颁奖盛典次日，杨国福集团创始人杨国福受邀参加"中餐出海"年度论坛对话，与多位行业嘉宾共同探讨 中国餐饮品牌走向世界的全球化布局。会上，杨国福表示，自2017年在加拿大开出了海外首家门店至 今，杨国福麻辣烫已遍布全球26个国家，海外门店数近200家，海外门店里本地用餐顾客占比达七成以 上。 历经22年发展，杨国福麻辣烫已成为家喻户晓的中式快餐领导品牌。截至目前，杨国福麻辣烫已在全球 拥有近7000家门店。 展望未来，杨国福集团将秉持着"持续健康、共赢共享、感恩担当"的核心价值观，与合作伙伴共创价 值，为全球消费者提供健康安心的餐饮体验。 本报讯 （记者梁傲男）12月9日，第11届中国餐饮创新大会"2025中国餐饮创新TOP颁奖盛典"召开。杨 国福集团创始人杨国福荣获"2025中国餐饮创新年度先锋人物"奖项。杨国福麻辣烫品牌荣获2025中国餐 饮创新头部品牌榜"快餐品类TOP10"和"中餐出海标杆TOP10"两大重磅奖项。 榜单由餐饮老板内参发起，作为餐饮界重要的创新风向标和品牌实力背书，是餐饮行业最具含金量的评 价体系之一。榜单通过严谨投票、评选，每年甄选出创新标杆，引领行业趋势变化。杨国福麻辣烫的获 奖，是对 ...

行程中，考察团首先参与了"鱼众不同·马中文化与美食节"及同期举办的马来西亚中国餐饮国际论坛。 马中餐饮业协会总会长高浩云指出，马来西亚不仅提供最高5年70%的企业所得税减免，更因文化相 近、口味兼容，成为中餐落地的理想田园。 近年来，马来西亚中餐消费火热，尤其以酸菜鱼品类为代表的中式快餐热度显著攀升。据权威咨询机构 Mordor Intelligence预测，到2029年，马来西亚餐饮服务市场规模将达239.5亿美元，2024—2029年复合 增长率高达12.81%。更关键的是，当地中餐市场高度分散，连锁化率低，为具备成熟模型的中式连锁 品牌提供了巨大整合空间。 前不久，国家"十五五"规划建议明确提出"促进贸易投资一体化，引导产业链供应链合理有序跨境布 局"。政策信号清晰指出：出海不是盲目扩张，而是有体系、有协同、有本地根基的高质量"投资"。 中餐出海正从品牌的"单打独斗"迈向与加盟商"组队共赢"的新阶段。 市场热度与政策导向同步显现，吸引国内餐饮投资圈持续关注。2025年12月4日至7日，由鱼你在一起创 始人魏彤蓉带队，来自国内的十余位餐饮加盟商、资深投资人组成的考察团，奔赴马来西亚开展为期四 天的实地调研 ...

Core Viewpoint - The article discusses the challenges faced by Tehai International, the overseas arm of Haidilao, in its international expansion and profitability, highlighting the difficulties of adapting Chinese cuisine to foreign markets and the impact of operational strategies on financial performance [1][3][10]. Group 1: Financial Performance - Tehai International experienced significant losses from 2019 to 2022, totaling over $2 billion, with annual losses of $0.33 billion, $0.53 billion, $1.5 billion, and $0.41 billion respectively [3][4]. - In 2023, the company managed to turn a profit, but by the first half of 2024, it reported a net loss of $0.46 million [3][4]. - The third quarter of 2025 saw revenues of $214 million, a 7.8% year-on-year increase, but operating profit decreased by 15.4% [6][7]. Group 2: Operational Strategies - The company adopted a "price for volume" strategy, leading to a 5.1% increase in restaurant revenue, contributing $201 million in the third quarter [8]. - Customer traffic increased by 9.5% in the third quarter, with an average customer spend of $24.6, down from $25.8 the previous year [8][9]. - Tehai International has shifted from aggressive expansion to a more cautious approach, opening only 10 new restaurants in 2025 while closing one in Singapore and adjusting another in Thailand [9][15]. Group 3: Localization Challenges - The company faces significant challenges in localizing its offerings for international markets, as the hot pot dining experience is unfamiliar to many consumers outside of China [10][13]. - Tehai International has begun to innovate by incorporating local flavors and dining styles, such as introducing sukiyaki in Japan and optimizing single dining experiences in Western markets [13][14]. Group 4: Supply Chain and Future Plans - The company is focusing on optimizing its supply chain to reduce costs, with a strategy that includes local sourcing of fresh ingredients and centralized processing of specialty items from China [14]. - Under the leadership of CEO Yang Lijuan, Tehai International has initiated the "Red Pomegranate Plan" to diversify its offerings beyond hot pot, exploring new restaurant concepts like barbecue and fast food [15].

