Hong Kong stock "the first stock of Chinese noodle restaurant" makes a move again: meeting Xiao Mian (02408) opens its first overseas store in Singapore, aiming for a global scale of 500 stores.

On December 29, 2025, the Chinese restaurant chain brand "Yu Jian Xiao Mian" (02408) opened its 500th global store and first store in Singapore at the iconic shopping landmark, 313@Somerset on Orchard Road. The opening of this first overseas store marks a key step in the brand's global journey after successfully listing on the HKEX main board on December 5, 2025. It signifies the brand's official entry into the overseas market and its aim to promote Sichuan and Chongqing-style Chinese noodles on the world food stage, injecting new vitality into the international development of Chinese cuisine. The expansion of "Yu Jian Xiao Mian" in Singapore is accelerating, with preparations underway for a store in Tampines Mall and other locations to soon meet local consumers. Strategically anchoring at Orchard Road in Singapore: seizing the commercial high ground in the Lion City, establishing a core point for overseas expansion Singapore, with its diverse and inclusive market environment, mature consumer ecosystem, and strategic hub advantage for Southeast Asia, has become the strategic starting point for "Yu Jian Xiao Mian" to expand into overseas markets. By choosing Orchard Road, the "golden artery" of Singapore's commercial district, for its first store, the brand demonstrates precise judgment and a grand vision for entering the global market. Orchard Road, as Singapore's most influential upscale business district, not only serves as a "city commercial showcase" for global brands and high-end formats but also attracts millions of global tourists and local high-net-worth individuals annually with 74% of the Chinese population providing a natural customer base keen on Chinese flavors, while a diverse international community offers an excellent opportunity for the brand's global market validation. Data shows that by the end of 2024, about 60 Chinese restaurant brands had opened over 6,100 stores in Southeast Asia, more than triple the number in 2022, with Singapore being one of the most concentrated markets for brand entries. By launching its first overseas store in Singapore, anchored at Orchard Road, "Yu Jian Xiao Mian" aims to do more than just establish a single store; it seeks to use the Lion City as a springboard to create a "localized success model," quickly accumulate international operational experience, and build a systematic capacity covering the entire supply chain, operation management, and brand marketing. By deepening local operational experience, it aims to build a replicable core point for expanding into Southeast Asia and the world, laying a solid foundation for its grand vision of "Chinese noodles, meeting the world." In terms of business prospects, leveraging the customer flow benefits of Orchard Road and the demand gap in the Singapore market for quality Chinese cuisine, combined with the maturity of its product system, the first store is expected to quickly achieve a dual breakthrough in customer flow and revenue, becoming a representative store for Chinese cuisine in the region and setting a benchmark for the brand's overseas expansion, instilling confidence. Systematic international breakthrough: using Singapore as a testing ground to lead the globalization paradigm of Chinese cuisine Like all Chinese dining brands going global, "Yu Jian Xiao Mian" is at a critical juncture where opportunities and challenges coexist. On one hand, the global foodservice market is continuously growing with vast prospects. Research firm Frost & Sullivan predicts that the international foodservice market will reach $3.8 trillion by 2026, with the share of Chinese cuisine increasing annually. On the other hand, in mature markets like Singapore, going overseas will face acute challenges in supply chain and localization, including high labor costs, stringent regulations, and diverse and discerning customer bases. The coexistence of vast prospects and grim realities indicates that Chinese dining going global has moved beyond a primitive era of quantity rivalry to an era of comprehensive systematic capability competition. To address this challenge, "Yu Jian Xiao Mian" has deployed its self-developed comprehensive digital empowerment system to overseas stores. This system deeply covers core modules from front-end digital ordering, payment processing, smart kitchen scheduling, dynamic workforce scheduling, to accurate business forecasting. It not only modularizes and outputs mature operational experiences from China but crucially offers visual management of overseas store operation data and smart fund allocation, aligning overseas store operational efficiency with domestic standards. Additionally, overseas brands still face issues in the supply chain such as high cross-border logistics costs, long cycles, and difficulty sourcing local high-quality ingredients. To tackle this, "Yu Jian Xiao Mian" partners deeply with large-scale supply chain partners, a model that is cost-effective, scalable, and supports its expansion in both the domestic market and overseas market. From the traditional "store expansion" model of Chinese dining enterprises going global to the digitalized systematic capability-based expedition, the strategic practices of "Yu Jian Xiao Mian" not only pave the way for its global layout but also showcase the sustainable path for Chinese dining chain brands going global, providing important references for the globalization of Chinese cuisine development, promoting the upgrade from "product output" to "system output" in Chinese cuisine, with profound industry implications. More than just brand globalization: rooting Chinese culinary culture on world tables When "Yu Jian Xiao Mian" enters international markets with "MALA" as its soul, it precisely grasps two major culinary trends: "noodles" as a universally accepted staple food language, naturally lowering the category's cognitive threshold, while "spicy flavor" is becoming a common preference among global diners, with the unique Sichuan and Chongqing "numbing spicy and flavorful" adding a complex layers of "savory" beyond just heat, bringing new memorable experiences for consumers seeking fresh experiences. Building on the global understanding of "noodles + spicy flavor," "Yu Jian Xiao Mian" further differentiates itself through localization integration and optimized consumer experiences, establishing a unique brand differentiation advantage. While preserving the essence of Sichuan and Chongqing flavors in its dishes, it also flexibly incorporates local market preferences, introducing products that cater to Singaporean tastes such as beverages combining local coffee culture, traditional snacks like muah chee, Southeast Asian-flavored fish cakes, shrimp wonton series, and crispy dumplings, effectively enhancing local affinity. Furthermore, "Yu Jian Xiao Mian" adheres to a transparent consumer concept, with menu prices inclusive of tax, providing a dining experience with no hidden fees during checkout, continually improving customer dining experience and trust. Facing diverse dining needs, diners are encouraged to customize their dishes by adjusting condiments like cilantro and chopped green onions, as well as seamlessly transitioning from "mildly spicy" to "authentic Sichuan and Chongqing" in terms of spiciness options. Through this combination of "global flavors + local integration + experience-friendly" strategies, this bowl of Chongqing noodles is showing the potential to grow into an important category of global cuisine. During the opening ceremony, the founder and CEO of "Yu Jian Xiao Mian," Song Qi, said, "The global 500th store is a whole new starting point. Choosing Singapore allows us to take the complete modern restaurant management system that has been successful in China and introduce it to the world. We firmly believe that China's culinary culture and operating models have the ability to gain an advantage in the international market." As the fragrance of Chongqing-style noodles with Sichuan and Chongqing spiciness wafts through Singapore, it not only marks a key step in "Yu Jian Xiao Mian's" global journey but also a successful practice of systematized overseas expansion in Chinese cuisine, as well as a vibrant testament to Chinese culinary culture making its mark on world tables. "Yu Jian Xiao Mian" was officially listed on the HKEX main board on December 5, 2025 (stock code: 02408.HK). Leveraging the capital boost and brand credibility from the listing, the company is accelerating its global layout. In the future, as the expansion deepens, "Yu Jian Xiao Mian" is expected to make Chongqing noodles a mainstream category in global noodles, allowing Chinese culinary culture to truly take root on world tables and realize the grand vision of "Chinese noodles, meeting the world."