Malaysian Chinese start a business in Zhuang Township and -capture- Chinese consumers with delicious food
As we explore the culinary landscape of Nanning, I had the opportunity to speak with Tong Yufeng, a Malaysian-Chinese entrepreneur who has successfully introduced authentic Malaysian flavors to Chinese diners.
Located in the vibrant streets of Nanning, Tong’s restaurant, “Nanyang Xiaozhu,” radiates a lively Southeast Asian atmosphere. The open kitchen allows guests to watch skilled chefs whip up a variety of traditional Malaysian dishes, filling the space with enticing aromas. Tong, a third-generation Malaysian Chinese raised in Kuala Lumpur, shares how the rich food culture of his upbringing deeply influences his work as he energetically manages his restaurant.
In 2018, driven by the exciting development prospects in Guangxi, Tong took a leap of faith and moved to Nanning, investing substantial capital to launch his restaurant. His hard work has paid off, and he now owns three thriving locations, bringing the taste of Malaysia to Guangxi.
“I have an immense passion for Malaysian cuisine,” Tong shared. “I’ve always dreamed of sharing my homeland’s flavors with a broader audience.” He reflected on the initial hurdles he faced upon arrival in Nanning. Language barriers, cultural differences, and navigating an unfamiliar market landscape posed significant challenges, but his determination kept him going. “The longer I persisted, the more opportunities came my way,” he noted.
“Malaysian cuisine is characterized by its fresh ingredients and unique spices, but sourcing the right components in Nanning can be quite challenging,” he explained. To tackle this issue, Tong built ongoing relationships with suppliers from various regions and regularly visited production sites to ensure high-quality ingredients. He has also adjusted his menu to better align with local tastes while preserving the essence of Malaysian culinary traditions.
Participation in the China-ASEAN Expo has opened new doors for Tong. Through this platform, he’s forged valuable connections with businesses from Malaysia and other ASEAN nations, enriching his ingredient sourcing and introducing specialty products to his menu.
“The Expo has created numerous opportunities for my business, granting me access to diverse resources while generating interest in Malaysian cuisine,” Tong said. Looking ahead, he has plans to expand “Nanyang Xiaozhu” by opening additional branches in other Guangxi cities and is considering the establishment of a central kitchen to innovate dishes that blend Malaysian and local flavors.
“I aim to partner with restaurants in Guangxi to develop new recipes that combine Malaysian dishes with local cuisine, providing unique culinary experiences,” he said. Tong envisions food as a bridge for cultural exchange between Malaysia and China, utilizing the internet and new media to grow a wider following for “Taste of Malaysia” in Guangxi. He is also enthusiastic about hosting culinary exchange events where Malaysian chefs can showcase their techniques and recipes.
“Food is a universal language that builds understanding between our two cultures. It’s undoubtedly one of the simplest ways to connect,” Tong remarked. He hopes to collaborate with his team to create a cultural experience center centered on Malaysian cuisine, enabling guests to engage with Malaysian culture and traditions.
From beloved dishes like Nasi Lemak and Chicken Curry to flavorful Satay skewers and Char Kway Teow, Tong has noticed a growing interest fueled by promotional activities on new media platforms. His restaurant has attracted a diverse clientele, including food enthusiasts from Vietnam, Laos, and Myanmar.
“The Chinese market is vast, and I’m committed to establishing my roots here, continuing to promote Malaysian culinary culture,” he confidently stated. Tong aspires to serve as a bridge for Malaysian youth to better understand China, inspiring his peers to step beyond their comfort zones, embrace opportunities in China, and rise to new challenges.
