Lanzhou Beef Noodles: A Global Culinary and Cultural Evolution

Lanzhou Beef Noodles, originally a local delicacy in Lanzhou, China, are now gaining international recognition through cross-industry innovations. In 2025, the noodle sector generated over 12 billion yuan from various revenue streams like pre-packaged products and IP licensing, contributing to a total industry revenue of 80 billion yuan, marking a 33% year-on-year increase.

Lanzhou, a city by the Yellow River, hosts over 1,500 beef noodle restaurants, embodying both tradition and new cultural IPs. An example is the "Chef Ma" doll at the Gansu Provincial Museum, which highlights the culinary art of noodle-making.

Globally, entrepreneurs like Sun Zhengmou are expanding the reach of Lanzhou Beef Noodles. With plans to open a second restaurant in Barcelona, he's ensuring authenticity by mastering traditional techniques and partnering with the Lanzhou Beef Noodles Industrial Park for ingredient supply.