Chinese mainland pizzeria chain Lacesar Pizzeria officially opened its first restaurant in Hong Kong on Friday, marking the brand’s first presence outside the mainland.

Named Cafe DE Lacesar, the new outlet located in Tsuen Wan will also serve as the regional headquarters for overseas growth of Lacesar Pizzeria, which is best known for its pioneering durian pizza.

Café DE Lacesar is designed as a family-friendly, casual dining experience. The brand plans to introduce its original intellectual property characters "Dutti" and "Lezzy" to create an engaging and interactive environment for families and children.

Arnold Lau, associate director-general of Investment Promotion at Invest Hong Kong, said that the pizzeria chain’s decision to begin its international journey in Hong Kong highlights the city's role as a strategic gateway between the mainland and global markets and reinforces the special administrative region’s position as Asia's food capital.

Anson Wang, head of overseas markets of Lacesar Pizzeria, said that the company chose Hong Kong as the launchpad for its global expansion because of its unique advantages.

"Its proximity to Shenzhen makes operations highly efficient, and the cultural, diet and linguistic familiarity between the two cities enables fast localization," he said.

“Hong Kong also offers access to talent with a global perspective, a transparent and low tax regime, and one of the world's leading financial ecosystems, all of which provide a strong foundation for us to expand into Southeast Asia and the Middle East,” added Wang.

Founded in 2010 by Shenzhen Lacesar Pizza Catering Management Co Ltd, Lacesar Pizzeria currently operates nearly 200 outlets across 33 cities in the mainland.

It was recognized as the "originator of durian pizza" by the international consultancy Frost & Sullivan.