Fundamental shift
The global Chinese dining market grew from $227.5 billion in 2020 to $359.4 billion in 2024 and is projected to reach $577.7 billion by 2030, according to iiMedia Research.
Fan Guoyin, secretary-general of the Chinese Cuisine Going Global Research Institute, believes the latest wave of Chinese restaurant brands expanding overseas marks a fundamental shift from earlier generations of immigrant-run Chinese restaurants.
"In the past, overseas Chinese restaurants were largely established by immigrants seeking a livelihood, operating as stand-alone businesses relying heavily on individual chefs. Today, brands are entering overseas markets with standardized operating procedures, mature supply chains and established management systems," said Fan.
The Mixue Group now operates over 4,500 stores overseas while hotpot chain Haidilao and Yangguofu Malatang have also developed distinct overseas identities. Yangguofu Malatang incorporates traditional Chinese art forms, such as lacquer fan painting, into its European locations. "The goal is no longer simply to open a restaurant overseas, but to build a long-term presence in an entire market," he said.
Overseas Chinese communities remain the foundation, Fan said, providing a loyal customer base rooted in connections to home. But the growing interest in Chinese culture has also drawn more international diners to seek out authentic flavors, with hotpot meals and tea drinks key entry points.
"The biggest challenge is not simply adapting flavors. It is navigating entirely different regulatory systems, supply chains and consumer habits across markets. Food safety requirements, import regulations and franchise rules vary significantly from country to country," said Fan.
He expects the global Chinese dining market to hit $449.9 billion by 2027. While hotpot and tea beverage chains will remain major growth drivers, he noted that regional Chinese cuisines may also gain wider recognition through greater standardization.
Not all brands will succeed, however, as those without strong compliance capabilities or genuine localization strategies will face increasing pressure, he cautioned.
