ParknShop Brand Guidelines: Hong Kong’s Stanley Supermarket Inside A.S. Watson

Two seaside supermarkets and a new name.

ParknShop began on the south side of Hong Kong Island, in the seaside town of Stanley. Chinese Wikipedia says that in 1973 two supermarkets there, Yu Kwong and Wo Ping, were merged and renamed as the first ParknShop, and English Wikipedia also dates the first store to Stanley in 1973. The trade publication Marketing-Interactive, reporting in May 2026, gave the founding year as 1972, so sources differ by a year.

The name is written in two ways. In English the chain styles itself PARKnSHOP, with a small “n” between two capitalised words, and in Chinese it trades as 百佳, pronounced Baak Gaai in Cantonese, English Wikipedia says. It belongs to the A.S. Watson Group, a subsidiary of the Hong Kong group CK Hutchison Holdings, English Wikipedia says.

For about a decade the chain stayed a local retailer, then began to look outward in the mid-1980s, English Wikipedia says. In 1984 it opened its first store in mainland China, at Shekou in Shenzhen. Chinese Wikipedia records a move into Macau in 1996, with a first branch at Areia Preta on the Macau peninsula and a larger store later in Taipa, and a push into Taiwan in the 1990s that reached close to forty stores before ParknShop closed its directly run stores there and folded the business into Watsons.

Its own labels date from the mid-1990s. Chinese Wikipedia says ParknShop created two house brands for everyday goods in 1995, a value line called 超值牌 and the SELECT range, known in Chinese as 佳之選.

Superstores, megastores and a ladder of banners.

The format grew larger in the 1990s. In 1996 ParknShop opened its first superstore at Whampoa Garden in Kowloon, a store of about 4,200 square metres, according to English Wikipedia. Chinese Wikipedia adds that it mixed the Western supermarket with the traditional wet market, selling fresh vegetables, live seafood and Cantonese roast meats under one roof, and that by 1998 there were 28 superstores across the territory. In 2002 the first ParknShop megastore opened at Metro City in Tseung Kwan O, at about 6,700 square metres, with household goods, music and electrical products brought in from sister companies.

From 2000 the group added separate banners for different budgets. Chinese Wikipedia lists a great food hall at Pacific Place in December 2000; Taste, launched in November 2004 when the Festival Walk store in Kowloon Tong was renamed; Gourmet at Lee Gardens in Causeway Bay in 2005; International by PARKnSHOP, first in Happy Valley in December 2006; and fusion by PARKnSHOP, first at Discovery Bay in October 2008. English Wikipedia says the higher-priced stores were billed as “lifestyle” food stores with many imported goods. Chinese Wikipedia adds a Food le parc store in Quarry Bay in 2017 and a FOOD PARC banner, first at Hopewell Centre, in April 2025.

A loyalty scheme tied the banners together. In January 2007 ParknShop, Taste, Gourmet and great launched the MoneyBack membership programme across more than 220 stores, Chinese Wikipedia says; Marketing-Interactive still named MoneyBack rewards as part of ParknShop’s promotions in August 2026.

Ownership has been tested twice. English and Chinese Wikipedia say Hutchison invited bids for the chain in 2013 during a strategic review, then announced in October 2013 that it would keep it.

Signs, own labels and store formats.

Supermarket and convenience chains across East and South-East Asia present themselves through a few fixed things: the name on the sign, the colours of the fascia and the carrier bag, the layout of the shop floor and the names of their own-label ranges. In Japan, Kobe Bussan’s Gyomu Super has built a recognisable store out of logistics, stacking fast-selling goods in the cardboard boxes they arrive in, a practice Japanese Wikipedia calls “hakochin”.

Names and signs do not always travel unchanged. FRIDAY DIGITAL reported in December 2024 that Gyomu Super stores are called “Gyomu Super” in Hong Kong but “GYOMU Japan” in Vietnam and Malaysia, where Japanese text cannot be shown on the sign. Chains in Korea, Indonesia, Thailand, Hong Kong, Malaysia and Singapore make similar choices about script, language and lettering, and this guide describes them as each company or a dated source shows them.

Ownership is often layered. Some chains are run directly by a listed retail group; others are franchised, licensed to local partners or held inside a larger conglomerate with interests far beyond food. Gyomu Super, for example, is almost entirely a franchise network: Japanese Wikipedia says that only three of its 1,007 stores were company-run at the end of October 2022. Where a chain has changed hands, this guide gives the buyer and the date from a dated source, and describes any deal not completed as pending.

Store counts, formats and own-label ranges are given in the companies’ own terms and with their dates, because networks change quickly. Founders, owners and retail groups are named as the companies’ corporate pages and the press record them. Colours and typefaces are treated as an unofficial interpretation unless a source documents them, and no sign, logo or package is reproduced.

A simpler sign, two mascots and a new SELECT pack.

In mainland China the chain changed shape in 2018. Chinese Wikipedia says that on 24 October 2018 ParknShop’s China business signed an agreement with the mainland retailer Yonghui and the technology group Tencent to form a joint venture in which ParknShop China held a minority stake, with its Guangdong stores trading under the combined name 百佳永輝.

At home the brand has been simplified. From 2024, Chinese Wikipedia says, ParknShop began refitting stores with signs that read simply 百佳, dropping the Chinese words for “supermarket” and “superstore,” and turned a number of fusion, Taste and International branches back into plain ParknShop stores. Online shopping moved under the PNS name: Chinese Wikipedia says the chain opened the first phase of an online-order logistics centre in January 2023 and renamed its web shop at the same time, and Marketing-Interactive referred to the PNS eShop in August 2026.

Characters joined the identity in 2024. Marketing-Interactive reported in April 2024 that ParknShop had introduced two mascots, known in Chinese as 佳蛋仔 and 百便星, the second called EASY in English, with a new bilingual tagline and a short animated film voiced by the Hong Kong DJ Jan Lamb, aimed at younger shoppers.

Own-label packaging followed. In August 2026 Marketing-Interactive reported that ParknShop had repositioned SELECT with new packs in a clean, bright design and a smiley-face element worked into the logo, across a range of more than 600 products that the company says are sourced directly from nearly 30 countries.

As of May 2026, ParknShop ran about 240 stores across Hong Kong and Macau, Marketing-Interactive reported, and the trade title described it and Wellcome as the two main chains in the local supermarket market.

For a design guide, ParknShop shows how one supermarket name can carry a bilingual wordmark, a ladder of sub-banners and a run of house brands, and then pull many of them back under a single sign. Compare Cold Storage, another long-running Asian supermarket name, and AEON. For this guide we use blue, white and a red with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep ParknShop’s identity on hand — save it to a board in the Made Good inspiration library.