Chinese Cuisine Continues to Gain Momentum in Thailand as YONNY Grows to 23 Locations and Opens New Franchise Opportunities
Chinese cuisine continues to gain popularity among Thai consumers, with YONNY, a Chinese restaurant brand under Yu Ni Zai Yi Qi, accelerating its expansion in Thailand with six new outlets across Bangkok and Chiang Mai.
The expansion follows the stronger-than-expected performance of YONNY’s first flagship outlet at Central WestGate, where Thai customers account for more than 80% of its customer base and the repeat-visit rate exceeds 50%.
The brand is also partnering with Thailand Franchise Center to host an investment seminar and explore new franchise partnerships in the Thai market, marking the next phase of YONNY’s international growth strategy.
Six New Outlets Designed for Every Dining Occasion
According to Mr. Ma Haitao, General Manager of YONNY’s Overseas Business Division, the six new outlets are located in leading shopping destinations across Bangkok and Chiang Mai. Each is designed as a spacious restaurant of more than 100 square metres, with some locations featuring storefronts extending over 23 metres.
The new outlets adopt YONNY’s 6.0-generation store concept, combining its signature Suancai Fish, also known internationally as Sauerkraut Fish, with a selection of individual mini hot pots that allow diners to choose their own ingredients.
The format is designed to accommodate a wide range of customers, from families and younger consumers to travellers, while catering to different dining occasions — from quick solo meals and afternoon gatherings to group dining and late-night meals.
For the Thai market, YONNY has also introduced its “Six Fish” campaign, featuring six colourful fish mascots representing the six new outlets. The campaign connects the auspicious symbolism of the number six and fish in Chinese culture with the Thai market.
Marketing activities include check-in campaigns, stamp-collection rewards and collaborations with Thai food creators across Facebook, Instagram and X. Store designs retain distinctive Chinese influences while incorporating details tailored to Thai consumer preferences, including dedicated photo spots and opening promotions designed to encourage customers to discover the menu.
Sour and Spicy Flavours Create a Natural Connection with Thai Consumers
One of the key factors behind YONNY’s confidence in the Thai market is the familiarity of Thai consumers with sour and spicy flavours, which naturally complement the flavour profile of Suancai Fish.
YONNY has positioned Suancai Fish as its signature offering while introducing individual hot pots, allowing diners to select their preferred ingredients and providing greater flexibility for different dining occasions.
Two signature dishes — Signature Hot-Oil Suancai Fish and Traditional Laotan Suancai Fish — continue to be popular among customers, while the mini hot pot format has also received a positive response for its versatility.
Other Chinese dishes, including Linyi-style Stir-Fried Chicken and Stir-Fried Pork with Chilli, have also emerged as popular choices among Thai diners.
At the brand’s original Central WestGate outlet, Thai customers represent more than 80% of total customers, while the repeat-visit rate exceeds 50%, demonstrating the brand’s ability to connect with local consumers.
An Integrated Business Model Supporting YONNY’s Expansion
Before entering Thailand, YONNY tested its international expansion strategy in Malaysia, where it successfully opened six outlets simultaneously on two separate occasions. Within just 10 months, the brand became one of the largest Chinese restaurant networks in the Malaysian market by number of outlets.
The experience helped YONNY develop an integrated expansion model covering product development, location strategy, operations, supply chain management and franchising, with each market adapted to local consumer behaviour and business conditions.
YONNY opened its first outlet in Thailand in June 2025. Following the opening of the six new locations, the brand will have 23 outlets nationwide, marking an important milestone in its transition from single-store expansion to a broader, multi-location growth strategy.
Strategic Partnerships and a Localised Supply Chain
Another key element of YONNY’s strategy is collaboration with major shopping mall operators, including Central and The Mall Group, providing access to high-potential locations serving families, younger consumers and travellers.
Of the six new outlets, two are located within major shopping centres under the Central group.
YONNY also operates a hybrid sourcing model. Key ingredients that define the brand’s signature flavours — including fish, preserved vegetables and soup bases — are produced to standardised specifications in China to maintain consistency, while fresh vegetables and other daily ingredients are sourced locally from Thai suppliers.
Together with local partners, YONNY has developed warehousing and distribution systems designed to support simultaneous operations across multiple outlets.
The brand’s workforce combines key personnel from China with local Thai teams across restaurant construction, training, digital systems, marketing and supply chain management. YONNY is also developing support models for Thai-Chinese investors, Thai entrepreneurs and Chinese business owners looking to expand into international markets.
Rather than simply transferring its Chinese operating model to Thailand, YONNY adapts its services to local culture and dining behaviour. This includes allowing customers more time to dine and socialise, while maintaining consistent international operating standards alongside market-specific strategies.
From Restaurant Expansion to a Long-Term International Business Platform
YONNY believes the international expansion of Chinese restaurant brands is evolving beyond simply replicating menus and store formats from China. Increasingly, successful expansion requires a deeper understanding of local markets, effective operations and supply chain management, strategic partnerships with shopping centres and the development of sustainable franchise networks.
Today, Yu Ni Zai Yi Qi operates more than 2,700 outlets worldwide, spanning China, Southeast Asia and North America.
The group has been recognised by Frost & Sullivan as the No. 1 player in the Global Sauerkraut Fish Market, with the world’s largest restaurant network specialising in Sauerkraut Fish. The group also operates the largest number of fast-casual rice-focused restaurant outlets in China and has received Forbes’ Value Brand of the Year award.
Looking ahead, YONNY plans to continue expanding across Southeast Asia, with Thailand positioned as one of its key markets for further outlet development, franchise partnerships and the cultivation of a strong local customer base.
