Hong Kong Establishes Academy for Wealth Legacy for Family Businesses

As the hot days of summer approach, few things hit the spot quite like a tall, ice-cold cup of bubble tea. 

2324 is a bubble tea shop that has found success honoring the tastes and techniques of the traditional recipes whilst finding innovative ways to incorporate new tastes and ingredients. 

At its helm is Joyce Tsang, who juggles not one but two businesses—her bubble tea brand 2324 and boutique consultancy Joyce Tsang Content Marketing (JTCM). She has worn many hats, from dance instructor to journalist and editor, and now as a content marketing guru in Hong Kong. 

Joyce regularly shares her insights on being a content marketer and small business owner through webinars that empower others to thrive as slashers and entrepreneurs. 

The Beat Asia caught up with Joyce to hear more about her mission to make the best bubble tea in town and her advice for aspiring entrepreneurs aiming to make a mark in the F&B industry. 

What inspired you to acquire 2324?

In April 2024, I acquired 2324 Bubble Tea from two local entrepreneurs. My only F&B experience was working as a barista in university, and I hadn’t planned to enter the field.

Having run Joyce Tsang Content Marketing as a solopreneur for four years, I was eager to find ways to reduce my working hours while maintaining the quality of my services so I could scale. 

However, anyone capable of taking over the work was either running their own business or beyond my hiring budget. As a result, I began exploring existing business systems that I could acquire and leverage to grow both my business and the entrepreneurial lifestyle I envisioned. 

After considering common alternatives like affiliate marketing, e-commerce, drop shipping, and app development, I stumbled on business acquisition platforms. That’s when I came across 2324 Bubble Tea, which aligned perfectly with my criteria in terms of ease of takeover and budget. 

Since the shop already had staff in place and I saw an opportunity to grow the brand using my marketing expertise—while also turning it into a case study for my consultancy—I took the leap and acquired the business. 

Do you follow the traditional Taiwanese style bubble tea or are you branching out?

As a bubble tea shop owner, I believe it is important to honor the origins of the drink. That’s why we have preserved the traditional Taiwanese tea-mixing technique in our beverages. 

For instance, we blend two different tea leaves for our signature black tea to enhance its depth of flavor—an approach widely used in authentic Taiwanese bubble tea. Additionally, our brown sugar formula is also derived from Taiwan. 

Looking ahead, we aim to introduce more innovative drinks that stay true to the foundations of traditional Taiwanese bubble tea while incorporating local influences. 

This means experimenting with flavors, introducing new ingredients that appeal to local tastes, and, most importantly, integrating elements of local culture. For example, many of our drinks are positioned as afternoon tea options, inspired by Hong Kong’s British afternoon tea tradition. 

Tell us about your ingredients... Can bubble tea be a healthy option?

Our team is committed to delivering authentic flavors using real ingredients. We source our ingredients from a variety of suppliers to ensure consistent stock levels and maintain quality, even if one supplier runs out. We do not use any powdered flavorings—and we never will. While we understand the convenience of such products, this commitment is what sets us apart, even if it means higher costs for us. 

When it comes to our fruit teas, you can expect real fruits and syrups—no artificial powdered formulas. The same goes for our cream cheese. Our staff prepares it from scratch, never relying on artificial powders. Our mixed fruits are sourced from Italy, and our cream cheese comes from Australia.

The bubble tea industry is highly competitive— how does 2324 stand out from the crowd?

For us, the attraction isn’t flashy promotions or discounts—it’s the experience of enjoying a bubble tea in a community-focused space. Our staff are friendly and attentive; they don’t just serve drinks—they build connections. 

Customers recognize our staff and often stay to chat. This is the atmosphere we aim to create, which is why we have a bar table at the front of the shop to make it clear that we welcome people to linger, relax, and connect.

Our entire team understands that although we serve bubble tea, we are not interested in having a shopfront cluttered with posters, promotions, and an overwhelming number of drink options. This is why our shopfront is much cleaner than the typical bubble tea shop and why our menu is streamlined into five main categories. 

Which bubble teas are your stand-out drinks on the menu at 2324?

