Reference News Network, December 3 report. According to the website of the U.S. "New York Times" on December 1, despite the unprecedentedly tense U.S.-China economic relationship in recent years, this has not prevented some Chinese catering chain brands from making a big push into the U.S. market for the first time.

The report said that Chinese tea shops in New York and Los Angeles offer milk foam or cheese top drinks. In California, Chinese fried chicken burger stores are trying to attract customers with affordable prices. These Chinese catering brands are taking root in American cities.

Xiachuan, originating from Jiangmen, a southern Chinese city, has opened more than 30 stores across the United States since 2023, including a flagship store at the Times Square in New York. Two other tea competitors, Bawang Cha Ji and奈雪的茶 (Nai Xi de Cha), also entered the U.S. market this year. Luckin Coffee, one of China's largest Western fast food chains with three times as many stores as Starbucks in China, has already opened several branches in Manhattan.

One of China's largest Western fast food chains, Hualaishi, which has about 20,000 stores, opened its first store in Walnut, California. After entering the U.S. market over a decade ago, Hotpot Chain Haodada is now accelerating its expansion there.

The report said that in recent years, many Chinese fast food brands have gone global, especially in Asia. However, according to Qing Yong, founder of Tomato Capital, an investment company in the catering industry, the U.S. market is particularly attractive because it is "the only market that is equally mature and large-scale as China's."

The report pointed out that entering the U.S. market is not without challenges. Due to China being viewed as an economic competitor, even an adversary by the U.S., Chinese brands must be cautious about geopolitical issues.

Recently, on a sunny afternoon, a long line formed outside the Xiachuan store at the New York Times Square, where customers were preparing to purchase carefully crafted specialty drinks, such as the signature fresh fruit tea with cheese milk foam.

"It's super busy here," said Farida Abdulaziz, a 20-year-old customer who had been waiting for nearly half an hour.

The report said that entering the U.S. market is not always smooth sailing. The hot pot chain brand Haodada, which has a passionate fan base in China, faced difficulties when it first entered the U.S. market in 2013.

At that time, Haodada did not provide English menus, and its pricing exceeded customer expectations. Its signature extreme service was seen as intrusive. To address this, Haodada added English guidance to help customers understand the hot pot dining method. It also adjusted the spiciness levels of some broths and expanded its selection of beef options.

The report said that Chinese brands also need to balance the degree of localization. When Hualaishi opened its first store in the U.S. last year, it significantly simplified the menu, focusing mainly on fried chicken burgers.

Liqi Chen (音), President of Hualaishi in the U.S., said that the classic chicken leg burger in the Chinese version includes lettuce and egg sauce, while the U.S. version removes the lettuce, adds pickles, which Chinese customers "don't really eat," and makes the overall flavor saltier.

He is optimistic about the prospects in this new market. "U.S. fast food is too expensive," he said. At his California store, three chicken leg burgers cost just $10.

Lu Yihua, Chief Business Officer of Bawang Cha Ji in North America, which is listed on the Nasdaq, said that there are currently more than ten stores under "preparation," and the company plans to expand beyond California. Bawang Cha Ji opened its first store in Los Angeles in April.

Qing Yong said that despite the tense geopolitics, the U.S. still welcomes Chinese catering brands.

Original: toutiao.com/article/7579525681722229290/

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