After You - Finding Sweet Success Overseas
After ‘After You’ has made an unstoppable success over ten years in its home country, Thailand, how can it grow further through the first expansion in Hong Kong?
At a glance
Country of Origin
Thailand
Year Founded
2007
Type of Business
Dessert Cafe
Total Branches in Thailand
51
(As of 2022)
Abstract
After You, a Thai dessert café founded in 2007, has become a beloved brand known for its creative menu and cozy atmosphere that resonate with locals and tourists. Starting from a single outlet in Bangkok, it has grown to over 50 branches across Thailand, driven by word-of-mouth and strategic social media campaigns.
In 2018, After You embarked on its first international expansion into Hong Kong, aiming to replicate its domestic success. Leveraging a franchise model, the company launched its first permanent branch in Causeway Bay in 2022 following an initial pop-up store. This case study employs the CAGE Distance Framework to analyze the cultural, administrative, geographic, and economic factors influencing After You’s overseas growth strategy.
This case study also examines challenges such as maintaining product quality during scaling and managing rising export costs. It invites learners to assess the business model’s viability and discuss strategies for long-term global expansion.
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Disclaimers:
(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
(2) Regarding University Affiliation and Titles of Authors: The university affiliation and titles of author(s) seen in the case study is based on their affiliation and title during the time of publication. It may or may not represent the current status of said author(s).