Choi Heong Yuen Bakery

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Choi Heong Yuen Bakery has been established for over 80 years, becoming one of Macau's most famous brands and one of the three major souvenir shops in Macau. Its main competitors are Koi Kei Bakery and Yeng Kee Bakery. Choi Heong Yuen currently has stores in Macau and Hong Kong. Although the bakeries in the two cities have been decoupled in terms of operation, they are of the same origin.

Macau[]

History[]

Choi Heong Yuen Bakery was founded in Macau in 1935 by Huang Jiexin, who opened its first store at No. 20 Travessa do Auto Novo, Macau. It operated as a bakery retail business, with its main customers being passengers boarding and disembarking nearby piers. Its most popular product was Chinese almond cookies.

In the 1960s, the bakery was taken over by Huang Yongchang. Choi Heung Yuen devoted itself to the research of altering the traditional taste of almond cookies, changing the almonds, that had always been ground, into small almond grains. At the time, many customers were full of praise, calling the cookies “Choi Heong cookies". The bakery later embarked on a new endeavour, introducing on-site pastry making in its stores, where the chef would play radio music while making pastries as a way of attracting customers. In the 1980s, after the bakery owner visited Japan, he introduced fully automated individual packaging machines to his stores, pioneering a new marketing model for the Macau souvenir industry.

In 1993, Huang Ruoli, the third generation of Choi Heong Yuen Bakery's founding family, took over the running of the business. The bakery began preparing for the export business, and revamped its stores to consolidate its brand image. Since the handover (to China), an average of one new store has been opened every year, and the bakery now has eleven branches.

Marketing[]

Choi Heong Yuen Bakery opened for business in Macau in the 1950s. They are located at Avenida de Almeida Ribeiro, Travessa do Matadouro, Rua da Ressurreição, Avenida Dr. Rodrigo Rodrigues, New Yaohan and Rua do Regedor among others.

October Fifth Bakery[]

Ju Xiang Yuan Bakery was founded in 1918 and has the same (Chinese) name as Choi Heong Yuen Food Co., Ltd.. The former is located in Zhongshan City, Guangdong Province, China, but the two stores are unrelated. Choi Heong Yuen Bakery has registered the “Choi Heong Yuen" brand in Hong Kong and Macau, while Zhongshan Juxiangyuan Food Co., Ltd. has registered the "Ju Xiang Yuan" brand in Mainland China, so the Macanese Choi Heong Yuen can only operate in mainland China under the newly registered “October Fifth" brand. Olson Trade and Investment Co., Ltd. and October Fifth Bakery (Macau) Co., Ltd. invested and established Olson Food Co. (Jiangmen), Ltd. in Xinhui District, Jiangmen City, Guangdong Province in 2004 to produce the October Fifth brand.

Advertising / Spokespersons[]

The Macanese band Soler have served as spokespersons, and also shot commercials for the brand.

Hong Kong[]

Huang Jiexin purchased the street-level store at No. 718 King's Road in Hong Kong in 1961 (when Kut Cheong Mansions was demolished and moved to the current location of the neighbouring Healthy Village) and opened a store, establishing the brand's presence in Hong Kong while opening up overseas markets, selling almond cookies to Southeast Asia, Europe and the United States . The business was later handed over to his daughter Huang Xiaoyi. In early 2000, he registered a trademark in Taiwan, sold products there, and held regular exhibitions at chain department stores. The English name of Hong Kong's Choi Heong Yuen is "Chui Heung Yuen”.

Trademark disputes between the Hong Kong and Macau Bakeries[]

In August 2007, Huang Xiaoyi alleged that her nephew, who operated Choi Heong Yuen in Macau, took advantage of her not participating in the Food Expo and went to Hong Kong to participate in the exhibition. She believed that he was suspected of violating Hong Kong's “Chui Heung" and “Chui Heung Yuen" trademark rights, so she filed a complaint with the High Court. Litigation was initiated and the judge issued a temporary injunction order to prevent the nephew from participating in the Food Expo to promote Macau's Choi Heong Yuen.

See also[]

• Tourism in Macau

References[]

External links[]

• Official website of Choi Heong Yuen Bakery of Macau
• Official website of Ju Xiang Yuan Bakery of Zhongshan