On April 9, 2025, amidst the rapid evolution of the catering industry, MALUJI Hot and Sour Noodles convened the 2025 Nationwide Partners Summit in Beijing under the theme of "Innovation and Empowerment." Wang Xiaofei, founder of the brand, gathered together with the core team, nationwide partners, and industry elites. Together, they discussed the brand's development blueprint, exchanging insights on global expansion, supply chain innovation, and omnichannel growth, envisioning a new chapter for "a bowl of noodles" to traverse the nation and reach the global stage.

From "Intangible Cultural Heritage" to "National Benchmark": Breaking Barriers with Quality and Original Aspirations

"The competitiveness of a bowl of noodles hinges on the dual enhancement of cultural connotation and operational efficiency." In 2024, the first MALUJI Hot and Sour Noodles diner opened on Chunxi Road, Chengdu, astonishing the industry with a daily turnover exceeding RMB610,000, quickly establishing itself as a regional catering benchmark. By delving deep into Sichuan and Chongqing cultures, innovating, and integrating traditional elements, the brand rapidly ascended, becoming a trailblazer in the noodle product market. As of March 2025, MALUJI Hot and Sour Noodles opened over 100 diners in 53 cities across the country, a testament to its robust brand resilience and high market recognition.

Mr. Wang Xiaofei emphasized at the summit, "MALUJI Hot and Sour Noodles will always be deeply rooted in the vibrant street culture of Sichuan and Chongqing." While adhering to the core concepts of "intangible cultural heritage craftsmanship" and unwavering quality assurance, the brand has significantly enhanced efficiency by introducing intelligent production lines and optimizing workflow through the 2.0 space model.

Three Pillar Strategies: Product, Expansion to Lower-Tier Cities, and Supply Chain Revolution

Facing the trillion-scale noodle product market, the summit unveiled three core strategies for MALUJI Hot and Sour Noodles:

1. Product Matrix: Evolve from the single Hot and Sour Noodles offering to a combination of "noodles + Sichuan cuisine + Sichuan and Chongqing snacks," available throughout the day to cover breakfast, main meal, and afternoon tea scenarios. This approach aims to increase the average transaction value per guest and boost the repurchase rate.

2. Precision Expansion into Lower-Tier Cities: Target second- and third-tier cities over the next three years, and employ flexible outlet models, such as 50 - 90㎡ standard outlet types, to meet diverse regional demands and achieve differentiated market penetration across different cities.

3. Scalable Supply Chain: Leverage the group's six three-temperature cloud warehouses and a digital traceability system to establish a visualized credible chain from the source to the dining table, and reduce costs and increase benefits through centralized purchasing to provide greater support for partners.

Data-Driven Future: Refined Operations and Sustainable Growth

Relying on its membership system and big data analysis, the MALUJI Hot and Sour Noodles brand will persistently optimize the "3+2+1" strategy. By utilizing the regional best-seller model, it will encourage consumers to actively promote the brand, achieving a transformative leap from a food chain to a cultural icon.

Pooling Strength for Mutual Benefit: From a Regional Benchmark to Global Presence

Mr. Wang Xiaofei stressed, "Expanding into lower-tier cities is not a step down but a strategic move to precisely meet market demands." The brand plans to cover 80% of second- and third-tier cities within three years. Wang Xiaofei stated, "We aim to tell China's story through a bowl of noodles and make Sichuan and Chongqing cultures a prominent symbol in the global catering arena." Additionally, exemplary outlets like the Zhongshan TopPark diner and Harbin Westred Square diner were invited to share their success stories at the summit. Currently, the brand is accelerating its global expansion. A contract has been signed for its first outlet in Los Angeles, and preparations are underway to enter the Japanese, Korean, and Southeast Asian markets.

Conclusion

Every recent stride represents a new phase in building MALUJI into the "Global Leading Chain Brand of Hot and Sour Noodles." As Wang Xiaofei said, "The resilience of MALUJI Hot and Sour Noodles stems from the support of every partner." Anchored by its original aspiration, propelled by efficiency, and steered by mutual benefit, the brand will continue to expand its business horizons with global partners, united in the determination to "transform hot and sour noodles into a new emblem for the world to recognize China's food culture in the next decade."