YANGGUOFU, the popular Chinese malatang (spicy hot pot) brand, has officially launched the “MALA GALA” in Berlin on December 5, 2024, marking a major milestone in its European expansion. The event, accompanied by a brand image overhaul, aims to spread the rich culture of Eastern cuisine across the continent. Since opening its first European outlet in Spain in 2023, YANGGUOFU has rapidly grown, establishing branches in 10 European countries, earning significant praise for its bold flavours and authentic offerings.
The MALA GALA event signifies YANGGUOFU’s deeper commitment to the European market, with the simultaneous opening of new stores in Berlin and Prague. The brand’s rapid growth will continue with plans for additional locations across five countries and ten cities, including the UK, France, Germany, and Italy. This expansion will introduce the brand’s sixth-generation stores to a broader audience, aiming to provide European consumers with an immersive Chinese culinary experience.
At the heart of YANGGUOFU’s European strategy is the slogan “Culture as Wings, Fragrance Spreads Worldwide.” The company intends to introduce more than just food to Europe; it aims to foster a cultural exchange, using food as a medium for promoting a deeper understanding of Chinese heritage and cuisine.
To further engage with local communities and build cultural connections, YANGGUOFU has announced several interactive events across Europe. In London, the brand will co-host an offline event with the popular video game “Honor of Kings,” launching a European travel gift box that features cultural landmarks from 10 countries. In Paris, YANGGUOFU will hold activities under the banner “Three Yangs Bring Good Fortune, Fortune Babies Invite You to Tour Paris.” These events will showcase the fusion of Chinese and French cultures, with the European debut of the official IP Phoenix Fortune Baby, a beloved character that represents prosperity and good fortune in Chinese culture.
Through these initiatives, YANGGUOFU hopes to provide European customers with a taste of China’s culinary and cultural diversity, while offering unique, cross-cultural experiences. The company’s malatang dishes, which feature a rich blend of spicy, sour, and savoury flavours, have become increasingly popular across Europe, as more consumers seek authentic and exciting global food experiences.
The MALA GALA event is more than just a celebration of food; it is part of YANGGUOFU’s broader mission to introduce Chinese food culture to a new generation of European consumers. By combining great food with cultural activities, the company hopes to build a loyal following and deepen the appreciation for Chinese cuisine across the continent.
YANGGUOFU’s European journey is only just beginning, with plans to further expand and solidify its presence in the competitive European food market. As the brand continues to grow, it is clear that YANGGUOFU sees its success not just in numbers, but in the cultural bridges it builds between China and Europe.