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

His venture abroad is not a one-person effort. He is supported by in-house operational and technical teams, alongside full-chain support from Shaxian Snacks Group covering ingredients, sauces, and store design. Huang's business model is being replicated in multiple markets, as the company exports its central‑kitchen operations and complete industrial chain model. Through trademark licensing partnerships, the group selects qualified local catering firms to advance the brand's international and standardization transformation.

Su Wei, director of the Shaxian Snacks Industry Service Center, said that as of September 2026, the brand has cooperated with 17 countries, including the United States, Japan, Australia, Portugal, France, Singapore, and Malaysia. There are now 242 Shaxian Snacks stores in 81 countries.

Su explained that the brand faces persistent challenges abroad, including malicious trademark squatting and copyright infringements. The legal systems vary greatly from country to country, and the cost of enforcing rights is high. Therefore, the international protection of brands still needs to be strengthened. Even so, he remains confident about Chinese cuisine's global prospects.

Xinhua and Tao Jiayi contributed to this story.