Behind three of Hong Kong’s most iconic household names—Café de Coral (大家樂), Fairwood (大快活), and Vitasoy (維他奶)—lies a remarkable family saga that spans generations, continents, and an extraordinary transformation from humble客家 roots to a sprawling food empire. While most consumers see these brands as competitors, few realize they share a common origin: the Luo brothers, three sons of a single father, each built a separate pillar of Hong Kong’s modern food culture.
From a Hakka Village to University Scholarships: The Luo Family Origin
The story begins with Luo Jinxing, born in the late Qing dynasty in Mei County, Guangdong. A Hakka farmer struggling under harsh conditions, he left for Malaya and found work at Eu Yan Sang, a renowned Chinese medicine chain. His diligence caught the attention of the firm’s owner, Eu Tong-sen, who later financed the university education of Luo’s seven sons at the University of Hong Kong—a pivotal moment that redirected the family’s fate.
Luo Guixiang became the family’s first university graduate. In 1936, while on a business trip in Shanghai, he attended a lecture on soybean milk and saw an opportunity. During the Second World War, when Hong Kong faced severe malnutrition, he launched Hong Kong Soya Bean Products Company in 1940, later renamed Vitasoy. His vision was simple: provide affordable, nutritious drinks for the city’s undernourished population.
The Birth of Café de Coral: Reinventing Fast Food
Two younger brothers, Luo Tengxiang and Luo Fangxiang, initially worked at Vitasoy. But entrepreneurial ambition stirred. In 1968, Luo Tengxiang left to found Café de Coral, opening his first outlet on Tong Street in Causeway Bay, behind the old Lee Theatre—a bustling entertainment hub in the 1960s and ’70s. The menu offered simple fare: chicken legs, fries, and burgers.
What set Café de Coral apart was its self-service model. Instead of waiter service, customers queued, picked up a tray, and collected their food. “In old Hong Kong, tea houses, ice rooms, herbal tea shops, and dai pai dongs all had staff serving tables,” Luo Tengxiang later explained. “But we made people queue and carry their own tray—perfect for busy office workers.” This innovation catalysed Hong Kong’s fast-food culture and combined Chinese and Western dishes. Café de Coral became the first Hong Kong catering group to list on the stock exchange.
Fairwood’s Turbulent Journey: From Copycat to Comeback
Following his elder brother’s success, Luo Fangxiang left Vitasoy in 1972 after nearly three decades and launched Fairwood. He mimicked Café de Coral’s strategies: heavy television advertising in the 1970s, extended operating hours, rapid branch expansion, and a central kitchen for consistency.
But the 1990s brought crisis. Fairwood lost touch with customer tastes, food quality declined, and the brand developed a negative image. The company suffered five consecutive years of losses, teetering on bankruptcy.
The turnaround came in 2003 with a complete rebranding: a new logo, redesigned interiors, and a modernised menu. The image overhaul revitalised Fairwood, boosting revenues and attracting younger diners. Today, it stands as a testament to resilience.
Family Ties and Healthy Rivalry
Rumours of discord among the brothers have long circulated. Luo Tengxiang addressed the matter directly in a radio interview, expressing pride that the family owned three listed companies. “It’s like one of us leads a team, and another leads a team—just play as well as you can,” he said. He insisted that Café de Coral was his own achievement, Fairwood was his brother’s, and beyond a sharp mind and work ethic, they inherited nothing—not wealth, nor special favours.
Broader Impact: A Legacy of Innovation and Adaptation
The Luo brothers’ story illuminates how a single family shaped Hong Kong’s dining habits, from Vitasoy’s healthy soy drinks to Café de Coral’s self-service revolution and Fairwood’s epic comeback. Their businesses now employ tens of thousands and serve millions daily. The next generation faces new challenges: rising rents, changing consumer preferences toward sustainability, and intense competition from international chains. Yet the founding spirit—adaptability, family drive, and relentless innovation—remains the backbone of these Hong Kong classics.
Actionable takeaway for food entrepreneurs: The Luo brothers show that clear differentiation, understanding local needs, and the courage to reinvent after failure can turn a family venture into a lasting institution. For readers interested in more brand histories, explore the stories behind other local icons like Garden (嘉頓) and Nin Jiom (枇杷膏) on our blog.
Sources: RTHK “Hong Kong Story” documentary; Vitasoy, Fairwood, and Café de Coral official websites; “100% for You” corporate history of Café de Coral.