Hong Kong’s beloved handmade pasta chain Pici is celebrating its 10th anniversary with a major expansion into the New Territories. On July 14, 2026, the brand launched its 10th branch at Yoho Mall I in Yuen Long, a move that extends its daily fresh pasta experience to a new community. To commemorate the occasion, Pici is hosting a limited-time free pasta giveaway and unveiling exclusive collaborative dishes with Napoli Matfia (Kwon Sung-jun), the Season 1 champion of Netflix’s hit culinary competition series Culinary Class Wars.
A New Home for Handmade Pasta in Yuen Long
Located at Shop 1076 on the first floor of Yoho Mall I, the new Pici outlet strengthens the brand’s presence in the New Territories, following earlier openings in Sha Tin and Tseung Kwan O. Designed by Haig Studio, the 3,075-square-foot space—including a 500-square-foot outdoor terrace and 98 seats—evokes the aesthetic of Pici’s original Soho outlet. Warm dark wood furnishings, custom joinery, navy blue leather seating, mosaic flooring, and globe pendant lamps create a classic Italian ambiance. Guests can watch chefs roll and cut pasta at an open kitchen bar, while modern touches like a glossy black storefront, mirrored arch displays, and large-scale artwork celebrating signature dishes give the venue a nostalgic vintage-grocery feel.
Free Pasta for Two Hours Only
As part of the anniversary festivities, Pici will offer complimentary helpings of its iconic handmade pasta on Saturday, July 18, 2026, from 4:00 PM to 6:00 PM. The promotion will run exclusively at the new Yuen Long branch, with fresh pasta prepared on-site for the public. No purchase is necessary, but the two-hour window and limited quantities mean early arrival is essential. Organizers advise attendees to queue well before the start time, as the offer is strictly while supplies last.
Netflix Champion Brings Exclusive Fusion Creations
For the first time in Hong Kong, Pici is collaborating with Kwon Sung-jun—widely known as Napoli Matfia, the winner of Netflix’s Culinary Class Wars Season 1. A selection of exclusive, limited-edition dishes will be available throughout July 2026 at the Yuen Long location. These specials blend Pici’s Italian handmade pasta expertise with the chef’s acclaimed culinary style, promising a luxurious twist on familiar favorites. The partnership marks a creative cross-cultural moment, bringing international gastronomic recognition to Hong Kong’s dining scene.
Menu Highlights and Pricing
Beyond the promotional events, Pici’s regular menu continues to attract diners with its house-made pasta and classic Italian appetizers. Starters include:
- Wagyu beef bone marrow tartare (HKD 150) – served on toasted bread
- Burrata cheese (HKD 98) – creamy and fresh
- Secret-recipe meatballs (HKD 130 for three) – a staff and guest favorite
Main pasta offerings feature:
- Freshly shaved black truffle tagliolini (HKD 198) – light, silky sauce from truffle paste and cheese emulsion
- Spicy ’nduja orecchiette (HKD 138) – smoky pork sausage and Calabrian chili ragu balanced with cherry tomatoes
- Classic beef lasagna (HKD 130) – a perennial crowd-pleaser
Hours, Contact, and Practical Details
| Detail | Information |
|——–|————-|
| Address | Shop 1076, 1/F, YOHO MALL I, 9 Yuen Long Long Street, Yuen Long |
| Hours (Mon–Thu) | 11:30 AM – 9:30 PM |
| Hours (Fri) | 11:30 AM – 10:00 PM |
| Hours (Sat) | 11:00 AM – 10:00 PM |
| Hours (Sun) | 11:00 AM – 9:30 PM |
| Phone | 2362 8808 |
| Website | pici.hk |
What This Means for Hong Kong Food Lovers
Pici’s 10th location signals continued confidence in Hong Kong’s dining market, particularly in suburban hubs where demand for quality casual Italian food is rising. The collaboration with a globally recognized chef also reflects a growing trend among local restaurants to forge international partnerships that elevate brand visibility and offer guests unique, time-limited experiences. For residents in Yuen Long and the wider New Territories, the new branch reduces travel time to enjoy freshly made pasta, while the free giveaway and exclusive menu provide compelling reasons to visit. As Pici marks a decade of operations, this expansion sets the stage for further growth—and raises the question of which neighborhood might host the next location.