One of the most exciting drinks on our menu is our French Toast Special Drink. Inspired by the local French toast flavor, my staff crafted a beverage version of it—allowing locals to experience a familiar taste in a new way. For tourists it’s an easy, on-the-go version of a dish they might want to try. 

To celebrate the first anniversary of our rebrand since my takeover, we’ll be launching a Happy Birthday Cup. 

This special release reimagines the tradition of buying and enjoying a birthday cake by transforming it into a convenient, drinkable format. I’m incredibly excited about this concept, as it perfectly aligns with our brand’s mission: to inspire and accompany meaningful moments with our customers. 

Can you walk us through the creative process of developing a new drink concept?

What I’ve realized after speaking with people who have worked in the industry is that these decisions are often, if not always, made from the top down. We do things differently—we operate from the bottom up. 

The bottom-up process has greatly helped minimize waste too. I was acutely aware of the amount of waste the previous owners were generating because they were too eager to experiment without considering the waste it would produce. To address this, I introduced a monthly special drink system. 

At the start, my staff informed me that we had an excess of Aiyu jelly. We asked ourselves: What pairs well with Aiyu, and what ingredients do we already have on hand? In the end, the team created a series of Aiyu jelly drinks, including a Lemon Tea Aiyu Special that performed quite well. Ultimately, we sold out all the Aiyu jelly before any had to be discarded. I personally love this system—it gives customers something new to try while ensuring we reduce waste. 

You’re passionate about helping aspiring entrepreneurs—what advice would you give to someone starting their own business, especially in F&B?

Given the current economic climate in Hong Kong, my blunt advice for anyone hoping to start their own F&B business is don’t do it unless you have another business that generates a decent amount of income. 

Relying solely on an F&B business to break even and earn enough profit to keep it running is incredibly difficult. 

Second, I strongly recommend starting without a physical shopfront and focusing on digital first. You can always open a shop later, once you’ve developed a minimum viable product (MVP) or gained valuable insights from your potential customers. Doing it the other way around—starting with a shopfront—is much harder. 

Of course, nothing works these days without marketing. The reality is, you can’t rely solely on word of mouth or a good product to survive anymore. You must know how to market your brand effectively to stay afloat. 

What’s next for 2324? Any exciting plans on the horizon?

We’re constantly exploring partnerships to extend our product offerings beyond our shop. This includes confirmed collaborations where our products and experiences will be featured as add-ons at various events. We have also just released our special 2-in-1 cup which is loved by our customers! 

Looking ahead, we have exciting plans to explore more partnerships with venues, event organizers, corporations, and even weddings. We aim to position our drinks and experiences as an alternative to the typical wine and coffee offerings. So, stay tuned for more updates! 

Stay updated with Joyce and JTCM on her website. Visit 2324 Bubble Tea on their website, Instagram and Facebook. 

Location: 2324 Bubble Tea, Shop A2, G/F, Hoi Cheung Building, 72-74 Tai Po Road, Sham Shui Po

Opening Hours: Daily from 12 PM to 9 PM, Closed on Tuesdays

MarketingPulse is returning on Mar. 19, 2025 at the Hong Kong Convention and Exhibition Centre (HKCEC). Organized by the Hong Kong Trade Development Council (HKTDC), the event will gather nearly 80 industry leaders to explore AI-driven branding, ASEAN’s e-commerce boom, and emerging consumer trends.

This year’s theme, "Inspiring Possibilities," will focus on AI, data-driven marketing, and cultural integration. Prof. Darren Thayre of Google and former Netflix executive Nikkia Reveillac will discuss AI’s role in consumer engagement and brand storytelling.

AI, Inclusion, and ASEAN’s Market Potential

Experts will explore AI’s impact on marketing automation and personalization, while BMW’s Prof. Dr Thomas Girst and LVMH’s Fabien Vallérian will discuss how brands can use art, music, and storytelling to convey a universal message. The conference will also highlight inclusive marketing, with insights on neurodiverse consumer engagement.

With ASEAN’s rapid e-commerce growth, HKTDC Principal Economist Galvin Chia will present market trends, alongside leading discussions on the halal economy’s business potential.

