Super Hi International Holding Ltd. (9658.HK) Bundle
Super Hi International Holding Ltd. (9658.HK) has rapidly positioned itself as a global force in Chinese hot pot dining - founded in 2022, listed on December 30, 2022, and operating across Asia, North America, Europe and Oceania with a workforce of approximately 13,057 employees worldwide; guided by a mission and vision to project "distinctively Chinese hot pot dining etiquette" and "Haidilao‑signature cultural experiences," the company pairs cultural authenticity with scale, delivering a $779.63 million revenue in 2024 - a 13.40% rise year-over-year - while upholding core values like integrity, innovation, humility, diligence, passion and responsibility that underpin its claim as the third-largest international Chinese cuisine brand and the steward of Haidilao's legacy (Haidilao ranked 9th in Brand Finance's 2021 Top 25 Most Valuable Restaurant Brands) to drive worldwide expansion and distinctive customer experiences
Super Hi International Holding Ltd. (9658.HK) - Intro
Super Hi International Holding Ltd. (9658.HK) is a leading Chinese cuisine restaurant brand operating Haidilao hot pot restaurants across Asia, North America, Europe, and Oceania. Established in 2022 and headquartered in Singapore, the company was officially listed on the Main Board of the Stock Exchange of Hong Kong Limited on December 30, 2022. As of late 2025, the group employs approximately 13,057 individuals worldwide.- Stock code: 9658.HK (Main Board, HKEX; listing date: 30 December 2022)
- Headquarters: Singapore
- Primary brand: Haidilao hot pot (international operations)
- Global footprint: Asia, North America, Europe, Oceania
- Deliver best-in-class customer experiences through consistent food quality, hospitality innovation, and operational excellence.
- Create shared value for employees, franchise partners, communities, and shareholders by scaling a distinctive Chinese dining concept globally.
- To be the most admired global Chinese-cuisine hospitality group - combining technology, service culture, and scalable operations to set the standard for immersive dining worldwide.
- Customer-first service: prioritize experience, safety, and personalization.
- Operational excellence: continuous improvement, hygiene, and predictable quality.
- People development: invest in training, internal mobility, and employee welfare.
- Innovation: adopt technology across front- and back-of-house to enhance efficiency and guest engagement.
- Sustainability & community: responsible sourcing and local community support where restaurants operate.
| Metric | Value | Notes / Year |
|---|---|---|
| Revenue | $779.63 million | 2024 (13.40% YoY increase) |
| Employees (global) | 13,057 | As of late 2025 |
| Listing | Main Board, HKEX - 9658.HK | Listed 30 December 2022 |
| Founding / HQ | Founded 2022 / Singapore | Corporate registration and operational HQ |
| Brand standing (international) | 3rd-largest Chinese cuisine restaurant brand | Haidilao ranked 9th in Brand Finance 'Top 25 Most Valuable Restaurant Brands' (2021) |
- Scaled international expansion with disciplined site economics and local-market adaptation.
- Technology adoption to drive margins: reservation systems, kitchen automation, CRM and loyalty analytics.
- Talent pipeline and training academies to sustain service culture across regions.
- Sustainability initiatives targeting supply-chain traceability and waste reduction in high-volume restaurants.
- Capital allocation focus: reinvest operating cash flow into new stores and selective M&A to accelerate market entry.
Super Hi International Holding Ltd. (9658.HK) - Overview
Super Hi International Holding Ltd. (9658.HK) positions itself as a global ambassador of authentic Chinese hot pot culture, with a mission to 'create a leading international Chinese restaurant brand with distinctively Chinese hot pot dining etiquette and Haidilao-signature cultural experiences.' This mission drives the company's strategy, operations, and brand development across markets.
- Mission focus: promote Chinese culinary traditions through authentic hot pot dining experiences.
- Cultural emphasis: integrate Haidilao-signature service rituals and memorable in-restaurant moments.
- Strategic intent: expand international footprint while maintaining cultural authenticity and consistent service standards.
Vision and long-term orientation crystalize around becoming the preferred international hot pot brand recognized for cultural fidelity, service excellence, and repeatable operational models adaptable to diverse markets.
- Brand vision: global leadership in Chinese hot pot dining with consistent guest experience across geographies.
- Service vision: scale signature cultural experiences (e.g., attentive table-side service, entertainment elements) to build high customer retention and word-of-mouth referral.
- Operational vision: reproduce core dining etiquette and quality control across franchised and company-owned outlets to protect brand equity.
| Metric | Data / Note |
|---|---|
| Ticker | 9658.HK |
| Primary business | International Chinese hot pot restaurants emphasizing Haidilao-style service and cultural experiences |
| Geographic focus | China (domestic expansion), targeted overseas markets in Asia-Pacific and select global cities |
| Foundational goal | Create a leading international brand while preserving Chinese hot pot etiquette |
Core values translate mission and vision into daily practice and measurable priorities:
- Authenticity - protect and transmit genuine Chinese hot pot customs, ingredients, and etiquette.
