Celebrity Buzz Fades: Natalie Tong’s Bakery Reportedly Struggles With Business Difficulties

(Hong Kong, 9th) Hong Kong actress Natalie Tong has been actively reinventing herself since leaving her long-time TV station in 2022. Combining her entertainment career with personal interests, she traveled to Japan to study baking. After returning to Hong Kong, she partnered with a friend to open a Japanese-style toast specialty shop, “33Cubread,” in the prime area of Causeway Bay.

Riding on her celebrity appeal and a signature product—bite-sized croissant cubes—the shop quickly became a sensation after its opening in October 2024. Long lines outside the flagship store turned into a daily spectacle and a widely discussed topic. Buoyed by the early success, Tong moved swiftly to expand despite a challenging market, opening additional outlets in Central and Sha Tin, giving the impression of a rapidly growing business.

However, just a little over a year after launch, the hype appears to have cooled sharply. The Causeway Bay flagship store has reportedly become noticeably quieter, a stark contrast to the crowd-packed scenes of its early days—prompting questions about whether the “star owner” effect is fading.

According to a report cited by Sing Tao Headlines (via East Week), journalists observing the flagship store over several days found sluggish business even during peak hours, with staff at times outnumbering customers and shelves still full of unsold bread—far from the earlier frenzy where purchases were limited and items sold out immediately after baking. Tong herself was also spotted at the shop recently, but rather than working in uniform as before, she appeared in casual wear and was seen walking around with a business partner, checking details inside and outside the store, seemingly searching for ways to address the downturn.

Some netizens pointed to pricing as a key issue, noting that the shop’s toast costs over HK$50 and calling it “unreasonably expensive,” arguing the price does not match perceived quality and may be driving customers away. The report described Tong looking visibly troubled throughout the visit; the once-common fan photo requests were absent, and she reportedly left early carrying a bag of leftover bread.

An insider quoted by East Week claimed the business is currently under significant pressure: daily revenue is said to be only in the four-digit range, while monthly expenses—including nearly HK$80,000 in rent plus wages and other costs—total around HK$160,000, leaving the shop operating at a loss and requiring Tong to cover shortfalls out of pocket. That said, the shop’s exceptionally strong first six months reportedly allowed it to recoup costs early, preventing deeper losses. In response, Tong and her team are said to be developing new flavors and reworking marketing strategies, while she continues taking on commercials and seeking performance opportunities to help sustain the business.