A traditional Hong Kong-based food brand is preparing to expand into overseas markets to help promote Chinese traditional cuisines.

Wing Lai Yuen, which is renowned for its Sichuan-styled spicy Dandan noodle and Chinese royal cuisine, is now working with foreign businesses in Japan, the United States and Britain to open international outlets.

It comes at a time when many older-style authentic Chinese eateries are being replaced by centrally-managed chains of fast food joints in Hong Kong and Macao.

Early in 2001, Wing Lai Yuen, which opened 58 years ago, was due to cease operations because of the demolition of a squatter area at the Diamond Hill, where the restaurant was originally located.

But it was able to continue after a local property developer, Hutchison Whampoa Properties Co Ltd, helped it relocate in the Whampoa Gourmet Place, the first gourmet centre in Hong Kong to serve authentic Chinese food specialities.

In addition, it opened a new outlet in Macao in August this year.

"Business saw a rapid development after relocation because Sichuan noodles in the restaurant were still popular among local residents," said Yeung Tinming, director of the restaurant.

Regular customers know well that they can be only served with one bowl of Dandan noodle in the restaurants in Hong Kong and Macau, which serves about 1,800 bowls every day.

"We cannot serve more if customers order more, because we have only one experienced chef who knows well enough about how to make such special noodles and keep its flavour," said Yeung

The chef, Tang Shuangliang, began working in Wing Lai Yuen when it opened in 1947 in Hong Kong to offer royal cuisine and Sichuan-style food.

"We have made great efforts, including staff training, to prepare for businesses in Tokyo, New York and London," Yeung said.

In addition, it will set up noodle processing factories in the three cities in a bid to match the quality of noodle in its Hong Kong and Macao outlets.

However, Yeung said that new outlets in the overseas market would also offer some specially-made dishes containing local food materials to meet customers' demands.

"It is in order to minimize capital risks, and the new businesses will open gradually within the next five years," Yeung told China Daily.

Chua Lam, a consultant of the restaurant, said the move is a way to better preserve and promote traditional cuisines.

(China Daily December 20, 2005)