Hong Kong television personality Natalie Tong, a former TVB “Best Actress,” found early success transitioning into entrepreneurship, but her expanding bakery chain is now grappling with a sudden decline in popularity barely a year after its high-profile launch. Tong, who left acting in 2022 to pursue baking studies in Japan, initially capitalized on her fame by opening 33Cubread, a Japanese-style specialty toast shop, in the bustling Causeway Bay district in October 2024.
The initial rollout was a commercial triumph, driven by the star’s celebrity draw and the novelty of its miniature cube-shaped croissants. The flagship store saw long queues daily, quickly leading to rapid expansion with new branches in Central and Sha Tin amidst a challenging retail environment. However, recent weeks reveal a stark reversal of fortune, raising questions about the longevity of celebrity-driven food and beverage ventures when the initial buzz subsides.
Star Power Fails to Sustain Foot Traffic
The high-traffic Causeway Bay location, once synonymous with sold-out stock and purchase limits, is now experiencing significantly reduced customer flow. Reports from local media monitoring the location indicated that even during peak hours, the store hosted only a handful of patrons, frequently observing more staff members than customers. Shelves, which were previously cleared instantly upon baking, are now reportedly stocked with unsold loaves, marking a sharp contrast to the shop’s hectic opening months.
The challenging shift was underscored by the recent appearance of Tong herself at the shop. The actress, typically hands-on and often seen in uniform during the height of the store’s popularity, was observed in casual clothing alongside business partners, reportedly inspecting fittings and signage with a visibly worried expression. Sources suggest the immediate focus is on troubleshooting operational and marketing strategies to navigate the downturn.
The Challenge of Premium Pricing
One major factor cited in the cooling demand is the product’s pricing. The specialty toast served at 33Cubread reportedly retails for approximately 50 Hong Kong dollars (about $6.40 USD) per loaf. Online discussions reflect a public sentiment that the premium pricing does not align with the product’s perceived value, potentially deterring repeat business.
The shift in customer perception has placed significant financial pressure on the business. According to an insider source, the operational costs for the bakery are exceptionally high, exacerbated by monthly rent that reportedly nears 80,000 Hong Kong dollars for the flagship store. Combined with staffing and overheads, the total monthly expenditure is estimated at 160,000 Hong Kong dollars.
Current sales figures, reportedly yielding daily revenue only in the low four-figures, mean the enterprise is facing a substantial deficit, requiring Tong to personally subsidize the monthly losses. The significant sales volume achieved in the first six months, however, did allow the business to recoup its initial investment, providing a buffer against the current struggles.
Diversification and Resilience
Despite the severe business contraction, the entrepreneur is actively seeking a turnaround. Tong and her team are reportedly focusing on developing new menu items and implementing fresh marketing campaigns designed to revitalise interest beyond the initial star appeal.
Simultaneously, Tong has not abandoned her primary career, relying on acting gigs and advertising contracts to generate the revenue necessary to support the struggling bakery venture. This reliance on her celebrity income to sustain her relatively new business highlights the volatility inherent in merging passion projects with high-stakes commercial real estate.
Tong’s attempt to leverage her celebrity status into a long-term consumer goods business mirrors a growing trend among public figures to diversify their portfolios. Yet, the sharp drop in 33Cubread’s popularity serves as a cautionary tale: while fame can guarantee a powerful launch, sustained success in the competitive food industry ultimately demands value, strategic pricing, and consistent customer satisfaction beyond the draw of a well-known name. The former television queen now faces a decisive battle to prove her longevity in the commercial arena.
