Lanzhou noodle brand Ma Ji Yong picks HK as springboard to go global 

Invest Hong Kong (InvestHK) has welcomed the mainland Lanzhou beef noodle brand, Ma Ji Yong, for choosing Hong Kong as the first stop in its global expansion.

The brand opened its first store outside the mainland at Tuen Mun Town Plaza on Wednesday (Oct 22), marking a milestone in its global journey.

"As a bridge connecting the Chinese Mainland and the international market, Hong Kong is the best springboard for Mainland enterprises to 'go global'," said Arnold Lau Chi-yuen, Associate Director-General of Investment Promotion at InvestHK.

The company noted that Hong Kong's diverse food culture, sophisticated consumers, and status as an international financial center provide an excellent platform for Ma Ji Yong to build its brand image and enter overseas markets.

Management believes that Hong Kong also offers robust intellectual property protection and a business-friendly environment.

"We will leverage its diverse consumer base to widely promote Lanzhou beef noodles to the world, creating a fusion and innovation of its flavors with various regional cuisines for our customers," the company stated.

Additionally, the brand will introduce digital ordering systems and membership platforms tailored to international customers to support its further overseas expansion.

Established in 2019, Ma Ji Yong is a modern Chinese noodle chain brand under Shanghai Huaqiao Catering Management that inherits the tradition of Lanzhou beef noodles.

With over 360 directly operated stores in the mainland, it is the largest Lanzhou beef noodle brand in the country.