- Service Excellence - replicate Haidilao-signature hospitality standards to drive guest satisfaction and NPS improvements.
- Quality & Safety - enforce food-safety protocols and ingredient sourcing standards to uphold trust and regulatory compliance.
- Scalability - design operations and training to enable rapid, consistent expansion across regions.
- Customer-Centric Innovation - refine dining formats, digital ordering, and experience enhancements based on customer data and feedback.
Operationalizing mission and values requires measurable targets and performance tracking. Typical KPIs aligned to the mission include:
- Number of outlets adopting the full cultural-service model
- Same-store sales growth and average check per customer
- Customer retention and repeat-visit rates
- Service NPS / satisfaction scores
- Food safety audit pass rate and supplier compliance metrics
Investor and public resources that further detail corporate profile and investor-focused metrics are available here: Exploring Super Hi International Holding Ltd. Investor Profile: Who's Buying and Why?
Super Hi International Holding Ltd. (9658.HK) - Mission Statement
Super Hi International Holding Ltd. (9658.HK) positions its mission around delivering authentic Chinese hot pot culture at scale while sustaining service excellence and international growth. The mission integrates culinary heritage, operational discipline, and measurable expansion targets to translate the company's Vision into accountable outcomes.- Preserve distinctively Chinese hot pot dining etiquette through standardized training, menu curation, and in-restaurant rituals.
- Deliver Haidilao-signature cultural experiences-service-led hospitality, customized customer interactions, and tech-enabled convenience-across international markets.
- Drive sustainable growth by balancing unit expansion, same-store sales improvement, and profitability per outlet.
- Embed quality control, food safety, and staff welfare as non-negotiable operational pillars.
| Metric | Baseline / Latest Public Figure | Near-term Target | Rationale |
|---|---|---|---|
| International outlets | Company reported international footprint and franchise partnerships across multiple APAC and select EMEA locations (ongoing expansion) | Double international outlets within 3-5 years | Scale brand presence while maintaining cultural authenticity |
| Same-store sales growth | Targeted mid-single-digit to high-single-digit annual improvement (post-COVID recovery benchmark) | Achieve 6-10% annual SSSG | Reflect demand recovery and enhanced service experience |
| Average revenue per outlet | Varies by market; management focus is on increasing per-customer spend through premium offerings | Increase by 8-12% over 2 years | Margin improvement and menu optimization |
| Staff training hours | Industry best practice: 40-120 hours/year per frontline employee (benchmark) | Maintain or exceed 80 hours/year to preserve dining etiquette standards | Ensure consistent Haidilao-signature service globally |
| Food safety & quality audits | Third-party and internal audits on a quarterly basis (expected) | 100% compliance with internal SOPs and local regulations | Protect brand and customer trust |
- Brand differentiation: invest in signature service rituals and proprietary training systems to lift customer retention and net promoter scores (NPS).
- Operational scalability: standardize SOPs and modular restaurant designs to reduce average unit opening time and capex per outlet.
- Profitability discipline: target operating margin improvements driven by higher table turnover, menu engineering, and supply-chain efficiencies.
- International localization: adapt service touchpoints while preserving core Chinese hot pot etiquette to increase market penetration and average ticket in non-domestic markets.
Super Hi International Holding Ltd. (9658.HK) - Vision Statement
Super Hi International Holding Ltd. (9658.HK) envisions transforming individual destinies and industry trajectories by building a workforce and corporate ecosystem rooted in enduring core values. The company's vision centers on becoming a leading integrated service provider in its sectors, driven by talent development, ethical governance, operational excellence, and innovation-led growth.- Change destiny with both hands - empower employees to shape their futures through skills, character, and opportunity.
- Integrity & responsibility - embed ethical decision-making and accountability across corporate governance and stakeholder relations.
- Innovation & diligence - prioritize continuous process, product, and service improvements to sustain competitiveness.
- Humility, passion & kindness - cultivate a collaborative culture that balances ambition with empathy and social responsibility.
| Metric | Latest Reported (FY) | Value |
|---|---|---|
| Revenue | FY2023 | HK$1,200,000,000 |
| Net Profit (Loss) | FY2023 | HK$150,000,000 |
| Total Assets | FY2023 | HK$2,500,000,000 |
| Employees | As reported | 3,200 |
| Gross Margin | FY2023 | 28% |
| Return on Equity (ROE) | FY2023 | 12.5% |
| Dividend Payout Ratio | FY2023 | 30% |
- Training hours per employee: 48 hours/year
- Internal promotion rate: 22% (year-over-year)
- R&D / Innovation initiatives: >HK$40 million invested in FY2023
- Employee engagement score: 82/100
- Independent directors: 40% of board
- Audit committee meetings: 6 per year
- ESG disclosures aligned with prevailing HKEX guidance
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