香港知名的翠華餐廳，自1967年創立以來，它在香港茶餐廳界一直穩坐王位的位置，是那個年代無可動搖的代表性品牌。早期不僅是港人日常的用餐選擇，更幾乎成為TVB劇集的御用取景地——觀眾不論在劇中劇外，總能看到該餐廳的身影。無數港星也曾親自打卡，讓翠華這個品牌聲名遠播，一度成為香港城市文化的一部分。

2012年，翠華餐廳成功登陸香港交易所，風光無限，成為「茶餐廳第一股」，這在當時是港式餐飲界的重大里程碑。然而，隨著中國內地餐飲市場的快速轉型，年輕一代的消費習慣與過去已截然不同。消費者擁有更多元的選擇，從菜品創新到用餐體驗，從品牌形象到價格敏感度，新興品牌在激烈競爭中迅速崛起，取代了傳統港式茶餐廳的地位。

如今的市場已不再眷戀「懷舊」與「老字號」的光環，反而偏好新穎、性價比高、貼近年輕人文化的用餐場域。在這樣的消費環境變化下，翠華無法及時完成轉型，不僅在品牌更新與經營策略上未能迎合新世代，反而陷入了難以逆轉的虧損困境。

據公開資料顯示，翠華集團累計虧損已超過70億港元，並陸續在多地關閉門店，經營規模大幅縮水。曾經門庭若市、一位難求的港式餐飲聖地，如今也面臨存亡邊緣。曾經風光無限的「老網紅」品牌，在新消費浪潮面前顯得力不從心，被更能迎合年輕人口味與審美的新興品牌所取代。

翠華的失勢不僅是一家老牌茶餐廳的故事，更是一個時代的縮影。從港式飲食文化的傳承者到轉型失敗的案例，這場「跌落神壇」的過程警示著整個傳統餐飲行業：沒有品牌能夠永久站在風口之上，如果不能與時俱進、讀懂市場、洞察年輕人，終將被時代拋在身後。

Tsui Wah Restaurant, a renowned name in Hong Kong, has long been considered the undisputed king of the city’s cha chaan teng (Hong Kong-style diners) scene since its founding in 1967. In its heyday, it wasn’t just a staple of everyday dining for locals—it also became a familiar backdrop in countless TVB dramas, making frequent appearances both on and off screen. Numerous Hong Kong celebrities once dined there, turning Tsui Wah into a household name and a symbolic part of Hong Kong’s urban culture.

In 2012, Tsui Wah made a triumphant debut on the Hong Kong Stock Exchange, earning the title of the “first cha chaan teng stock”—a significant milestone for the Hong Kong-style restaurant industry. However, as China’s mainland food and beverage market rapidly evolved, the dining habits of the younger generation diverged sharply from the past. Consumers were offered a broader array of choices, from innovative menus to immersive dining experiences. With growing sensitivity to brand image and pricing, a new wave of restaurant brands quickly emerged, pushing traditional establishments like Tsui Wah out of the spotlight.

Today’s market no longer clings to nostalgia or the prestige of “time-honored” brands. Instead, it favors fresh, affordable, and youth-oriented dining environments. In this shifting landscape, Tsui Wah failed to transform in time. The brand struggled to update its image and adapt its business strategy to appeal to new generations, leading it into an increasingly irreversible state of financial distress.

According to public records, Tsui Wah Group has accumulated losses exceeding HK$7 billion and has been closing branches across multiple regions, significantly downsizing its operations. What was once a bustling culinary destination with lines out the door now teeters on the edge of survival. The brand that once basked in widespread popularity as a “vintage internet-famous” spot has lost its luster in the face of emerging competitors who better understand and cater to the tastes and aesthetics of younger consumers.

Tsui Wah’s downfall is more than the story of a fading cha chaan teng; it is a microcosm of a generational shift. Once a proud torchbearer of Hong Kong’s food culture, it has now become a cautionary tale of failed transformation. This fall from grace serves as a sobering reminder to the entire traditional F&B industry: no brand can remain