Zhou Yan, a 31-year-old entrepreneur from Gansu province in north-central China, has made a significant impact in Sweden with his eatery, Ox Lan Beef Noodle, located in Stockholm. Launched on March 25, the restaurant quickly became a hit, earning Zhou a substantial income of one million yuan (US$140,000) a month.
The restaurant’s popularity has led to the addition of extra outdoor seating to manage the influx of customers. “On peak days, we sell more than 300 bowls of noodles, which is the maximum a noodle chef can make,” said Zhou.
Lanzhou noodles, known for their distinctive hand-pulled technique, have gained a competitive edge over local Japanese ramen shops that typically use pre-made noodles. Swedish locals and online influencers have praised the chefs’ skills at Ox Lan Beef Noodle, sharing videos of the noodle-making process on social media.
Originating from Lanzhou, a city along the Yellow River and a historical stop on the ancient Silk Road, the hand-pulled noodle-making tradition dates back to the Tang dynasty (618-907). A proper bowl features top-quality beef and hand-pulled noodles, meeting five key standards: a clear broth, white radishes, bright red chili oil, jade green coriander, and smooth yellow noodles.
Zhou’s journey to culinary success was unconventional. Initially a pop music major who graduated in 2015, he found it challenging to succeed in the music industry. Pivoting his career, Zhou spent two years preparing for the International English Language Testing System (IELTS) exam before pursuing a Master’s degree in Management in Britain. “Studying music was about chasing a dream, but I needed to make a living in reality,” Zhou said.
After earning his degree in 2019, Zhou launched a successful wellness start-up in Shanghai, generating annual profits of over two million yuan (US$280,000). With the capital from this venture, he decided to bring the traditional flavors of his hometown to Sweden. In October last year, Zhou invested about three million yuan (US$420,000) to introduce Lanzhou noodles to the Swedish market, inspired by the success of Japanese ramen restaurants in the country.
Since its opening, Ox Lan Beef Noodle has thrived, reflecting Zhou’s business acumen. The restaurant’s success prompted Zhou to return to China in late May to recruit three additional noodle chefs, with plans to open more branches. A bowl of Zhou’s noodles sells for 159 Swedish krona (US$15), significantly higher than the typical price in China.
“Just as Western fast food has spread throughout China’s streets, I want to promote traditional Chinese food like Lanzhou noodles worldwide,” Zhou said. His ambition to globalize traditional Chinese cuisine is shared by online observers in China, with some suggesting that Lanzhou noodles could even compete with Italian pasta if introduced to Italy.
Zhou’s success story highlights the potential profitability of selling traditional Chinese food abroad. “For those wanting to start a business, selling traditional Chinese food abroad is definitely profitable,” commented one online user, while another suggested opening a hotpot restaurant.