Huang Qihe opens snack shop in Kyrgyzstan to bring Chinese flavors to Central Asia

For Huang Qihe, a native of Shaxian county in Sanming, Fujian province, opening a Shaxian Snacks shop in Central Asia wasn't an impulsive decision. Rather, he hopes to use food as a bridge for bringing Chinese flavors to a new market.

The business idea came from a work trip he took last year. Huang spent months preparing his plans before he opened the shop at the end of July in Bishkek, the capital of Kyrgyzstan.

Since opening, many Chinese have visited looking for flavorful nostalgia. However, in Huang's view, Shaxian Snacks cannot sustain growth abroad relying solely on expat customers. Gaining recognition among locals holds the real key.

To adapt to the local market, Huang hired local staff and taught them how to make the Chinese snacks. He also rolled out beef and chicken wontons to cater to regional eating habits, winning a growing base of returning customers. There are plans to open a second shop in the city, but first, Huang is on a research trip in Xinjiang Uygur autonomous region and intends to set up a regional headquarters in Urumqi to cover the five Central Asian countries.