Maxim’s Overhauls Brand Strategy to Win Younger Asian Consumers

Maxim’s Food Group is overhauling its branded product strategy across Hong Kong and regional markets to target Gen Z consumers over the next 15 years. The initiative focuses on core festival sales periods, including Mid-Autumn Festival, Chinese New Year and the Dragon Boat Festival, where younger shoppers show shifting buying habits.

Carmen Chiu, director of branded products at the Hong Kong-headquartered food and restaurant group, is leading the transformation. Chiu previously directed brand expansion for Godiva across Asia between 2012 and 2019, scaling the chocolatier from 30 stores to an opening rate of roughly one new shop per week across Mainland China and the wider region.

The 80-20 Localization Rule

Chiu runs brand adaptation on an explicit ratio: 80 percent global brand consistency in look, packaging and tone, with 20 percent dedicated to local market adjustments. At Godiva, low per-capita chocolate consumption across Asia forced a pivot from boxed gift sales into in-store cafes and soft-serve ice cream to build direct trial.

A similar playbook governed Chiu’s regional rollout at British retailer Fortnum & Mason. The 315-year-old grocer adjusted tea storytelling and fine-tuned product recipes, altering sweetness and saltiness levels to match local palates while keeping core British store aesthetics intact.

Preserving Festival Demand for Gen Z

Heritage food brands across East Asia face an aging buyer base as legacy gifting habits weaken among younger demographics. Maxim’s relies heavily on seasonal bakery and gift box lines, where older cohorts remain loyal but younger consumers demand digital engagement and faster product iteration.

Maxim’s is now testing new product segmentation, alternate distribution channels, and social media touchpoints integrated with artificial intelligence tools. The next phase will measure how these packaging and channel changes perform across Hong Kong retail shelves during upcoming seasonal festival cycles.