Core Insights - Chinese brand "Fish You Together" is successfully penetrating the Thai dining market through chain scale advantages and precise localization strategies [1][5] - The brand's second store in Bangkok has opened with significant customer turnout, indicating strong local acceptance [1][5] Store Performance - The first store achieved remarkable sales, with a single-day revenue of 192,000 Thai Baht (over 42,000 RMB) on opening day, and an impressive table turnover rate of 11.59 times [2] - Over five months, the first store maintained an average daily turnover rate of 8.5 times, peaking at over 10 times on weekends [2] - Approximately 80% of customers at both stores are local Thai residents, with a repurchase rate exceeding 50% [2] Localization Strategy - The brand has developed a mature localization innovation system, balancing familiar and surprising elements in its menu [3] - New dishes like Thai-style Tom Yum fish and coconut curry fish have been introduced while maintaining high-quality signature products [3] - The stores feature a modern design that incorporates Eastern cultural elements, creating a dining atmosphere that challenges the stereotype of fast food being low quality [3] Market Potential - The Thai restaurant market is projected to grow by 14% by 2025, with registered capital increasing by 49% over two years [2] - Southeast Asia is identified as a key area for Chinese cuisine brands, with a restaurant density of only 15 per 10,000 people, indicating significant room for consumer upgrade [4] Expansion Plans - The brand is expanding its presence in Thailand while also signing contracts for 80 stores in Malaysia, with 13 already opened and plans for six more in December [4] - The recovery of Thai tourism and policies like permanent visa exemptions between China and Thailand are seen as favorable for the brand's expansion [4] Competitive Landscape - The founder emphasizes that the Chinese restaurant industry's international expansion has entered a phase of systematic competition, requiring strong supply chain, organization, branding, and digital capabilities [4] - The future of global dining competition will focus on brands that successfully integrate products and resonate with local consumers [5]

Core Insights - The article discusses the surprising success of Chinese hot pot chain Yang Guofu in international markets, particularly in Europe and Japan, where it is perceived as a premium dining option compared to Western fast food chains like McDonald's and KFC [5][9][11]. Group 1: Market Positioning - Yang Guofu's average customer spending in Germany is reported to be 2.5 times that of McDonald's, with a price of 2.89 euros per 100g, translating to approximately 23.70 RMB [7][9]. - In Japan, Yang Guofu's pricing strategy is also competitive, with a price of 400 yen per 100g, leading to an average meal cost of around 140 RMB, while local McDonald's meals range from 30 to 40 RMB [11][13]. - The brand has expanded to over 200 locations across 25 countries, maintaining a pricing strategy that positions it above Western fast food chains [11][27]. Group 2: Consumer Behavior - Yang Guofu has become a sensation in Japan, often requiring customers to wait 1 to 2 hours for a table, indicating strong demand and popularity [15][21]. - The unique flavor profile of Yang Guofu's offerings, which includes a variety of ingredients and spicy flavors, resonates well with local consumers, leading to a perception of high value [21][24]. - European consumers have adapted their dining experience, often enjoying hot pot in a more leisurely manner, contrasting with the fast-paced consumption typical in China [32][50]. Group 3: Competitive Landscape - Yang Guofu faces competition from another hot pot chain, Zhang Liang, which has also expanded internationally, with similar pricing strategies [34][35]. - The rivalry between Yang Guofu and Zhang Liang is evident on social media, where consumers express preferences for each brand's unique offerings [37][39]. - Both brands have successfully maintained their supply chains, offering familiar Chinese beverages alongside their food, enhancing the authenticity of the dining experience [39][41]. Group 4: Industry Trends - The article highlights a shift in the international perception of Chinese cuisine, with hot pot and similar concepts gaining traction as appealing dining options, contrasting with traditional Chinese restaurants that have struggled abroad [59][65]. - The success of these chains suggests that simplified, standardized food offerings can thrive in foreign markets, as they cater to local tastes without the complexities of traditional Chinese cooking [51][66]. - The trend indicates a growing acceptance of modified Chinese cuisine that prioritizes flavor and experience over authenticity, allowing for broader market appeal [65][67].

