually change the life attitude of urban people,” the company said in a statement translated from Chinese.

The range will be launched simultaneously in Pricerite’s online store and at nine physical outlets, including stores in Mong Kok Chong Hing, Kowloon Bay, North Point, and Yuen Long.

As part of its launch campaign, Pricerite Food has introduced a video advertisement featuring actor Liu Junqian, who is also appointed as the brand spokesperson.

The brand also rolled out ‘Pricerite Food Virtual Store’ at Hong Kong station, with selected ingredients printed on the top of the poster. Customers can shop directly by scanning the QR Code next to the product they want to order to enter the online store for self-service shopping.

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What this means

Pricerite's foray into online food, using its existing physical footprint and a celebrity endorsement, is a bold but calculated diversification. By integrating "slow living" food items into furniture stores, it aims to capture customer spend beyond its core, pressuring both existing grocery chains and niche food suppliers. While rivals like Lululemon and SKIMS focus on apparel and lifestyle concepts in physical spaces, Pricerite directly challenges the fragmented food market with an established brand. This strategy mitigates risk by using an online-first model supported by limited physical points, unlike a full-scale supermarket launch. The primary challenge will be converting furniture shoppers into regular food buyers; watch for initial customer feedback and repeat purchase rates.

Rajiv Menon · Retail News Asia newsroom

Questions & Answers

What is the core philosophy behind Pricerite Food's new range?

Pricerite Food aims to promote a 'slow living' lifestyle. This contrasts with the prevalent 'fast-food culture', intending to gradually influence the life attitudes of urban residents in Hong Kong through its food offerings.

Which specific locations will stock the Pricerite Food range?

The new food range will be available simultaneously in Pricerite's online store and at nine physical outlets. These include stores in Mong Kok Chong Hing, Kowloon Bay, North Point, and Yuen Long.

How can customers purchase items from the new Pricerite Food range at the Hong Kong Station virtual store?

At the Pricerite Food Virtual Store, customers can scan a QR Code next to the product they wish to purchase. This action will direct them to the online store for self-service shopping and order placement.

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