The rise of Shaxian delicacies: 225 outlets serve in 66 countries

(ECNS) -- Weng Liyu, a native of Fuzhou, southeast China’s Fujian Province, operates a Shaxian delicacy restaurant in Paris, France.

The restaurant is bustling with customers, with noodles and steamed dumplings highly popular.

Weng told China News Service that Shaxian delicacies are similar to French fast food in terms of their quick service and convenience.

To promote Shaxian delicacies globally, the Shaxian government has launched trademark registration in Madrid, and filed applications of trademark registrations in 77 nations and regions such as Japan, the United States, and the United Kingdom.

Zhang Fazhang, deputy director of the Snack Industry Development & Management Committee at Shaxian District, said that the local government is promoting the internationalization and standardization of the Shaxian delicacy brand by licensing the use of the trademark to experienced and capable catering businesses.

This strategy has led to successful expansion of Shaxian delicacy outlets in the United States, Japan, Portugal, France, Singapore, Malaysia, Vietnam, Indonesia, the Philippines, and Canada.

Mao Weiming, a Shaxian native, also expressed his agreement with this strategy.

Having studied in Japan and influenced by his parents’ operation of a Shaxian delicacies business,

he opened his first Shaxian restaurant in Japan in 2018. Today, it has expanded to three locations.

Mao’s Shaxian delicacy restaurant can accommodate up to 48 diners at the same time and offers online ordering services.

He said that with a large overseas Chinese community in Japan, Shaxian delicacies have gained considerable popularity there. Due to the rapid growth of his business, Mao is now preparing to expand further.

In recent years, Shaxian has capitalized on its resources as a hub for overseas Chinese in Fujian by offering skill training and technical support from partner companies.

To date, 15 overseas training sessions have been held, equipping technical experts from partner companies in France, Japan, Indonesia, Canada, the United States, and other countries, thereby supporting the steady growth of these businesses.

Shaxian delicacies, originating from Shaxian District in Sanming City, Fujian Province, is one of China's top 10 regional snacks, with over 240 varieties.

Shaxian has been recognized as both the “Hometown of Chinese Snacks” and a “Cultural City of Chinese Snacks.” According to official statistics, there are currently 225 Shaxian delicacies outlets in 66 countries around the world.