Core Viewpoint - The report highlights the evolution of the Chinese restaurant industry over the past decade, emphasizing the shift towards chain operations and capital investment, while also outlining future trends and opportunities for growth in the sector [4][6][9]. Industry Overview - The chain rate of the Chinese restaurant industry has reached 23%, with revenue approximately 6.4 trillion RMB and nearly 9 million stores [4][6]. - The past decade has been characterized as the "chain era," marked by significant capital investment and the emergence of influential associations like the China Chain Store & Franchise Association [4][6][8]. Future Trends - The report anticipates that the chain rate will rise to 25% in 2025 and potentially reach 28% by 2026 [14]. - Key trends identified for the next decade include the evolution of chains, the globalization of Chinese cuisine, and a focus on cost reduction while maintaining quality [10][12][14]. Restaurant Categories Hot Pot - The number of hot pot restaurants in China is approximately 528,298, with a net increase of 62,000 stores [17][18]. - Haidilao has initiated the "Pomegranate Plan," which aims to empower new brands using its supply chain and operational capabilities, resulting in significant revenue growth [18][19]. Barbecue - The barbecue segment has around 413,682 operating stores, with a net increase of 16,029 [33]. - Brands like "Very Long Ago" and "Guan's Chicken Wings" exemplify different operational philosophies, focusing on quality and customer relationships [36][39]. Regional Cuisines - Hunan cuisine is experiencing a transformation into a national favorite, with brands like "Fei Chef" emphasizing fresh ingredients and healthy cooking methods [70][76]. - Sichuan cuisine faces challenges in scaling due to reliance on franchising and a lack of standardized operations, which hinders brand strength [79][84]. Cantonese Cuisine - Cantonese cuisine is expanding both nationally and globally, with brands like "Dian Dou De" successfully adapting their offerings to attract a broader audience [93][94]. - The focus on fresh supply chains and innovative dining experiences is driving growth in this segment [95][96]. Jiangsu-Zhejiang Cuisine - Jiangsu-Zhejiang cuisine, known for its delicacy and refinement, has around 110,463 operating stores, with a focus on cultural experiences and high-quality ingredients [104][106]. - The global appeal of dishes like soup dumplings is highlighted as a key opportunity for international expansion [108].

Core Insights - The founder of the fast-casual brand "Fish You Together," Wei Tongrong, announced significant expansion plans in Southeast Asia, with 80 signed locations in Malaysia, 13 of which are already operational, and six more set to open in December [1][3]. Group 1: Company Expansion - "Fish You Together" has rapidly expanded in Southeast Asia, marking a shift from initial testing to a more aggressive regional strategy, with recent openings in Malaysia and Thailand [3][4]. - The brand has established over 2,500 operational stores globally, making it the leading brand in the number of sauerkraut fish outlets [4]. Group 2: Localization Strategy - The brand has achieved substantial localization progress, with local consumer proportions reaching 80% in Thailand, 55% in Malaysia, and 30% in Singapore [4]. - In Malaysia, the menu has been adapted to include local flavors, with 30% of the offerings being localized dishes such as Thai Tom Yum Fish and Coconut Curry Fish [4][5]. Group 3: Market Insights - Market research indicates that Malaysian families prefer shared dining experiences, prompting the brand to optimize portion sizes and introduce family meal packages [5]. - The brand's dual expansion strategy includes targeting young consumers in shopping malls while catering to family customers in street-side locations [5]. Group 4: Marketing and Future Outlook - The brand's marketing efforts include collaborations with local celebrities to enhance visibility and engagement, exemplified by the successful opening of its first store in Thailand [6]. - Wei Tongrong emphasized that the overseas expansion represents a "second growth curve" for the brand, highlighting the need for a robust execution strategy in this new market [6].

