【Hong Kong Large Supermarket】CitySuper
🛒 What is CitySuper?
CitySuper (also spelled city'super) is a well-known high-end lifestyle department store in Hong Kong, focusing on a "quality, global and exquisite" shopping experience.
It is not just a supermarket, but a comprehensive retail brand that combines gourmet food, daily necessities and boutique department stores . Its positioning is higher-end than mass supermarkets such as Wellcome and ParknShop.
🏢 Brand Background
- Founded : 1996
- Parent company : City Super Group (Hong Kong local retail group)
- First branch : Times Square, Causeway Bay
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Existing brands :
- city'super (high-end supermarket)
- LOG-ON (dairy goods, stationery, home goods, trendy items)
- cookED by city'super (restaurant brand, focusing on gourmet experience)
🚀 Development History
- 1996 : The first branch opened in Times Square, Causeway Bay, positioning itself as a "high-end global supermarket" specializing in imported food ingredients and lifestyle products.
- 2000s : Expanded to core areas such as Harbour City in Tsim Sha Tsui and New Town Plaza in Sha Tin.
- LOG-ON was born : introducing daily necessities and trendy elements to attract young people.
- Cross-border development : In addition to Hong Kong, CitySuper has also opened branches in Taiwan and Mainland China (Shanghai).
- Current status : There are currently about 4 CitySuper branches in Hong Kong (Causeway Bay, Tsim Sha Tsui, Sha Tin, and Kwun Tong apm).
🏷️ Brand Features
- High-end positioning : Targeting the middle-class and high-income groups, emphasizing "quality life".
- Global Food : Provides imported food from all over the world, fresh seafood, high-quality beef, cheese, red wine, etc.
- Lifestyle Department Store : Combined with its sub-brand LOG-ON, it sells stationery, home products, beauty products, and fashion boutiques.
- Food experience : Some stores have on-site dining areas, allowing customers to enjoy fresh ingredients on the spot.
- Membership system : Super e membership, providing points, birthday discounts and exclusive activities.
📉 Market positioning and current situation
- Main customer groups : mid- to high-end consumers, families who like international ingredients, and young people who pursue a better quality of life.
- Market role : It is a representative of "high-end supermarkets" in Hong Kong, forming a different level of market distribution with Yata, Don Don Donki, and 759 Store.
- Challenges : High rents and fierce retail competition, but CitySuper still has certain advantages thanks to its brand image and loyal customer base.
📝 Editor's opinion
I think of CitySuper as a kind of "Hong Kong lifestyle showcase," not just for daily necessities, but for enjoying shopping . Inside, you'll find ingredients from around the world, even rarer-than-usual fruits and specialty wines, leaving you feeling like, "Life can be this exquisite."
But honestly, CitySuper's prices are a bit high. I don't shop there every day. I only make a pilgrimage when I'm craving something special or need to find unique ingredients for a recipe. Also, LOG-ON is practically a "fashion paradise" for young people. From stationery to small appliances, it's easy to overspend.
