AXIANG Rice Noodles

Axiang Rice Noodles is a Chinese fast-food brand specializing in Yunnan-style Crossing-the-Bridge rice noodles. Founded in 2000, it has grown from a small street-side shop to a leading brand with nearly 600 directly operated stores across 147 cities. The brand is part of Shanghai He Yong Enterprise Management Group, which also includes subsidiaries such as a production factory, supply chain, and engineering company.

Axiang Rice Noodles was founded in 2000. According to the official website, the founder He Yong was inspired by the legend of Crossing-the-Bridge rice noodles and traveled to Mengzi County in Yunnan to find authentic rice noodles. After meeting local artisans, he improved the recipe to suit broader tastes. The brand opened its first store in Zibo in 2000, expanded to Qingdao by 2005, and reached Shanghai by 2015. It opened its first store in Japan in 2018 and a second in 2019. By 2024, it had over 600 directly operated stores.

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