Guizhou native expands noodle business overseas

A foreigner enjoys beef rice noodles in Chen Yuzhu's restaurant. [Photo provided to chinadaily.com.cn]

Chen started sending out ingredients in 2016, covering more than a dozen US states, including New York, New Jersey and Connecticut, so that more compatriots living overseas can enjoy an authentic taste of China. He also managed a Guizhou specialty food factory in the US to supply the original ingredients needed to make beef rice noodles. Most of them are flown in from Guizhou.

The coronavirus outbreak in 2020 has greatly impacted the business. Stores were closed, and revenue fell sharply. The business survived by increasing online orders, selling semi-finished products, improving production processes and making the supply chain more efficient to reduce stocking costs.

Broth, meat and noodles are packaged separately, making it easy for customers to heat up a bowl of Guizhou Huaxi beef rice noodles in two minutes at home. As a result, Chen's business saw a surge.

"Sales are six or seven times higher than before the pandemic," he said. "Some stores can even deliver thousands of bowls of rice noodles a day."

So he opened more shops — in New York, Houston and San Francisco, and achieved surprising success. Based on that experience, Chen determined to promote Guizhou food culture around the world. He is currently planning new store openings in Southeast Asia and Europe.

Wang Jin contributed to this story.