Food retailers have been expanding rapidly in Asian countries, yet may face unexpected problems with consumer acceptance due to cultural differences. Collectivist culture and extended families imply it is likely there are more people in the shopping group, and the importance of face and status may lead to higher social risk in regards to buying private label (PL) brands. This study finds that social risk has a negative effect on satisfaction, while PL familiarity has a positive effect, and to a lesser degree perceived quality variation and price consciousness.