Core Points - The 34th China Chef Festival and the 2025 China Culinary and Catering Expo was successfully held in Suzhou, highlighting the global perspective of Chinese cuisine and its cultural significance [1] - The documentary "Chopsticks on the Planet" will be launched by the Central Radio and Television Station, aiming to enhance the international discourse of Chinese cuisine and promote its global development [1] - As of September 2024, there are 700,000 Chinese dining establishments in 180 countries, with a market size nearing 3 trillion yuan, indicating a significant expansion of Chinese cuisine internationally [1] - The documentary aims to tell the stories of Chinese cuisine's global journey, showcasing the integration of Chinese food into various cultures and its role in cultural exchange [2] Industry Insights - The Chinese culinary industry is positioned at the intersection of cultural dissemination and economic trade, serving as a new link for mutual benefit between China and the world [2] - The documentary "Chopsticks on the Planet" has collected 186 stories related to the globalization of Chinese cuisine, reflecting its historical and contemporary significance [2] - The mission of the documentary is to convey the confidence and warmth of Chinese culture through the stories of Chinese cuisine's international expansion [2]

Core Insights - The 34th China Chef Festival and 2025 China Culinary and Catering Expo successfully concluded in Suzhou, attracting over 100,000 visitors in the first two days and featuring over 700 exhibitors and 1,220 competitors from around the world [1] Group 1: Event Overview - The event transformed the Suzhou International Expo Center into a "food hub" with a 40,000 square meter exhibition area [1] - The festival aimed to promote Suzhou as a "World Food Capital" [1] Group 2: Culinary Experience - The festival offered free tasting and learning opportunities, showcasing a variety of regional cuisines from across China, including traditional dishes and local specialties [2] - Exhibitors provided unique food items, such as vacuum-packed snacks and local delicacies, which attracted large crowds [2][3] Group 3: Cultural Exchange and Innovation - The event highlighted the integration of traditional and innovative culinary practices, with demonstrations from renowned chefs showcasing local Suzhou dishes [4][5] - The use of technology in cooking was also featured, with a robot chef demonstrating the preparation of traditional Suzhou dishes [5] Group 4: International Collaboration - The festival served as a platform for international dialogue, hosting representatives from over 20 countries and regions to discuss the development of the culinary industry [6] - Forums on topics such as restaurant chain development and international market strategies were held concurrently, emphasizing the industry's growth and transformation [6] Group 5: Competitions and Recognition - The event included the World Culinary Championship, featuring 428 chefs from 9 countries and regions, showcasing the competitive spirit and culinary skills [7] - The integration of the 2025 "Su Flavor" culinary competition with the festival aimed to elevate local cuisine on a broader stage [7]

Group 1: Company Overview - The company, Tehai International, is the overseas listing platform for Haidilao Group, focusing on the international market with its first store opened in Singapore in 2012, leading the way for Chinese cuisine to expand globally [1] - In 2024, the company is projected to achieve revenue of $780 million, a year-on-year increase of 13.4%, and a net profit attributable to shareholders of $21.8 million [1] - By the end of 2024, the company plans to operate 122 stores, with a distribution of 73 in Southeast Asia, 19 in East Asia, 20 in North America, and 10 in other regions, maintaining a strong brand positioning and steady expansion [1] Group 2: Industry Insights - The overseas hot pot market is expected to reach a scale of $30 billion, supported by over 60 million overseas Chinese, while local consumers will also aid brand expansion [2] - The traditional Chinese dining industry abroad has low concentration, and hot pot, being a highly standardized Chinese cuisine, is likely to replicate the success of Westernized Chinese dining brands [2] - Tehai International is positioned as the largest Chinese dining brand, leveraging social media tools for further market penetration [2] Group 3: Growth Potential and Financial Projections - The company is expected to continue expanding its global store layout, with projections for the number of overseas stores to reach 129, 140, and 149 in 2025, 2026, and 2027 respectively [3] - Forecasted net profits for 2025-2027 are $49.45 million, $56.36 million, and $74.44 million, representing a compound annual growth rate of 50.6% [3] - The company is rated "Buy" based on its strong backing from Haidilao and the significant potential of the Chinese dining market abroad, with projected price-to-earnings ratios of 24, 21, and 16 for 2025-2027 [3]