Steaming ahead: Din Tai Fung Philippines celebrates 10 years, eyes store expansion

DIN TAI FUNG PHILIPPINES is marking a decade of operations in the country with further expansion outside of Metro Manila, as Filipino consumers continue to embrace its famous soupy dumplings called xiaolongbao.

- Cathy Rose A. Garcia and Alexandria Grace C. Magno

Eliza Antonino, founder and managing partner of The Moment Group, said the company is opening new branches of Din Tai Fung in response to strong demand beyond Metro Manila.

“It’s about responding to demand, so we open where the market is... Din Tai Fung Cebu opened last July, and we aim to open our second one in Cebu next year. We're looking forward to opening in even more new neighborhoods next year,” she said in an interview with BusinessWorld.

Din Tai Fung opened in $M City Cebu, its first branch in the Visayas and its ninth in the country, Its tenth branch, marking the brand’s 10" anniversary, is set to open at SM City Clark in Clark, Pampanga in the fourth quarter.

The Moment Group, which is known for homegrown brands Manam and 8Cuts, owns, manages and operates the Philippine franchise of Din Tai Fung.

The Moment Group Founder for Creative Development Abba Napa said Din Tai Fung has mostly opened stores within Metro Manila for the most part of the decade, so they were initially nervous about opening in Cebu.

“Being that Cebu was our first shop in the region; we were genuinely surprised and very happy to see the lines that formed on the first day. Seeing Filipinos from all over appreciate dining at Din Tai Fung gives us the confidence to explore other parts of the country that we never thought possible,” Ms. Napa said in the same interview.

Din Tai Fung first opened in the Philippines with a branch in SM Megamall in 2015.