YGF Malatang: The Culinary Journey from Local Eatery to International Franchise Powerhouse.

YGF Malatang Wins Major Awards, Cements Status as Global Franchise Leader

YGF Malatang, a global leader in the Malatang spicy hot pot category, recently earned two prestigious awards: the Forbes China 2025 Valuable Consumer Brand and the Sullivan China 2025 Influential Chain Brand. These honors recognize the company's powerful brand and set a new standard for the restaurant industry.

From its origins as a single street-side stall, YGF Malatang has grown into a global powerhouse with nearly 7,000 locations worldwide. How did the brand achieve such remarkable success in a competitive market? The story is one of unwavering quality and strategic innovation.

From a Humble Start to a Global Brand

The journey began in a small basement shop. Despite the simple setting, founder Yang Guofu prioritized quality above all else, personally preparing the soup base every day to ensure the perfect flavor in every bowl. This commitment to quality built an early reputation through word-of-mouth, laying the groundwork for future growth.

In 2007, the company was officially branded. The Malatang market at the time was crowded and inconsistent. To stand out, Yang Guofu knew the brand had to innovate.

A key turning point came in 2015. After a trip abroad, Mr. Yang was inspired by advanced food production models. He made the bold decision to build his own factory, choosing a strategic location in Pidu—a region famous for its rich culinary heritage and access to quality ingredients.

The "Smart Factory" Driving Quality and Consistency

In 2018, Yangguofu unveiled its state-of-the-art facility: an "Industry 4.0" smart factory built to meet strict EU BRC food safety standards. The factory is a model of modern technology. The entire production line—from mixing ingredients to packaging the final product—is highly automated.

"We were determined to change the old image of condiment production," Mr. Yang explained. "We installed a German-engineered air delivery system, which means after materials are loaded, there is minimal human intervention. The air purity in our production workshop is incredibly high, and all surfaces that touch food are made from 316L corrosion-resistant stainless steel."

This focus on technology delivers two key benefits. "It dramatically increases our production efficiency," said Shu Guofang, Yangguofu's Quality Control Director. "More importantly, it guarantees that our product quality, safety, and flavor are perfectly consistent every single time."

Inside the company's R&D lab, every batch of seasoning is scientifically analyzed to control the precise balance of numbness, spiciness, and saltiness. This ensures a customer in Shanghai experiences the exact same taste as a customer in Germany.

Global Expansion and Brand Power

With a robust supply chain and guaranteed product quality, Yangguofu was ready for the world. In 2024, the brand accelerated its growth by:

• Opening over 1,000 new "Generation 6" modern stores.
• Appointing its first official brand ambassador to increase visibility.
• Expanding its footprint to 25 countries, with international locations continuing to rise.

The brand has been met with enthusiasm globally. "In Germany, our average customer price is 2.5 times that of McDonald's, and young people line up to eat at our stores," said Mr. Yang proudly. "Our new store designs incorporate Chinese cultural elements, helping us share our heritage with the world."

A Future Built on Quality and Growth

Yangguofu is not slowing down. The company is steadily renovating its existing stores to the new Gen-6 standard, with a goal to complete 80% of them by 2025.

To support its continued expansion, construction on a second factory in Pidu will begin soon. "Our first factory is only at half capacity," Mr. Yang noted. "The second factory will prepare us for future growth to 20,000 stores and beyond, while also expanding our retail product line."

In 21 years, Yangguofu Malatang has completed a remarkable journey from a single stall to a global restaurant giant. It stands as a prime example of modern Chinese manufacturing and a testament to a brand built on a foundation of quality, consistency, and innovation.