Insider Spotlight
The brand plans to double its Taiwan store network from 16 to 32 locations by 2030 through exclusive franchise partner Hoyii Life, while also using the market to pilot a new concept store designed for increasingly mobile consumers, the company said in a statement.
The big picture
Taiwan has emerged as one of Tim Ho Wan's strongest franchise markets, making it a strategic testing ground for both network expansion and format innovation.
The growth plan is backed by Hoyii Life, which oversees company-owned stores and sub-franchise development, alongside fresh capital from Taiwan-listed Collins Co. Ltd., now the franchise operator's majority shareholder.
"Taiwan is one of Tim Ho Wan's most established and successful franchise markets, and we are excited about the opportunity to bring the brand to even more consumers in the years ahead," Tim Ho Wan chief executive officer Lee Yeong Sheng said.
"Our four-year growth plan builds on the strength of the brand, the capabilities of our Taiwan franchisee, and the market's long-term potential. The new concept store format we plan to pilot in Taiwan is designed to reach increasingly mobile consumers and generate learnings that can support Tim Ho Wan's growth in other markets."
Why it matters
The Taiwan expansion reflects Jollibee Group's strategy of scaling Tim Ho Wan through a franchise-led model rather than relying solely on company-owned outlets.
The approach combines local operating partners with market-specific formats that can later be replicated in other countries.
Tim Ho Wan became part of Jollibee Group following the completion of its ownership transfer in January 2025.
The brand now operates more than 80 locations globally, while its flagship Sham Shui Po restaurant in Hong Kong earned its 17th consecutive Michelin recognition during its first full year under Jollibee Group's ownership.
"Since Tim Ho Wan became part of Jollibee Group, we have felt a stronger level of support behind the brand — from marketing and dining experience to product development, training, and operational guidance," Hoyii Life CEO Jeff Lin said.
"With Jollibee Group's extensive F&B experience, clear roadmap for Tim Ho Wan's future, cohesive global brand strategy, and insights from its direct operating markets, we are confident that Tim Ho Wan can double its footprint in Taiwan by 2030 while continuing to deliver the quality and familiarity customers have come to trust."
What's next
Jollibee Group sees the Taiwan rollout as a blueprint for expanding Tim Ho Wan across international markets, particularly in regions where demand for authentic Asian dining continues to grow.
"Tim Ho Wan gives Jollibee Group a distinctive platform in Chinese cuisine, anchored by a globally recognized brand, proven menu offerings, and opportunities for disciplined, market-relevant expansion," JFC International chief executive officer and Jollibee Group Global chief financial and risk officer Richard Shin said.
"Our Taiwan growth plan reflects how the brand can create long-term value by working with capable franchisees to expand in markets where consumers are seeking authentic and accessible Asian dining experiences." — Princess Daisy C. Ominga | Ed: Corrie S. Narisma