Pet KOLs and Networking Opportunities

A trending topic will be pet influencers, or KOLs, and their role in consumer engagement and brand loyalty.

The event will also offer networking, business matching, and an exhibition featuring 40+ industry leaders, making it a must-attend for marketing professionals.

Enjoy a special 40% off discount upon purchasing your passes by entering the following discount code: MBTP4PW05

To commemorate St. Patrick’s Day 2025, The Beat Asia sat down with Sadbh O’Reilly, the Deputy Consul General of Ireland to Hong Kong and Macao to explore Ireland’s long history in the region and lasting impact.

Through her role as Deputy Consul General, Sadbh oversees cultural promotion as well as engagement of the city’s Irish community. Organizations such as the Irish Chamber of Commerce in Hong Kong (ICC) work alongside Sadbh and the Consulate to further raise cultural awareness and enrich Ireland-Hong Kong relations. 

One such cultural festival, also known as Ireland’s National Day, is St. Patrick’s Day, which is observed around the world, and Hong Kong is no exception. Learn about how the Consulate General of Ireland, Hong Kong and other Irish communities celebrate in the city and get involved this year! 

Curious about a career in diplomacy? Sadbh shares the journey to her appointment, dives into Irish culture in Hong Kong, and the Consulate’s exciting lineup of events happening this year, starting with St. Patrick’s Day of course! 

Can you introduce us to your role at the Consulate General of Ireland, Hong Kong?

I work with the Consul General of Ireland to Hong Kong, Jennifer Bourke, and the rest of the team at the Consulate. Our role is to strengthen the relationship between Ireland and Hong Kong.

That means promoting Ireland, cultural promotion, economic promotion, two-way trade, and supporting the Irish community here, which is one of our largest in the Asia Pacific region.

I specifically look after cultural promotion. That might mean supporting Irish artists to come out here for HKWalls or Art Central and increasing awareness of Ireland's cultural history and heritage. I am also the lead on the Irish community and support their initiatives wherever we can.

Can you share your professional journey leading up to your appointment as Deputy Consul General?

I went to university thinking I was going to be a therapist, then I did one International Relations course and it completely changed the trajectory of my career. I've always been interested in different people and cultures. I’m mixed race myself, so I'm constantly navigating between different cultures and was exposed to many different cultures growing up. As soon as I found out that there's a way to take those personal relationships that I built across communities and cultures, on an international scale, I was hooked from the get-go. 

I studied Politics and International Relations and earned a Diploma of Languages in French. I started my career in public service and then joined the Irish Department of Foreign Affairs. My first role was in the Reconciliation Fund in the Northern Ireland Unit, and then I moved on to the China desk in the Asia Pacific Unit, and then I came out to Hong Kong!

I really wanted to come to Hong Kong and feel very lucky to be here. It’s such a vibrant and unique city. You have mountains, the harbor, and the built environment is just incredible. It's unlike any other city that I've been to. I'm very much in tourist mode right now, just trying to soak up as much of Hong Kong as possible.

What is your advice for young professionals looking to work in the diplomatic space?

You have to have an interest in politics, international relations, and current affairs. So, it's an understanding of what trends are driving countries to take certain approaches and the history of relationships between different countries.

Another thing that would help is living and working abroad. Also, working across cultures because that's at the heart of diplomacy. If you have some cross-cultural collaboration experience, that really will help you.

Can you elaborate more on the important role the Consulate plays in Ireland-Hong Kong relations?

Strengthening the Ireland-Hong Kong relationship is at the core of what we do. It comes in many different forms, and we usually think of it in a few different pillars. 

The first one is Economic, promoting Ireland's interests and trying to strengthen and deepen the relationship between Ireland and Hong Kong. There are a lot of areas of cooperation between Ireland and Hong Kong, particularly in the Finance space. 

Another key role that the Consulate plays is with consular services: renewing passports, as well as consular assistance in the case of Irish citizens needing support with tricky situations. Then, Cultural, promoting Irish culture and more broadly, awareness of Ireland. It could be film, Irish dance, fine arts, anything like that. 

