Guangxi luosifen goes global

The seventh Huangguanluo Luosifen chain store opened at Malaysia's Universiti Tunku Abdul Rahman on Oct 5, marking the official expansion of Liuzhou luosifen (river snail rice noodles) into the Malaysian market.

In the past, despite luosifen's strong global reputation, few physical stores have been opened abroad. After noticing the significant population of Malaysian Chinese and market potential in Malaysia, Huangguanluo Luosifen launched its first store in Penang, Malaysia in January 2024. Its standardized cooking process, special smell, and authentic flavor have helped luosifen gain fans in the Malaysian market.

Another luosifen company also spotted opportunities in overseas markets. Guangxi Luobawang Food became the first luosifen enterprise to acquire export qualifications in October 2016 and was the first company to bring packaged luosifen abroad. From 2018 to 2023, the export value of Liuzhou luosifen surged from 833,000 yuan ($114,128) to 87.27 million yuan, a 104-fold increase over five years.

The rapid growth of luosifen in overseas markets highlights its increasing global appeal, attracting both local consumers and Chinese communities abroad.