Chinese flavors conquer Paris! Yang Guofu Malatang expands its wings in the European market.

In the wave of global culinary culture integration, Yang Guofu Malatang is steadily advancing into the European market with its unique brand charm and strong market appeal. Recently, this well-known malatang brand successfully opened two new stores in Paris, France—Chinatown Store and Galeries Lafayette Store—marking another important step in Yang Guofu's European expansion.

           Yang Guofu's chairman emotionally elaborated on the brand's new upgrade philosophy during the event. He reviewed the glorious 21-year journey since the first store opened in Harbin in 2003 and emphasized that, at this new historical starting point, the brand will take "culture as wings" as its core. Through comprehensive upgrades in six dimensions—culinary culture, dietary balance, IP innovation, product iteration, store revitalization, and global expansion—Yang Guofu aims to provide consumers with a healthier, more delicious, and culturally rich dining experience. This upgrade incorporates more modern elements while preserving traditional essence. The herbal bone broth is meticulously brewed with over 20 spices, inheriting the essence of Chinese cuisine while meeting modern consumers' pursuit of healthy eating. The new logo and IP image, "Phoenix Fuwa," cleverly blend ancient totems with modern aesthetics, showcasing the brand's profound cultural heritage and vitality. Meanwhile, the upcoming spicy new broth ensures authentic flavor while considering consumers' digestive health.

In terms of store upgrades, Yang Guofu Malatang has successfully launched over 200 new-concept stores in more than 100 cities across China. The brand will continue to optimize and upgrade, creating more comfortable and culturally rich dining environments for consumers. Additionally, Yang Guofu's globalization strategy has achieved remarkable results, with nearly 200 stores now open in over 20 countries, allowing overseas diners to enjoy authentic Chinese flavors. At the end of the event, Yang Guofu's chairman and Li Xueqin jointly activated the launch device, officially announcing the brand's upgrade. This upgrade not only showcases Yang Guofu's tribute to and inheritance of traditional culinary culture but also highlights its determination and actions in responding to modern consumers' demand for healthy eating. In the future, Yang Guofu Malatang will continue to uphold the philosophy of "inheriting Eastern dietary wisdom," helping more people fall in love with this healthy Chinese fast food.