We also promote our values in conjunction with the European Union Office to Hong Kong and Macao, as well as strengthen relationships with senior officials in the government.

What’s a surprising fact about Ireland and Hong Kong?

What I found surprising is how long and deep the relationship between Ireland and Hong Kong is. Even though they are thousands of kilometers away, there is a very good understanding of Ireland in Hong Kong. 

When I first arrived in Hong Kong, I was driving down Connaught Road, turning onto Hennessy Road, and then walking up O'Brien Road, these are all Irish names. So, I was like, ‘Am I in Ireland?’ That just goes to show that the relationship is very deep compared to other places.

What are some of the community initiatives the Consulate drives or takes part in?

There are many Irish community organizations here in Hong Kong that also work to strengthen the relationship between Ireland and Hong Kong, including the St. Patrick’s Society, the Irish Chamber of Commerce, and the Hong Kong Gaelic Athletic Association. We have very close relationships with all of them. They mostly drive what's happening in the community, and we try to support them as much as possible. 

Ireland's vast diaspora is well known, and the Irish Government has a specific funding stream called the Emigrant Support Programme to support community organizations all around the world that are servicing Irish citizens. 

We also have our own events that we run, like St. Brigid’s Day, St. Patrick’s Day, Bloomsday, and Halloween. 

For those interested in business opportunities between Ireland and Hong Kong, why are adjacent organizations such as the Chamber of Commerce instrumental to promoting trade and fostering strong bilateral ties?

The Chamber acts as a link for Irish businesses wanting to invest in Hong Kong or vice versa. They possess local information or provide relevant contact points for businesses or individuals wanting to trade or invest. 

The Chamber also has a Young Professionals Network that's been relaunched, so those who might be starting out in their careers and want to learn about specific industries or Ireland in general, you can join the Network to learn more. 

What do you personally love about the Irish community in Hong Kong?

The Irish community here is a big one, and extremely vibrant. What I love is that they retain a connection and love for Ireland, even though many of them have spent decades out here. 

I see that connection with Ireland being passed down different generations, like Irish dance! I recently went to an Irish dance charity event where children with or without Irish Heritage were doing Irish dance, so that was lovely to see.

How is the Consulate celebrating St. Patrick’s Day this year?

As part of the Government’s St Patrick’s Day Programme, the Consulate welcomed Minister for Housing, Local Government and Heritage, James Browne TD to Hong Kong for a three-day visit, where he met with the Irish community, business stakeholders, and his counterpart Secretary for Housing, Ms. Winnie Ho. Following his visit to Hong Kong, he will continue to Shanghai and arrive in Beijing on Mar. 17 for St. Patrick's Day itself. 

One of the main events, which I was most looking forward to, is the annual Ireland Trophy Night at the Hong Kong Jockey Club. During this year's event, the Minister presented the Ireland Trophy to the owner of the winning horse.

Many people might not know, but 10 to 15% of horses in Happy Valley are from Ireland; there's a strong connection. 

I'm always struck when St. Patrick's Day comes around, to have our National Day celebrated across the world on the scale that it is. For a country as small as ours, it is quite significant. I am really excited to see how Hong Kong does St. Patrick's Day!

What are some other Irish observances you celebrate annually?

We just celebrated St. Brigid's Day, which falls on Feb. 1 and marks the start of spring in Ireland and celebrates the creativity and achievements of women. This year, we invited Dr. Emma Howard, who's the Chair of the Irish Society for Women in Economics, to Hong Kong and Singapore, where she presented her expertise on women in economics and the Irish economy more generally. 

Bloomsday is a celebration of the life of Irish writer James Joyce and his famous novel Ulysses, and the events of the book that took place on June 16. Then, Halloween, which many people might not know, has its roots in the Irish Pagan Festival of Samhain, and I know Hong Kong has a tradition of celebrating.

What’s been a memorable moment for you since you started working in Hong Kong?

