Retail in Asia

In Sectors

Awfully successful at franchising

"Sell what you love and the money will follow" may sound like what one reads in a business management book, but this advice has guided the success of young Hong Kong entrepreneur Regina Sam.

The 32-year-old franchisee of Awfully Chocolate, a Singaporean cake business, brought the brand to Hong Kong in 2008. Sam became hooked after tasting its signature chocolate sponge cake at an Awfully Chocolate store in Shanghai. She later became the exclusive franchisee in the city after fending off two other rivals who applied for it.

"At first, I didn’t think about setting up my own business," said Sam, who was an account manager at the Royal Bank of Canada in Vancouver for four years before returning in 2004 to Hong Kong, where she earned a Master of Business Administration (MBA) degree at the University of Hong Kong.

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