Metagroup chairman Roger Chan on 35 years in Asian F&B: ‘We’re importing from west to east’
Roger Chan has spent nearly two decades watching what Asia drinks. As chairman of Metagroup, he's built a business that imports everything from Italian coffee to Japanese whisky across Hong Kong, China, South Korea and Japan.
The company, which started as an Italian furniture importer in 1989, is marking 35 years with a celebration at Cloud 39 at The Henderson, during Hong Kong's World's 50 Best Bars week in October. It's been a great run, with Chan picking up a lifetime achievement award at the Drinks Business Asian Awards in 2023.
But Chan, who left consulting firm Deloitte in 2008 to take over what was then a loss-making family business, says the industry is shifting. Younger consumers are drinking less, health-conscious choices are rising and he's eyeing a reversal: bringing Asian brands to Western markets instead of the other way around. "Historically, we've imported from west to east, but I'm eager to shift that narrative," Chan tells Tatler.
Roger Chan (Photo: courtesy of Metagroup)
Hi Roger! You left a successful career at Deloitte to take over what started as an Italian furniture import business. What made you want to spend your life bringing the world's best drinks to Asia?Roger Chan: At that time, the business had already transitioned to focus primarily on coffee. My father-in-law, an exceptional Italian entrepreneur, and my mentor, was diagnosed with a severe brain tumor and asked me to take over the business. I was humbled by his trust, even though I was stepping into a loss-making venture. Looking back, it was a gift that allowed me to explore entrepreneurship. I soon realised the business was scalable, and I could build something meaninful and have fun at the same time. Our mantra, "do what you like, where you like, with whom you like," reflects my passion for lifestyle and F&B. The journey is the fun part. You have to enjoy it. Today, we proudly work with global brands, believing that while we love the products, it’s the people who truly bring the magic to the F&B ecosystem.
How much of that original Italian passion for craftsmanship and design still influences your approach to curating brands today?Chan: Angelo Pepe was a pioneer in introducing remarkable Italian brands to Asia, and we continue that legacy across various markets. The change is that we have expanded to brands from all over the world from France, US and Japan. While our love for craftsmanship remains, we’ve adapted to focus on strong commercial fundamentals and understanding beverage trends in Asia. My deepest commitment is to provide a platform and empower future entrepreneurs and partners, believing firmly in the value of people as the backbone of our industry. It’s a bit harsh to say we are brand agnostic, but I mean that not in a negative way, but in a way that we have a stronger emphasis on the people shaping our F&B industry. The brands are just tools.
See also: Crispy delights: 10 famous fried foods across Asia that aren’t fried rice
You seem to have a knack for predicting what Asia wants to drink next. What's your secret?Chan: With nearly 20 years in the industry, I consider myself a lifelong learner, drawing insights from primary market research and cultural observations. My travels across the world allow me to stay attuned to emerging trends, particularly the rise of Asian brands. I am very fortunate and don’t take it for granted. My approach combines two key elements: extensive travel, which enriches my understanding, and actively seeking feedback from industry professionals, like bartenders, who have firsthand insights into consumer reactions. This practical knowledge often surpasses what industry reports can provide. Most of the time is spent on the journey. What kind of journey is it if you’re not going to enjoy it?
You've successfully expanded across Hong Kong, China, Korea and now Japan. Each market has its own unique drinking culture —how do you make your offering relevant to local tastes?Chan: I smile when some self proclaims as an ‘Asia expert.’ I am a mere student and surround myself with talented teams and people. The crucial task of a leader is to create that team synergy. Its extremely hard when you have cross boarder operations. I believe that each strategy must be localised to accommodate market nuances. What works in Hong Kong may not resonate in Japan, and navigating the complexities of a vast market like China requires a tailored approach. We often say China is more like a continent with its scale and intricacies. Consumer preferences are constantly evolving, especially post-pandemic. We’ve seen shifts in social behaviours, from home drinking to health-conscious choices. Our strategy is to maintain best in class global consistency while adapting to local intricacies—essentially, "think global, act local." Ultimately, we see ourselves as stewards of these incredible brands, pushing for constant relevancy.
Roger Chan (Photo: courtesy of Metagroup)
How important is storytelling in selling a bottle of whisky or a can of beer?Chan: I have always disliked social media. When the pandemic changed our world it highlighted its importance. I wish we had been compounding a social media presence over the years. Hence the play on hindsight and 2020 vision—which was the year we established Hindsight Creative [Chan's marketing and communications agency]. We’ve witnessed the transformative power of digital platforms on consumer behaviour and trends. Storytelling is vital—it creates depth and fosters a connection with consumers, enhancing their overall experience. Our industry demands creativity and innovation, and our creative agency helps us localise global content effectively, ensuring it resonates with diverse audiences.
As you celebrate 35 years, what trends are you most excited about? Chan: We have seen the boom of tequilas with thousands of new brands emerging every day; the oversupply of world whiskies; the curiosity towards no and low alcoholic drinks, and a boom in Ready to Drink. Younger generations are drinking less and changing their social habits compared to my generation. Now more than ever, the quality of the product must stand out. At Metagroup, we’re committed to championing Asia’s relevance in the global drinks market. Historically, we’ve imported from west to east, but I’m eager to shift that narrative and start bringing east to west.
See also: Campari tailors a tribute to Asia’s top bartenders
If you could raise a glass with your younger self, what would you toast to, and what advice would you give yourself about the journey ahead?Chan: As a [young kid], I wouldn’t be raising a glass! However, if I could advise my younger entrepreneurial self, I would emphasise the importance of managing stress and not letting work pressures overshadow my well-being. As entrepreneurs, we often create our own stress, and this can affect our relationships and overall happiness. Embracing the journey with balance is essential for being your best self. I would remind myself there is no luck. It all starts with hard work and commitment. One needs sustainability and discipline. I believe strongly in sleep, exercise every day and finding a career where you can work seven days a week— so it becomes more like a passion or hobby. Now my next challenge and motivation is to build wealth for those around me.
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