Xinjiang stir-fried rice noodles capture domestic market, eye global expansion

新疆炒米粉抢占国内市场，着眼全球扩张

Photo shows a view of the 2025 Xinjiang Rice Noodle Festival. (Photo/Urumqi Evening News)

该图展示了2025年新疆米粉节的现场。（图/乌鲁木齐晚报）

The 2025 Xinjiang Rice Noodle Festival recently wrapped up in Urumqi, northwest China's Xinjiang Uygur Autonomous Region. Around the same time, a stir-fried rice noodle brand called "Huaxiaoxiao," operated by 4Youngs, a catering brand in Beijing, launched its 22nd front-end warehouse in Xinjiang.

2025新疆米粉节近日在中国西北部的新疆维吾尔自治区乌鲁木齐市落下帷幕。大约在同一时间，北京餐饮品牌4Youngs运营的一个名为“花小小”的炒米粉品牌在新疆开设了第22个前置仓。

To date, Huaxiaoxiao has opened more than 3,500 chain stores worldwide. Following the launch of the new warehouse, the company plans to build a global flagship store of over 1,000 square meters in Xinjiang and establish a 3,000-square-meter global R&D center dedicated to Xinjiang cuisine.

迄今为止，花小小已在全球开设了3500多家连锁店。继新仓启用后，公司计划在新疆建设超1000平米的全球旗舰店，并建立3000平米的新疆美食全球研发中心。

Other major stir-fried rice noodle brands are also racing to grow their national chains. There are now more than 10,000 Xinjiang stir-fried rice noodle chain stores across more than 300 cities in China, according to the Xinjiang Catering Association. Some leading brands have even opened outlets in the U.S., Canada and Kazakhstan.

其他主要炒米粉品牌也在竞相发展其全国连锁店。根据新疆餐饮协会提供的数据，目前在中国300多个城市有超过10,000家新疆炒米粉连锁店。一些领先品牌甚至在美国、加拿大和哈萨克斯坦开设了专卖店。

Based on industry estimates that an average store sells about 150 bowls of Xinjiang stir-fried rice noodles per day, total annual sales across the 10,000 outlets are projected to exceed 7.5 billion yuan ($1.05 billion). Including online and supermarket sales, the market size for Xinjiang stir-fried rice noodles is likely already above 8 billion yuan.

根据行业估计，一家新疆炒米粉店平均每天销售约150碗新疆炒米粉，预计10,000家门店的年总销售额将超过75亿元人民币（10.5亿美元）。包括线上和商超销售，新疆炒米粉的市场规模很可能已经达到80亿元以上。

Huaxiaoxiao opened its first store in Beijing and now operates five locations in Xinjiang. With a new warehouse in Urumqi, the company plans to speed up its local rollout and open 200 additional stores across Xinjiang by 2026. It also aims to expand into Central Asia, with its first Kazakhstan location already being scouted.

花小小在北京开了第一家店，现在在新疆经营着五家分店。凭借花小小在乌鲁木齐建立的新仓库，该公司计划加快其在当地的推广，且计划到2026年在新疆增设200家门店。它还计划往中亚扩展，其第一个哈萨克斯坦地点已经在考察中。

Another brand, "Mizige," shares a similar story. It was founded in Beijing in 2014 by Jin Meijiao, then a college student, and her husband, Li Jianfeng, who started out with a 16-square-meter shop selling Xinjiang stir-fried rice noodles.

另一个品牌“米兹格”也有类似的故事。它是2014年由当时还是大学生的金美娇和她的丈夫李剑锋在北京创立的，李剑锋在一间16平米小店靠卖新疆炒米粉起家。

In 2018, the couple brought their brand home to Xinjiang and began expanding nationally. Today, Mizige runs more than 260 stores across China, 90 percent of which are in Xinjiang.

2018年，这对夫妇将他们的品牌带回了新疆，并开始在全国范围内扩张。如今，米兹格在中国经营着260多家门店，其中90%的门店在新疆。

From fast-food shops and breakfast stalls to late-night food trucks, Xinjiang stir-fried rice noodles have become a familiar sight across the country.

从快餐店、早点摊到夜宵餐车，新疆炒米粉已经成为全国各地熟悉的一道风景。

As Xinjiang stir-fried rice noodle chains expand across the country, demand for sauces has surged. Xinjiang Xierdan Food Co., Ltd. was quick to seize the opportunity, scaling up large-scale production to supply rice noodle sauces to stores nationwide.

随着新疆炒米粉连锁店在全国扩张，对于酱料需求激增了。新疆喜尔旦食品有限公司迅速抓住机遇，它规模化地生产酱料为了向全国门店供应米粉酱。

More than 20 rice noodle and supply chain companies from across China took part in the 2025 Xinjiang Rice Noodle Festival, where free tastings over three days drew large crowds and created a lively buzz.

来自中国各地的20多家米粉和供应链企业参加了2025新疆米粉节，该节为期三天的免费品尝吸引了大量人群，也营造了热闹的氛围。