Singapore seafood restaurant chain targets Chinese market

With a boom in Chinese tourism expected due to that country’s New Year celebrations, restaurants in Singapore and other parts of Asia are reaching out directly to Chinese tourists to come dine with them.

Seafood-focused Singaporean chain Zhen Bao (also known as the JUMBO Group) has been energetically marketing itself on Chinese social media in recent months. A marketing campaign on Weibo – a popular microblogging platform – is telling mainland Chinese, “JUMBO Seafood, one of Singapore's most recognizable home-grown brands, has over the years built its name on quality seafood at reasonable prices.”

Chinese diners are being lured to the JUMBO chain as well as to the more upmarket Singapore Seafood Republic, which JUMBO has opened in tourist-trafficked areas, including one location on Singapore’s waterfront.

The group has also opened outlets in China. JUMBO told investors that its revenues grew 46 percent year-on-year in the fiscal year that ended on 30 September, crediting some of that rise to the opening of its two new high-end outlets in Shanghai.


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