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China’s Tai Er restaurant chain makes first step abroad

Chinese restaurant chain Tai Er has opened its first Singapore store at Jewel Changi Airport, the first destination in a global expansion plan. 

Tai Er joins a portfolio of new 11 retailers coming to Jewel Changi, including Mama Mia! And NY Verden Bar & Grill. On the opening day, the restaurant was recorded full with guesses queuing outside, despite the Covid-19 pandemic. 

Tai Er serves classical Sichuan dishes besides the signature Chinese sauerkraut fish, including Mung Bean Jelly, Sliced Beef and ox tongue in Chili Sauce, Dan Dan Noodles, Steamed Chicken in Chili Sauce, and Poached Sliced Beef in Hot Chili Oil.

Featuring the black-and-white logo and motif popular in the company’s China restaurants, Tai Er Singapore houses an open kitchen with a transparent window, allowing customers to check the hygiene conditions. Each seat in Tai Er has a black envelope featuring a letter written by a Chinese fan to their new “friends” in Singapore, explaining how to get the most from their Tai Er experience. 

Known for its Sichuan cuisine-inspired menu and the signature sauerkraut fish, Tai Er has a network of 300 restaurants across its home market. 

“It is with great pride and excitement that Tai Er embarks on its global journey to share traditional Sichuan cuisine with the world,” the company said in a statement. “Singapore is just the beginning.”

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