Fengfang Spicy Pepper Noodle Board Second Generation Heir Qiu Desheng: Going overseas should not cause the loss of brand soul in the pursuit of localization

GateUser-bd883c58 · 2026-04-02T04:26:16+00:00

At the International Food and Beverage Exchange Forum, Fengfang Chili Noodle Heritage Keeper Qiu Desheng emphasized that going global in the food and beverage industry requires finding a balance between brand positioning and localization to ensure that brand characteristics are not lost. At the same time, he pointed out that overseas expansion should strengthen systemic capabilities, focus on customer memory points, standardize operations, and provide a stable dining experience.

GateUser-bd883c58

2026-04-02 04:26:16

Abstract generation in progress

Ask AI: How should dining businesses going overseas balance localization with brand distinctiveness?

On March 25, the 2026 China Catering Industry Festival and the 35th HCC Global Catering Industry Expo, jointly hosted by the World Chinese Catering Industry Federation and Hongcan.com, was held at the Hangzhou Convention and Exhibition Center. Among them, at the “2026 International Catering Exchange Forum,” Qiu Desheng, the second-generation inheritor of Fengfang Chili Pepper Banmian, said that on the issue of going overseas, before taking action, you must first clarify two questions.

△ Qiu Desheng, second-generation inheritor of Fengfang Chili Pepper Banmian

First is brand positioning—“who exactly are we”—which directly affects the target customer groups, products, services, and more. You cannot lose the brand’s differentiated positioning for the sake of localization. “Localized products and the dining experience are important, but at the same time, what is your brand positioning and who is your target customer group—what value and service your products need to deliver to customers—this is equally important.” He pointed out that if, for the sake of localization, you blindly change core elements such as the brand’s flavor and dining experience, the brand will lose its own soul.

Second is system capability. Qiu Desheng noted that if you want to expand overseas through a franchise model, you must strengthen your system capability and clarify your internal framework.

Fengfang Chili Pepper Banmian originated in Malaysia and has already been replicated in Singapore. Qiu Desheng said that before entering a new market, there are three key issues that must be prepared for: first, you need to make sure customers have memorable impressions of the brand’s food and service; second, your replication capability must be strong enough to support standardized operations across borders; third, the dining experience or flavor must be stable and solid.

Author: Hongcan Editorial Department

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