In work, there have been two standout moments for me. One is the EU office co-hosted an event on achieving same-sex marriage equality in Europe. I was particularly pleased that they screened the Irish documentary “The 34th” which outlined Ireland's experience achieving same-sex marriage, and we were the first country to do that by popular vote by a referendum. 

The second one was: I was lucky enough to go to Macao for the 25th Anniversary of the Establishment of Macao Special Administrative Region and that was a spectacle. 

What can we look forward to seeing from the Consulate in 2025?

We just want to deepen our engagement with all the events, not just the ones that we're organizing, but the events that are happening in Hong Kong as well. We want to get involved in everything, whether that be supporting Irish artists to come for the Hong Kong International Literary Festival, HKWalls, or the Rugby Sevens. 

We recently launched a Community Newsletter, so consider signing up by emailing [email protected].

Learn more about the Consulate General of Ireland, Hong Kong here, and follow them on Instagram and Facebook for more updates!

Explore opportunities with the Irish Chamber of Commerce in Hong Kong by visiting their website or Facebook page.

Have you ever wondered what it takes to make it to the C-suite? We sit down with corporate leaders and changemakers to get to the heart of their success. What was their first job? What does it take to found your own company? We cover all of these questions and much more in Executive Impact, our interview series that explores actionable advice, corporate social responsibility, leadership challenges, and building on a legacy that will have a tangible impact on the future.

In the inaugural edition of our Executive Impact interview series, which highlights corporate executives who are making a tangible impact on younger generations and the wider community, The Beat Asia dives into the story of Christian Talpo, Co-Founder of Pirata Group, who had a jubilant homecoming when he returned as Chief Executive Officer (CEO) in early 2024. Christian offers a unique perspective into his personal life, his philosophy that has brought Pirata to its status as a leading restaurant group in Hong Kong, and key learnings from his early start as an F&B entrepreneur to today. 

While Pirata holds its status as an industry giant, Christian is very humble and always brings the conversation back to his roots. His amicability translates into the Group's reputation for industry-leading hospitality, a standout achievement in Hong Kong. Christian also has a long history in F&B, from his first job at a hotel as a teenager to helming notable names like Aqua Restaurant Group, Zuma, and Gaia Group, to opening his first restaurant and founding Pirata Group. 

A year after Christian's return as CEO, he has successfully brought the magic back to Pirata, reinvigorating their brands and leading celebratory activations for the Group's 10-year anniversary. Guests have been delighted with new menus and their recent popular Chinese New Year crossover between Pici and The Chilli Lab. 

Believe it or not, to this day, Christian meticulously makes sure to sample every single dish that is served across the Group's 16 brands. Not only does he share his joy for service with his front of house staff, but he works closely with his chefs, constantly updating the menus even when they are live. After our conversation with Christian, he was on his way to workshop Honjokko's latest menu. His "people first" approach is truly the beating heart of Pirata and key to the Group's legacy. 

Read on to explore Christian's origins- and surprising hobbies- personal advice on success, growth mindset, and a very exciting year ahead for Pirata Group! Kicking off the interview, we ran 10 questions from the Proust Questionnaire by Christian: 

1. What do you consider your greatest achievement?

Straight for the jugular! My greatest achievement would be my kids — I have three children: 17, 10, and 4. They bring me a lot of joy in life. I'm very proud and a very happy father. 

Second, building a business. We started with next to nothing, so to build it to 26 restaurants, I'm very proud. 

Also, other things that are not business related. I'm an around-the-world sailor; I'm very proud of that achievement because it was a 4-year commitment. So, to get to the start line and compete in an Around the Word Yacht Race was significant. I’m very happy to report that I survived and placed on the podium! 

2. What is your idea of perfect happiness?

A lot of things make me happy — my kids laughing, a happy guest, when my restaurants work and they're full and profitable. I try to remind myself that nothing is permanent and everything is changeable. So I don't get super elated or desperate; I tend to be very stable. I sometimes have to remind myself to celebrate. 

3. What was your first job?

I started work at 14 years old in a local mountain hotel. I was a waiter, dishwasher, stable boy, and room service attendant, depending on the time of the day. It was a seasonal job, and I worked basically all throughout the summer without a day off from six in the morning until 11 o'clock at night. And then with my friends, we would scale the wall of the hotel and go find a bar where we would drink a couple of cheeky beers at two in the morning.

