JIA Group Collaborates with Luxury Lifestyle Media Group Tatler Asia To Develop the Market of Between in Specialty Coffee, Increasing Market Share and Brand Penetration

HONG KONG SAR – Media
OutReach — 3 February 2021 – JIA Group Holdings Ltd. (“JIA Group”, “JIA” or the “Group”,
Hong Kong Stock Exchange stock code: 8519), a Hong Kong-based hospitality group
with strong brand value and growth potential is developing steadily. After the
successful opening of the Group’s specialty coffee flagship store, Between in
Tai Kwun, Central last November, JIA is set to expand its footprint to open a
second branch of Between in Wan Chai, and to collaborate with Tatler Asia
Limited under its wholly-owned subsidiary
Capital Creative Limited to open a pop-up store at HAUS located at Queen’s Road
Central, which will help increase its market share and traffic, thereby
improving operating performance. Leveraging the influence of Tatler Asia in the
Asia- Pacific region and its user base, JIA Group is confident that the
collaboration will be mutually beneficial, effectively driving sales and
enhancing the value of both brands.

Ms. Yenn Wong, Chairperson
of JIA Group, said, “Between is the Group’s first fast-moving brand. We
collaborate with the best roaster in Hong Kong executed by award-winning
barista team. We are honored to be able to collaborate with Tatler Asia, a leading
lifestyle brand in Asia to open a pop-up store in Hong Kong. The collaboration
proves that the Group is well-recognized by the industry for its brand
development and gourmet quality. We will join hands with Tatler Asia to promote
the popularization and development of modern coffee culture, bringing higher quality
coffee and new consumption
experiences to consumers in Asia.”

The growth
potential of specialty coffee market is immense. According to a report published
by Adroit Market Research, the increasing purchasing power of global urbanites
and emerging countries is driving the development of the global specialty
coffee industry. By 2025, the market size is expected to further increase to USD83.563
billion, and the total consumption of specialty coffee beans will rise to
1,644,371.9 tons. The market size is expected to grow at a compound annual
growth rate of 13.3%, and the total consumption will grow at a compound annual
growth rate of 8.3%. With the prospect of specialty coffee, the Group will continue
to look for related business expansion opportunities and will make announcements
in due course.