Marketing Case
Wingwah
Wing Wah Bakery, originating from a teahouse bakery in Yuen Long in 1950, has grown over the years to become a large-scale bakery group with well-established facilities and branches throughout Hong Kong, Kowloon, and the New Territories. In the 1960s, the group actively developed its bakery business and reorganized into a limited company. They established their own factory in Hong Kong and introduced automated production equipment to continually enhance the quality of their products. In the 1970s, they set up branches in Hong Kong, Kowloon, and the New Territories, expanding their operations. In addition to the local market, they began marketing mooncakes to mainland China and ventured into the international market, promoting mooncakes to over a hundred major countries and cities including, but not limited to, the United Kingdom, the United States, Canada, Australia, New Zealand, and Southeast Asia. In the 1980s, they actively entered the mainland Chinese market. Up to this day, Wing Wah® mooncakes from Yuen Long, Hong Kong, have been exported to places such as Inner Mongolia and Harbin. In the late 1990s, they officially entered the Hong Kong International Airport, establishing a foothold in Hong Kong and aiming to promote the rich culinary culture with Chinese and Hong Kong characteristics to the world.
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