Yang Guofu Malatang expands overseas with impressive store performance

According to data from Frost & Sullivan, the total revenue of overseas Chinese catering in 2021 was $261.1 billion, accounting for only 9.9% of the international catering market. By 2026, five years later, the market size of overseas Chinese catering is expected to double, reaching $409.8 billion. Therefore, it is not surprising that many Chinese food brands have chosen to expand into overseas markets around 2024, including the leading Chinese fast-food brand—Yang Guofu Malatang.

In Europe, Yang Guofu Malatang has already prepared stores in eight countries: the UK, Germany, France, Spain, the Netherlands, Austria, Hungary, and Belgium. In Germany alone, Yang Guofu Malatang has opened five stores, with good operating conditions and an average monthly sales volume of €150,000–€170,000. Surprisingly, the contributors to this average monthly sales volume are not just overseas Chinese; Germans also account for a significant proportion. After all, people's enthusiasm for "trying new cuisines" knows no borders. Germans also love to "check in" at new dining spots, and the Chinese-style design and 全新的餐饮模式 naturally attract a lot of attention. Additionally, Yang Guofu Malatang has chosen to collaborate with YGF Vermögensverwaltung GmbH, a local 代理公司 in Germany, actively capturing the dining 消费习惯 of the target demographic. Through localization efforts in 食材， service，餐种介绍，店长带店引流， and 全域媒体内容打造， Yang Guofu Malatang has successfully attracted local consumers.

Even before Yang Guofu Malatang ventured overseas, many hotpot brands had already swept through Southeast Asia to 欧美市场， to some extent validating the feasibility of 海外市场. As another "one-pot 煮万物" model, the malatang category 同样兼具口味灵活性，高标准化， and 极强的复制力， which has given Yang Guofu Malatang more 信心和决心 to 冲击海外. Currently, although the overseas stores opened by Yang Guofu Malatang have achieved good results, the malatang category still has significant 想象空间 overseas. Foreigners may find it 新奇 but don’t quite understand what it is. Therefore, in the future, Yang Guofu Malatang will focus more on 品牌化和文化属性， allowing foreign consumers to understand why they are paying, not just for the taste and environment.