Richard Lim is the founder and CEO of Simply the Group, the company behind lifestyle brands including Simply Thai, Simply Life, Pin Chuan Sichuan Restaurant, the Party People Catering and The Village. Simply Thai and Simply Life are celebrating their 10th year in Shanghai.

When did you move to Shanghai and what prompted the move?

I moved to Shanghai in 1997 to launch a new icecream brand in China. For an expat I have been lucky to always be involved with pioneering international brands in China.

What was your very first impression of the city?

Amazing! They speak English! (Meaning: they have more Chinese speaking English here than the Chinese I met in other cities). Shanghai made me believe that China is determined to ‘brand’ this city to the rest of the world to make it the window to showcase what China will become.

You used to work for Häagen-Dazs. Do you think that experience helped make you into the success that you are today?

Corporate training has equipped me with business fundamentals and taught me to deal with crisis and change management – very important when working, managing and running a business in China.

You also worked for Saatchi and Saatchi in Beijing. What did you learn about the Chinese consumer from that experience?

Having worked in three major cities in China, I’ve learnt that these regions have to be treated like three ‘countries’ within China. I personally feel that it would be wrong to assume or treat all Chinese consumers the same.

How did Simply the Group come about?

Together with my friend who also lived in Shanghai, we started the group in 1999 back when, as an expat, I felt the city was lacking in many choices in lifestyle and F&B to cater to expat preferences. Hence deciding to launch what was then a ‘not so serious’ venture, just to satisfy my cravings for Thai food.

There has been a lot of press lately about Chinese people making the most of Ikea’s display rooms. Have you ever had people come into Simply Life to use the orange juicer or take photos among the whisks?

We constantly get customers who come into the stores to take photos. Initially we did not allow them to take pictures due to copyright concerns but after some time, we reconsidered. It’s great that people think highly enough of our products and our store to want to take photos.

Which products from Simply Life have proven to be most popular?

An all-time favourite is our range of hand-painted fine bone china. Each piece takes six to eight weeks to complete. We have always carried a unique blend of household products with an Asian twist and our glassware with Chinese motifs are also Simply Life signature pieces. Our range of fabric products is also always popular.

What has made Simply the Group so successful?

Consistency! Not only to be good – but consistently good.

A Shanghainese man once told me Thai food has too many flavours – salty, sweet, sour, spicy. Have you encountered that opinion?

Why would I want to change these flavours that flow from a unique culture, untouched and uninfluenced by outsiders? It is a culture so rich and magical that these flavours are a result of who they are, where they live, how they live and how they eat.

What do you enjoy most about your job?

It’s not a job; it’s my passion and my life. If I have to find one aspect I like – it’s the focus. I don’t have to think about other things except everything that can make Simply the Group bigger, better and brighter!

What is your favourite food in Shanghai?

Haha, Billy Brothers. A quaint little Cantonese place on Panyu Lu near Huaihai Lu. The owner always makes my favourite claypot rice – not on the menu.

What are your plans for the future?

Well, the future is certainly to look beyond Shanghai, but in the meantime, focus on research and development to bring more innovative and modern and authentic Thai food and lifestyle choices for us living here.