Thai cuisine is thriving in China
From bustling street stalls to upscale shopping malls, the Thai culinary scene in China is undergoing a remarkable transformation.
Once confined to metropolises, Thai restaurants are thriving in smaller cities, evolving from niche eateries to viral hotspots with long queues. This ascent positions Thai food as the leading South-East Asian cuisine in China and a cultural gateway for local youth seeking global flavours.
In Taiyuan, capital of north China's Shanxi Province, families like the Lius frequent refined Thai restaurants in premium venues.
With elegant Thai-themed decor, one of their favourite Thai restaurants offers sophisticated dining – a far cry from early stereotypes of cluttered street fare. The restaurant's seven-year tenancy within a popular mall, with high competition for space, underscores Thai cuisine's sustained appeal in China.
Over 50% of China's approximately 15,000 South-East Asian restaurants serve Thai cuisine.
Meanwhile, another restaurant called Blooming near the city's Jinyang Lake Park combines photogenic settings with tailored flavours.
This restaurant isn't large in size, with about 20 indoor tables and over 10 outdoor seats, all decorated with various plants and flowers. Hu Yani, the restaurant manager, said that weekday evenings see a 90% occupancy rate, and weekends often have queues waiting for seats.
Hu said that since its opening over three years ago, the establishment has continuously refined its menu based on customers' tastes and preferences. 'Compared to traditional Thai cuisine or dishes from Thailand itself, we've slightly adjusted the proportions of spices used and toned down the sourness and spiciness,' she added.
According to Hu, the restaurant employs chefs with over a decade of Thai culinary experience from Guangzhou and Shanghai, consistently introducing new dishes and creative menu items to maintain customers' interest through fresh offerings.
Classics like aromatic Massaman curry, tangy tom yum koong, and lemongrass-infused grilled chicken share menus with East-meets-West fusions.
A 2023 survey indicates 70% of Chinese consumers still favour authenticity, while 30% embrace hybrid versions.
Market data highlights Thai food's dominance: Over 50% of China's approximately 15,000 South-East Asian restaurants serve Thai cuisine, vastly outpacing Vietnamese or Singaporean rivals.
Popular Thai restaurant chains are expanding into China's heartland, aided by digital marketing and food delivery platforms.
Searches for 'tom yum' have garnered 130 million views on Xiaohongshu, the Chinese lifestyle online platform known overseas as Rednote, while Douyin's 'Thai cuisine' hashtag has hit three billion plays.
Beyond commerce and food, these spaces showcase Thai culture through decor and performances. Industry insiders suggest that incorporating distinctive Thai elements and cultural spirit not only develops competitive edges but also creates memorable impressions for customers.
Certain restaurants have further enriched patrons' immersive experiences through traditional Thai dance performances and customary practices.
The Thai government further fuels growth via initiatives like Thai Select certification and the 'one village, one Thai chef' programme, training global-ready talent. – Xinhua
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