Jiumaojiu
Corporate brand
UnclaimedJiumaojiu is a Chinese restaurant group that began with Shanxi-style noodles and has grown into a multi-brand operator of Chinese dining concepts.
Last updated October 7, 2026
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Overview
Jiumaojiu is a Chinese restaurant group whose origins trace to a Shanxi noodle shop established in Haikou in 1995. The group says it has spent around three decades in Chinese food service and has developed through a multi-brand, multi-concept strategy. Its history includes an expansion into Guangzhou, the adoption of the Jiumaojiu brand name, and a later nationwide expansion. The group’s portfolio spans several Chinese regional-food concepts. Its namesake brand, Jiumaojiu, focuses on Shanxi cuisine and handmade noodles. Other brands listed on the group website include New Taier, which has developed from a sauerkraut-fish concept toward a broader Sichuan-cuisine offering; Song Hot-Pot, a Chongqing hot-pot brand; Shan de Shan Wai Mian, a Guizhou sour-soup hot-pot brand; and Chao Na Bian, a Chaoshan-style grilled fresh-beef brand. The group describes its food-service mission as creating a good hour through food and says it aims to offer tasty, affordable, and safe dining experiences. The company reports approximately 600 stores as of October 2025, with locations across China and expansion into overseas markets including Southeast Asia and North America. The group’s official history identifies Jiumaojiu International Holdings Limited as listed on the Hong Kong Stock Exchange from 15 January 2020 under stock code 09922. The group website identifies Guangzhou as the location of its office. It presents food safety, fresh ingredients, product development, and supply-chain development as important operating priorities.
History
Jiumaojiu’s history, as presented by the group, begins in Haikou in 1995, when a Shanxi noodle shop called Shanxi Mian Wang was established. In 2002, the noodle-shop business expanded to Guangzhou. The following year, the company opened its first Shanxi noodle shop in Guangzhou, at the Machang location. In 2005, a third Guangzhou branch opened and the company settled on Jiumaojiu as its brand name. The group says that its development center moved to Guangzhou at that time, with its headquarters established there. In 2010, the business upgraded its model and entered shopping centres. In 2011, it began systematic company-building and embarked on nationwide expansion. This marked a shift from its earlier noodle-shop origins toward a larger restaurant-chain business. In July 2015, the group introduced Taier, initially known for its sauerkraut-fish concept, and describes the launch as the beginning of its multi-brand development. The company listed Jiumaojiu International Holdings Limited on the Hong Kong Stock Exchange on 15 January 2020. The group also identifies 2020 as the year it incubated Song Hot-Pot, expanding its portfolio into hot pot. In 2021, its nationwide supply-chain center broke ground; the group links this development to supply-center expansion and a greater focus on digital transformation. In 2022, the group says it was recognized as a high-growth overseas-listed company. In 2023, it received an innovation-enterprise recognition, according to its corporate timeline. In 2024, the group opened Shan de Shan Wai Mian, a Guizhou sour-soup hot-pot brand. The group website’s current portfolio also includes Chao Na Bian, a Chaoshan-style grilled fresh-beef brand, and describes the company as operating five principal brands. The website reports approximately 600 stores as of October 2025 and says the network covers China and has expanded into Southeast Asia and North America. The group’s more recent brand development includes New Taier’s 5.0 fresh-ingredient store format, introduced from March 2025, and subsequent stores using the name New Taier · Fresh-Ingredient Sichuan Cuisine. The group describes this direction as a broader Sichuan-cuisine range built around fresh and live ingredients. Across its history, Jiumaojiu has presented food safety, product innovation, supply-chain capability, and the development of multiple regional Chinese dining concepts as central parts of its business.
- 2025
New Taier 5.0 fresh-ingredient format introduced
- 2024
Shan de Shan Wai Mian opened
- 2023
Innovation-enterprise recognition
- 2022
Overseas-listed-company recognition
- 2021
National supply-chain center groundbreaking
- 2020
Hong Kong listing and Song Hot-Pot incubation
- 2015
Taier launched
- 2011
Nationwide expansion began
- 2010
Business model upgraded; entered shopping centres
- 2005
Jiumaojiu name adopted
Products and positioning
A multi-brand Chinese restaurant group built around regional cuisine concepts, with an emphasis on accessible dining, fresh ingredients, food safety, and distinctive brand experiences.
Jiumaojiu Shanxi cuisine
The namesake restaurant brand features Shanxi cuisine and handmade noodles, including knife-cut noodles.
New Taier · Fresh-Ingredient Sichuan Cuisine
The group describes New Taier as a Sichuan-cuisine brand evolving from its fish-focused concept, with stores highlighting live fish and other fresh ingredients.
Song Chongqing Hot-Pot Factory
A hot-pot brand with an interactive dining experience and a focus on fresh ingredients; the group says it makes its own hot-pot base in a dedicated factory.
Shan de Shan Wai Mian Guizhou sour-soup hot pot
A hot-pot brand centered on sour soup and ingredients associated with Guizhou.
Chao Na Bian Chaoshan grilled fresh beef
The group’s grilled-meat brand focuses on fresh beef and Chaoshan-style flavors.
Brand decisions
2025
Upgraded New Taier’s formatOther2021
Advanced supply-chain development and digital transformationOther2015
Adopted a multi-brand development strategyOther
Recent events
Reported
Jiumaojiu announces planned restaurant closures in Beijing, Tianjin and Wuhan[7]
Jiumaojiu said it had decided to implement cost-saving measures that included store closures. The article reports plans for the Jiumaojiu restaurant brand to cease operations in Beijing, Tianjin and Wuhan; these are planned closures, not reported as completed.
Reported
Jiumaojiu reports its first results since listing[8]
Jiumaojiu released its first financial results since listing on March 27, reporting 2019 revenue of 2.687 billion yuan, up 42.0% year over year, and adjusted net profit of 217 million yuan, up 174.7%.
Sources9 sources
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