“China Enterprise Global Influence Person of the Year”

On June 13, the “2026 China Enterprise Global Influence Dialogue” was held in Shanghai. Mr. Yang Xingyu, Chairman of Yangguofu Group, was honored with the Special Award for “China Enterprise Global Influence Person of the Year.”

The “2026 China Enterprise Global Influence Dialogue” was guided by Shanghai United Media Group, organized by Jiemian and Cailian Press, and supported by the China Enterprise Going Global Alliance (CEGA) and the South China Morning Post. As one of the key components of the event, the “China Enterprise Global Influence Annual Cases” were selected through data-based evaluation, review, and cross-validation, recognizing five categories of annual honors, including outstanding enterprises, individuals, and products in global expansion. Mr. Yang Xingyu’s recognition as “China Enterprise Global Influence Person of the Year” represents high recognition of his efforts to advance Yangguofu Group’s global expansion and explore a path toward the internationalization of Chinese restaurant brands.

01 Systematic Global Expansion: Organizational Capabilities as the Foundation for Global Growth

In recent years, Yangguofu Group has accelerated its global expansion. Since launching its overseas business in 2017, the brand has expanded into more than 20 countries and regions worldwide, with nearly 7,000 stores globally.

In 2024, Mr. Yang Xingyu further advanced the systematic development of the Group’s overseas operations. The Group established its overseas headquarters in Singapore and built professional management teams in Europe, the Americas, and other regions, providing franchisees with one-stop support covering site selection evaluation, trade area analysis, supply chain management, logistics, and operational support. Last year, Yangguofu Group had nearly 200 overseas stores, representing year-on-year growth of more than 70%, while its compound annual growth rate over the past three years approached 100%.

As the pioneer of modern Malatang, Yang Guo Fu is redefining the value proposition of the category. In Japan, Malatang is regarded by local consumers as a healthy meal offering a balanced combination of meat and vegetables, and is particularly popular among female consumers, successfully tapping into the premium dining market. In Europe, non-Chinese customers account for 60% to 70% of customers at Yangguofu stores, with local students and young people forming the core customer base. A bowl of healthy and delicious Malatang is becoming an increasingly popular everyday meal choice among overseas consumers.

A key foundation supporting Yangguofu Group’s global expansion is its intelligent factory in Chengdu, built with an investment of nearly RMB 500 million. The factory is responsible for the centralized production of core soup bases, ensuring that consumers can enjoy a consistently authentic flavor whether they are in Japan, Germany, or Southeast Asia.

02 The Next Chapter: More Than Just Stores, Building Local Roots

Mr. Yang Xingyu believes that the next stage of Yangguofu Group’s global expansion is not simply about opening stores in more countries, but about addressing the deeper challenges of cross-border operations. On one hand, AI will be leveraged to rebuild the foundation of operational efficiency by connecting overseas store performance data, operational management, and headquarters support, addressing the management challenges of limited visibility and control over overseas operations. On the other hand, localization will be used to reshape the brand’s identity. Yangguofu’s international expansion is not simply about bringing products and seasonings overseas; it is about communicating with local consumers in a language they understand and embrace, while providing better support to overseas franchisees and helping them establish a deeper presence and achieve sustainable growth in their local markets.

Herbal bone broth is at the heart of Yangguofu’s product offering. Unlike traditional Malatang, which is often characterized by heavy oil and intense spiciness, Yangguofu pioneered the concept of “Malatang with drinkable soup,” incorporating herbal spices into its soup base to create a rich, smooth flavor with a balanced spiciness. Combined with its pay-by-weight, self-selection model and individual hot pot format, Malatang is increasingly perceived by overseas consumers as a satisfying yet light meal.

While maintaining its core flavor profile, the Group also makes localized adjustments for different markets. In Japan, it has introduced a mild and rich white soup base, while in Southeast Asia, it has launched a Tom Yum soup base. These adaptations meet local regulatory requirements while preserving the distinctive core flavors of Yangguofu’s soup bases.

To support this vision, the Group is building an AI-driven digital management system that enables headquarters to gain timely visibility into store operations and ensure consistency in product quality and service. At the same time, the Group is advancing deeper localization in marketing and service. The goal is not merely to bring products overseas, but to communicate with local consumers in familiar language and provide services in ways that align with their everyday habits.

Mr. Yang Xingyu emphasized that Yangguofu’s goal globally is not simply to “have stores,” but to “put down roots.” Every bowl of soup should meet local consumers’ expectations for health and flavor, while every store should become a genuine part of the everyday life of its local community.

Looking ahead, Yangguofu Group will continue to deepen its presence in global markets, with products at its core, systems as its foundation, and localized operations as its key driver. Through these efforts, the Group aims to introduce Malatang to more overseas consumers, enabling them to discover, embrace, and enjoy the category.