ZhangLiang Malatang Goes Global: Flagship Outlets Open in Paris and Hong Kong Amid Rapid Franchise Expansion

The rapid expansion is rooted in a franchise model that the company describes as “robust, scalable and tightly integrated.” By granting local entrepreneurs the rights to open stores while retaining strict control over the supply chain, ZhangLiang has been able to negotiate favorable terms with ingredient vendors and maintain a consistent taste profile across continents. This vertical integration has proved crucial for a food concept that relies on fresh spices, broth bases and a wide array of meats and vegetables.

The chain’s recent headline‑making moment came when Chinese pop‑culture icons – from actor‑singer Bi Wenjun to livestreaming star Li Jiaqi – were spotted ordering bowls of the signature malatang at the Galeries Lafayette in Paris. The location, a historic department store on the Champs‑Élysées, has become a de facto showcase for the brand’s global ambitions. Local reports estimate that the Paris outlet serves more than 500,000 bowls a month, a figure that underscores both the appetite for the fiery Sichuan‑style dish and the power of celebrity endorsement in driving foot traffic.

In Hong Kong, ZhangLiang opened its first shop in Causeway Bay’s East Point Road, paying a monthly rent of HK$190,000 – a clear sign that the brand is willing to invest heavily in premium retail spaces. The move is being hailed by local observers as a testament to the chain’s confidence in the region’s dining market, where diners are increasingly seeking quick, affordable, and customizable meals.

Beyond brick‑and‑mortar growth, the company rolled out a global product launch under the banner “World Has ZhangLiang, Malatang Together.” The event introduced three new “master soup bases”: Classic Spicy Bone Broth (经典麻辣骨汤), Sunny Tomato Broth (阳光番茄浓汤) and Mellow Dry Mix Malatang (醇香干汁麻辣拌). The new blends are aimed at broadening the palate of overseas consumers while preserving the hallmark heat and depth of flavor that made the original street‑side stalls popular. Food‑industry analysts note that such product diversification is a strategic move to adapt to varying taste preferences without diluting the brand’s core identity.

The story of ZhangLiang’s ascent is also a story of people. Co‑founder Wang Yuyan, whose early vision helped shape the chain’s emphasis on hygiene and standardization, remains a pivotal figure in the company’s leadership. Partner Hezonghe has been integral in forging the franchising framework that underpins the rapid roll‑out of new locations. Qin Chao, co‑founder of Dezhong International, is linked to the brand’s broader investment network, while external industry voices such as Wu Keqi, founder of the restaurant‑owner news outlet Canyin Laoban Neican, and Zhang Jinshuo of the Canliyan Big Data Research Institute, regularly comment on ZhangLiang’s market performance and consumer trends.

Legal compliance is another piece of the puzzle. A compliance chief from PKF Shanghai Demi Law Firm oversees the legal framework for the brand’s 5,800 franchised outlets, drafting regulations that govern everything from food safety to employment standards. The firm’s involvement was spotlighted after a spate of social‑media rumors about unwashed bowls and “fake” stores – a reminder that, as the chain scales, maintaining rigorous standards remains a top priority.

Social media sentiment around ZhangLiang Malatang has been overwhelmingly positive. Chinese netizens use hashtags like #中国麻辣烫的世界版图 (“World Map of Chinese Malatang”) and #张亮麻辣烫全球领先 (“ZhangLiang Malatang Leads Globally”) to celebrate the brand’s overseas presence. For many Chinese expatriates, the chain is described as a “中国胃救星” – a “stomach saviour” that eases homesickness by delivering the familiar heat of Sichuan cuisine. The new soup bases have generated particular buzz, with users praising the “classic spicy bone broth” for its depth and the “sunny tomato broth” for a softer, aromatic twist.

A minor, yet widely discussed, footnote in the brand’s recent narrative is the departure of the celebrity Zhang Liang from the company’s shareholder roster – a clarification that the famous actor is not, and never has been, connected to the chain’s ownership. While the announcement prompted a flurry of jokes on Weibo, it has not dented the public’s enthusiasm for the food itself.

The rise of ZhangLiang Malatang mirrors broader trends in the globalization of Chinese fast food. Where once Chinese street fare was perceived as a niche offering, the proliferation of standardized, franchise‑driven concepts signals an emerging appetite for Chinese flavors in the global market. This shift dovetails with Chinese government policies encouraging domestic brands to “go global,” using culinary exports as a form of soft power that projects cultural influence abroad. By creating jobs for thousands of franchise operators and their staff, the chain also contributes to economic stability and offers entrepreneurial pathways for individuals in both China and overseas communities.

Yet the journey is not without challenges. As the brand expands into new territories, it must navigate differing regulatory environments, manage supply‑chain complexities, and keep a watchful eye on food‑safety standards that can quickly become headline news in the age of viral social media. The company’s emphasis on compliance, supply‑chain negotiation power, and centralized quality control will be critical factors in sustaining consumer trust.

In sum, ZhangLiang Malatang is no longer just a chain of noodle‑and‑spice stalls; it is a cultural ambassador, a case study in franchise scalability, and a symbol of Chinese culinary modernity. Its ability to turn a humble, customizable hot‑pot into a globally recognized brand underscores how food can bridge gaps between tradition and innovation, local comfort and international ambition. As diners in Paris, Hong Kong and beyond continue to line up for steaming bowls of broth, the brand’s story serves as a vivid illustration of how a single dish can become a conduit for cultural exchange, economic opportunity, and the ever‑evolving taste of a connected world.