4. When and where are you the happiest?

I ride motorcycles; a full tank of gas, an empty road, and the longer way to a destination make me truly happy. I lived in Singapore for a few years, and nothing made me more happy than getting up at four in the morning and then riding all the way to Thailand, or we rode all the way to Vietnam [one time].

Of course, there are other things, but if you put me on a motorcycle, I’m happy. 

5. What is it that you most dislike?

I don't think there is one thing that I particularly dislike. I'm quite understanding when it comes to the day-to-day, but I don't like people who are mean-spirited or who bully weaker people. 

6. What is your greatest fear?

I fear nothing when it comes to myself, but I am scared for my kids. I'm conscious of the fact that they will go through hardships in life, we all do eventually, and that scares me. 

7. Which talent would you most like to have?

A certain amount of carefree and cheerfulness. I surround myself with people who are carefree and happy; these kinds of people I really envy. I really like that attitude in life, and sometimes I take myself a little bit too seriously.

8. What do you consider the most overrated virtue?

My godfather said this to me when I was younger, and I didn't believe it [at the time], but he told me intelligence. But in life, eventually, I came to realize that one of the most overrated [virtues] is intelligence. A lot of people who are very intelligent are failing in life because they don't have the right determination or courage to put things in motion. So intelligence, by itself, is not enough. 

9. Which living person do you most admire?

There is one person I truly admire. Unfortunately, he passed away not so long ago and his name was Bernard Moitessier, who was a sailor. 

Sir Charles (Chay) Blyth is also a sailor, and he was the first person who sailed around the world single-handed in 1968. He was an ex-paratrooper, had never sailed before, and decided one day, I can do this, and taught himself how to sail, sailed around the world, unassisted, against the currents and the winds alone. 

I met him a couple of months ago, for the reunion of my sailing race and I bumped into him in a lift. It's quite a funny experience to bump into my hero in a lift in a hotel, and we had a very good chat. I love this man a lot. He’s a very strong and determined person. 

10. What is your motto?

I have two — one I use a lot. I asked my wife, and she told me: ‘You can lead a donkey to the water, but you can't force it to drink.’ Apparently, I use that a lot. 

And then, ever since I was young, I fell in love with a motto I heard in history class, which was ‘Aut viam inveniam aut faciam,’ which is Latin meaning, ‘I'll find a way or I'll make one.’ It was a statement by Hannibal, a general in the Phoenician Empire invading Rome in the Second Punic War. He was leading elephants from Africa into Northern Italy, through the Alps. Eventually, they found a way and invaded Italy for four years, so they were a menace. I [even] have a tattoo on my arm somewhere of it!

As we transitioned from the Proust Questionnaire for Christian’s in-depth profile, his impeccable hospitality skills shone through as he made sure we were comfortable and all settled in the venue.

Reflecting on your journey co-founding Pirata Group to your return as CEO, how does it feel to look back and celebrate the Group’s growth?

It’s been a crazy journey; we never imagined we would be a group, and that we'd grow to this size.

In the beginning, our goal was to start a restaurant that we would be proud of. We started a second restaurant because the first one was successful, and it wasn't until our sixth that we realized maybe we should start considering ourselves a group and thinking about the business in a different way. The good thing about this growth is that it hasn’t felt forced, but natural and ergonomic. 

What is a crucial piece of leadership advice you wish had been shared with your younger self?

Start earlier and have no fear. 

I tried several times to [make] my own restaurant, prior to starting Pirata, and for one reason or another, I never really went through with it. Have no fear and just roll with the punches. 

What is an unexpected aspect of your role that would surprise your younger self?

Back in the day, when I looked at people at the top, I used to think they must be geniuses [and] I’ll never get there. And when you get there, you realize you’re just a bunch of people trying your best. We’re not geniuses; we’re just normal people who followed through with their ideas and dreams. It’s just determination, hard work, and a little bit of carefulness. 

