Former television star Natalie Tong‘s venture into the competitive world of high-end Japanese baked goods is grappling with a sharp downturn in popularity, nearly one year after its explosive debut in Hong Kong. The actress, who rebranded herself as an artisanal baker following her departure from TVB in 2022, invested in formal training in Japan before launching “33Cubread”—a boutique Japanese toast and pastry specialist—in Causeway Bay in late 2024. Despite initial viral success driven by her celebrity status and unique cube-shaped croissants, the flagship location is reportedly experiencing dramatically reduced foot traffic, raising questions about the longevity of celebrity-backed retail ventures in a softening economy.
The concept was born out of Tong’s dedication to combining her acting career with her passion for baking. After securing prime retail space in Causeway Bay, 33Cubread quickly expanded to subsequent locations in Central and Sha Tin, capitalizing on the frenzied demand that saw daily queues stretching down the street and immediate sell-outs of limited-edition items.
Celebrity Pull Fades as Costs Mount
However, recent observations suggest the golden glow surrounding the initial opening has dimmed significantly. Reporters monitoring the Causeway Bay store noted a striking contrast between the current quiet atmosphere and the previous year’s bustling queues. During peak hours, the number of employees now frequently appears to exceed the sparse clientele, with unsold baked goods filling shelves that were previously emptied within minutes of production.
Sources close to the operation indicate that the drop in sales presents a significant financial hurdle. Despite robust initial turnover that reportedly allowed the business to recoup its investment within the first six months, the bakery now faces a daily turnover in the low four figures (Hong Kong dollars). This is reportedly insufficient to cover the staggering monthly operating expenditure, estimated at HK$160,000, which includes high rent (roughly HK$80,000) and staffing costs. According to reports, Tong is currently subsidizing the venture monthly to keep its doors open.
A frequent criticism leveled against the brand revolves around its pricing strategy. Specialty toast items at 33Cubread are reportedly priced around HK$50 and higher, a cost many online consumers have deemed excessive, suggesting that the luxury price point does not align with the product’s perceived value—a critical factor contributing to customer attrition in the fickle Hong Kong food scene.
Adapting to the Market
The actress herself has been spotted at the flagship store, showing palpable concern over the decline. Rather than engaging in the hands-on baking and fan interactions that characterized the opening period, Tong was recently seen in plain clothes, intensely observing the premises, consulting with her business partners, and seemingly brainstorming strategies to stem the decline.
The quick erosion of its market position highlights the challenge of maintaining momentum in the highly competitive food and beverage sector, even with a strong celebrity launchpad. Once the novelty fades, businesses must rely on consistent product quality, competitive pricing, and sustained innovation.
Undeterred by the commercial setback, Tong and her team are reportedly focusing on product development, exploring new flavor profiles, and devising fresh marketing initiatives to reignite public interest. Furthermore, Tong continues to leverage her primary career, actively seeking new acting roles and commercial endorsements, the income from which is helping to financially safeguard the struggling bakery enterprise.
The situation serves as a stark reminder that while star power can generate immediate, record-breaking demand, its influence alone is not a guarantee of sustained commercial success. As Tong navigates this unexpected challenge, her ability to adapt the business model and balance public expectation with operating costs will determine whether her passion project can stabilize and thrive in the long term.
