G&GU Universe Launches Franchise 'Riyubao Sohanmari' Targeting Chinese Koreans

G&G Universe (CEO Kang Ye) announced on the 20th that it has launched the franchise brand ‘Liyubao So Hanmari’ targeting Chinese-Korean residents.

‘Liyubao So Hanmari’ is a brand aimed at Chinese-Korean towns, mainly selling hot pot dishes using special parts of beef.

Kang Ye, CEO of G&G Universe, said about the brand launch, “We focused on the limited availability of restaurants or menus that Chinese-Korean residents living in Korea and abroad can enjoy,” adding, “We identified a blue ocean market potential within Chinese-Korean towns and judged that a specialized franchise reflecting the menus, flavors, and ingredients they desire was necessary.”

He continued, “Currently, most restaurants available to Chinese-Korean residents in Korea are small-scale, and even those operated by Chinese have difficulty in reliably supplying fresh and affordable ingredients,” explaining, “We launched ‘Liyubao So Hanmari’ focusing on the shortage of restaurants that can meet the high food demand of Chinese-Korean residents.”

The brand name ‘Liyubao So’ means ‘six treasures,’ offering customers a special taste and experience by utilizing various parts of beef. The core of this brand is hot pot and stir-fried dishes using special beef parts, along with a variety of meal options. The most important feature is that it faithfully reproduces the authentic taste of mainland China.

CEO Kang said, “We reflected not only the taste and atmosphere that Chinese-Korean residents in Korea experienced in China but also the ordering system and sauce selection method based on Chinese local food culture,” adding, “Most of the menu is written in Chinese, and Chinese-speaking staff respond in Chinese.”

Liyubao So Hanmari uses ingredients differentiated from other Korean franchises. While unfamiliar to Koreans, it uses main ingredients preferred by Chinese-Korean residents such as tteoksim (beef tendon), ggan-yang (beef tripe), beef aorta, and beef neck bones. Some sauces are procured from brands like Xinlongfu Malatang and Shaolin Mala to improve efficiency.

The menu basically includes ggan-yang hot pot and beef tendon hot pot, with additional options of meat, meatballs, mushrooms, tofu, noodles, and vegetables. Single dishes such as Guo Bao Rou (sweet and sour pork) and Xiao Su Rou (fried pork) are also available. The single-person set meal priced at 9,000 won, which offers unlimited rice, is popular among lunch and dinner customers.

Especially, since it allows customers to enjoy the original taste of mainland China, it is expected to be popular not only among Chinese-Korean residents but also among Koreans seeking authentic Chinese cuisine.

G&G Universe plans to expand its global market by introducing additional specialized franchises targeting Chinese customers.

He said, “When people think of Chinese food, they often think of hot pot, but there are many more diverse dishes in mainland China, and we see great potential for franchising these,” adding, “We will first introduce ‘Liyubao So Hanmari’ in areas densely populated by Chinese-Korean residents nationwide and prepare other franchises afterward.”

Meanwhile, the first directly operated ‘Liyubao So Hanmari’ store is thriving in Daerim-dong, and a Bucheon branch will open soon.

This content was produced with the assistance of AI translation services.