Congratulations on hitting the 10-year milestone in 2024! What's a memorable experience in Pirata Group’s history you’d love to commemorate?

Opening my first restaurant and the joy it gave me, getting to turn the key and say we are here, entering the first service on the first night was a particularly proud moment. 

But be careful what you wish for — [by] day two, we started worrying about payroll, rent, marketing, food, the location. You start to have so many other worries, especially for people who depend on you for their livelihood, and that has never gone away. 

The second proudest [moment was] probably when I paid back the total investment within the first year. That’s when I [knew] we were on our way. 

Coming to a year following your return as Group CEO, what impact are you looking to make?

[2024] has been all about rebuilding the engine. I think we lost our way in the last couple of years. We felt we were losing the magic ingredient that made us special, and most importantly, our team was not super happy. Our creed has always been staff first. 

Coming back last year was about making sure that I fixed the fixable and prepared the company for the future. This year, I'm going to be focusing on expansion and growth.

Do you have a personal favorite out of all the establishments?

It’s like asking who’s my favorite kid! I do, but I'm not going to tell you. *laughs* Different restaurants bring different memories, and I have a soft spot for all of them but for different reasons.

With Hong Kong just entering its post-pandemic recovery, how is Pirata Group looking to distinguish itself and be at the forefront of the city’s hospitality industry in 2025?

Hospitality in Hong Kong is one of the best, and I'm blessed to be even considered in the same realm as some of the heavyweights. There are some real capable people working in the industry and really smart people in this business.

The nature of Hong Kong, because it's so fast-paced and constantly evolving, makes us never stop innovating. If you stop innovating, growing, and investing in your restaurant, you won't last very long. Some of my restaurants are now 10 years old, and for Hong Kong standards, that's dog years. So I’m looking forward to Pirata Group achieving, as well as my friends in the industry.

For us, we’ll stay true to the three pillars of Pirata Group: good food, good service, and good value for money. This is something we established very early on and what made us different at the core.

For emerging F&B entrepreneurs looking to tackle this tough market and make a difference, do you have a main takeaway to share with them?

Just be bold, stick with it, be creative, and let go! You cannot know all the answers, but you need to have confidence that you will figure it out as you go.

Pirata Group is renowned for its superb hospitality and service offered by your “Pirates,” what is the key to inspiring and building such a dynamic and engaged team?

First of all, it's not just telling people, but living what we say we're going to do. When I say 'team first,' I really mean it, and we live by it. 

We try to hire people who have hospitality in their blood already or are cheerful people. We need creativity and a lot of other qualities like toughness. And we want our team to grow and do well in life. We have a lot of old managers who started their own restaurants, so it’s really been sensational to follow their careers. 

What’s your favorite part about working in F&B in Hong Kong?

To tell you the truth, I hated most of it for the longest time. When I got to my twenties and was thinking I really don't like this job, I did start a business importing food and wine in Hong Kong. We did that for a couple of years, but I really missed being on the floor with guests and being part of a restaurant. It’s one of those things where you know you don't realize how good you had it until you don't have it anymore. 

When I became an owner, I learned a whole number of things I didn't know before. I opened and ran Zuma for several years, worked in hotels and independent restaurants, and was a COO of multiple outlets. I thought I had it all figured out until I became an owner, and then I realized that that was only one-quarter of the job; there was so much more I had yet to learn.

Right now, with these many restaurants under my belt, I still feel I have so much to learn.

What’s something unique you’ve discovered about serving Italian food to Hong Kong people?

Oh, that's very easy. There are so many things in common. Look at the noodles, dim sum, and pocket pasta. The love and joy that we have when we sit around a table. We love everything about food. It’s very easy to see the bridge between the two cultures.

What can we look forward to seeing from Pirata in 2025?

Growing Pane e Latte, Pizza Project, and definitely Pici. 

Are there any last words you’d like to share?

Thank you. That's all I can say. Thank you for believing in us, and thank you for thinking that we deserve attention.

Learn more about Pirata Group here, and follow them on Instagram, Facebook, and LinkedIn for more updates!

Enjoyed this article? Check out future Executive Impact profiles here.