Date
27 September 2024

Broker
MIB Securities (Hong Kong) Ltd

Overview of Super Hi Int’l

Super Hi Int’l (9658 HK) is a global restaurant brand, primarily known for serving Haidilao Hot Pot across 13 countries. As of June, the company operates in major international markets, including Singapore, Malaysia, Vietnam, Thailand, Indonesia, Japan, South Korea, the United States, Canada, the United Kingdom, and Australia. Super Hi Int’l is recognized as the third-largest Chinese cuisine restaurant brand and the largest hot pot restaurant brand in the international market.

Market Performance and Investor Sentiment

The report highlights the contrasting share performance of Super Hi Int’l and Haidilao (6862 HK). Year-to-date, Haidilao shares have dropped by 14.44%, while Super Hi Int’l has seen an increase of 14.43%. This contrasting performance reflects investors’ growing confidence in Super Hi’s global expansion strategy, particularly its success in foreign markets.

Expansion Plans and Strategic Focus

Super Hi Int’l is focusing on expanding its presence in established foreign markets, with particular emphasis on the United States. The company’s management views the U.S. market as having the “biggest potential” for growth and plans to increase its footprint there as early as next year. This strategic move underscores the brand’s commitment to international growth and its confidence in the U.S. as a key market for future expansion.

Investor Considerations

Investors are encouraged to take note of Super Hi Int’l’s strong performance in overseas markets and its aggressive expansion plans. The company’s focus on tapping into the U.S. market further signals its ambition to solidify its position as a leading global restaurant brand.