Janice Wong continues expansion outside Singapore
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Confectionery and food brand Janice Wong is expanding its reach both within Singapore and beyond as it chases a broader customer demographic.
In Singapore, the local foodie’s popular three-year old restaurant at the National Museum will close after its current lease expires this month, allowing the company to focus its attention on her retail business. Janice Wong plans to expand beyond Paragon, Raffles City Shopping Centre, T Galleria and Changi airport Terminal 3, working closely with brands and key partners, as well as developing the menu of the 2am Dessert Bar, which has just marked its 12th year.
Chairman of Janice Wong Singapore, Manoj M Murjani, says the company has created “a fun-loving and whimsical brand” that has brought joy to customers in creative and innovative markets like Japan, Singapore, Korea and even London.
“This is the right time to capitalise on our success and expand our presence in the region and globally. We believe the Janice Wong brand also provides a unique platform for strategic corporate partners who want to engage their customers in a bold and memorable way.”
In the first quarter of this year, Janice Wong has announced partnerships including new concessions at DFS T Galleria in February and at Changi Airport’s Terminal 3 in March, allowing travellers to get a taste of a Singaporean creative chocolatier brand on home ground and broadening the brand’s exposure to a larger demographic.
“This newly registered business represents the next steps in affirming a long-term plan in Japan and to significantly growth the brand within this market,”
Taking her edible art exhibitions abroad, Janice Wong launched her latest installation at the Solaria Plaza shopping mall in Fukuoka, Japan, a 10-day edible-art exhibition featuring 12 ‘edible-flower walls’ made from chocolate and lollipops.
In South Korea, Janice Wong’s longest-spanning exhibition to date, Wonderbox, in Seoul, will become a permanent work for the next three years, moving to South Korea’s newest indoor theme park, Paradise City in Incheon. It will feature creations such as her Lollipop Ceiling and a four-metre-tall Chocolate Drip Paint.
In addition to the long-term installation, Janice Wong’s first Wonderbox retail store in South Korea opened last month, featuring a selection of her signature products, such as boxed chocolate collections, chocolate bars and lollipops.
Three years after entering Japan, the company has formed a new local venture Janice Wong Japan Company. “This newly registered business represents the next steps in affirming a long-term plan in Japan and to significantly growth the brand within this market,” the company said.
Beyond Asia, Janice Wong is looking to follow up last year’s launch in Harrods in London, with forays into Dublin and Berlin by the end of this year.
Murjani says that as convenience becomes more significant, the brand will shift its efforts towards innovation and product development within the retail section of the company to meet consumer demands. That will see the brand focus on expanding its retail selection of chocolate-coated products and other confectionery offerings.
Questions & Answers
Q.What is Janice Wong's strategy for her retail business in Singapore?
What is Janice Wong's strategy for her retail business in Singapore?
The company is expanding beyond its current locations, working with brands and partners. It will also develop the menu of the 2am Dessert Bar and focus on its retail selection of chocolate-coated products and other confectionery offerings.
Q.Where is Janice Wong expanding her brand in South Korea?
Where is Janice Wong expanding her brand in South Korea?
The Wonderbox exhibition in Seoul will become permanent at Paradise City in Incheon for three years. Also, the first Wonderbox retail store opened last month, selling signature products like boxed chocolates and lollipops.
Q.Which international markets is Janice Wong planning to enter by the end of this year?
Which international markets is Janice Wong planning to enter by the end of this year?
Beyond Asia, the brand is looking to launch in Dublin and Berlin by the end of this year. This follows on from last year's launch in Harrods in London.
Q.Why is Janice Wong closing her restaurant at the National Museum in Singapore?
Why is Janice Wong closing her restaurant at the National Museum in Singapore?
The restaurant is closing after its current lease expires this month. This allows the company to focus its attention on the retail business and expand its retail presence both within Singapore and internationally.
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