New Generation (Far East) Limited was established in 1988, its agent imported food from Malaysia, Thailand, Taiwan, Australia and other places. One of the most representative brand from Malaysia [Ah Huat White Coffee] has gained both market and sales success. It is quite welcomed by the customers and has a high ranking in Hong Kong white coffee market.

House brand – RicJohn series has launched with high popularity in the major supermarkets and department stores in Hong Kong, Macau and China. It is beneficial to the business immediate and long-term development.

In recent years, New Generation (Far East) Limited has adopted a wide range of promotional strategies for different products’ market positioning, such as invited famous artists as the brand spokesperson to promote the Taiwan Sunway series; at the same time, has participated a lot of large-scale exhibition activities (e.g. “Hong Kong Brands & Products Expo”, “Hong Kong Food Expo”and“Hong Kong Food Carnival”etc.) for customers to know more of the products.

With many years of experience, New Generation (Far East) Limited has mainly based on Hong Kong, China, and Macau these 3 markets, looking for high-quality, food safety and achieve for the best. And for the future, New Generation (Far East) Limited will seek change, maintain stability, proactive, with the times, in order to become a customers’ trustworthy brand.