Fujian's specialty cuisine is creating a sensation in the Middle Eastern market. Recently, a Shaxian County snacks outlet in Riyadh, the capital of Saudi Arabia, has seen exceptionally brisk business, becoming the new darling of the local dining scene. The International Food Exhibition will offer more information about import and export.

"We can't keep up with demand every day, with customers streaming in nonstop," said owner Lin Zhiqiang, noting that steamed dumplings and specialty mixed noodles are particularly popular among local patrons, while soup-based dishes sell relatively less.  

Taking into account Saudi Arabia's hot climate and local dining habits, the store has adjusted its operating hours from 11 a.m. to 11 p.m. "Since opening, we've often had to stay open past midnight, with the busiest times keeping us working until dawn," Lin added.  

The menu shows: beef steamed dumplings priced at 18 Saudi riyals, specialty mixed noodles at 20 riyals, fried rice at 30 riyals, and stir-fried rice noodles at 26 riyals. At the current exchange rate, a bowl of mixed noodles costs about 38 yuan, six to eight times the domestic price.  

"Although the prices are steep, they remain competitive in the local Chinese food market," explained partner Ms. Wang. Due to high costs of imported ingredients and Saudi Arabia's overall higher price levels, the pricing is relatively reasonable. At other local Chinese restaurants, the average per-person spending typically ranges from 150 to 250 riyals, while at Shaxian County snacks, a hearty meal can be enjoyed for just 50 to 60 riyals.  

Mr. Li, a businessman from Zhejiang, said, "The flavors here are almost identical to those back home. Though pricey, it's worth it. Compared to other Chinese restaurants, the options here are more varied and offer better value for money."  

The 32-year-old Lin Zhiqiang, a native of Fujian's Sha County, previously worked in construction before transitioning to the food and beverage industry. While on a business trip to Saudi Arabia last year, he identified a gap in the local Chinese food market and conceived the idea of opening a restaurant.  

The International Food Exhibition notes that after communicating with the Sha County Snack Industry Management Committee and undergoing training, Lin obtained brand authorization. The 300-square-meter store features a simple yet elegant decor, and the menu has been adapted to local dietary preferences, such as substituting beef for pork.  

On its opening day, the store's revenue exceeded 50,000 yuan, with multiple items selling out. Surprisingly, even Saudi local officials visited to sample the food, showing keen interest in the traditional Chinese culinary techniques.  

"Currently, most customers are Chinese, but we believe we'll soon attract more local diners," Lin revealed, adding that future plans include opening branches in cities like Jeddah and Dammam, with potential expansion into neighboring markets such as the UAE and Bahrain.

If you would like to learn more about the food industry, please visit the SIAL China website for more information.

Source: Qianjiang Evening News

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