YONNY Adds 6 Branches in Bangkok and Chiang Mai, Reaching 23 in Thailand
Chinese restaurant brand YONNY opens six new branches in Bangkok and Chiang Mai, bringing its Thailand total to 23, and invites franchise partners.
YONNY, a Chinese restaurant brand under the Yu Ni Zai Yi Qi group, opened six new branches simultaneously in Bangkok and Chiang Mai on 30 September, bringing its total number of branches in Thailand to 23. This follows a better-than-expected response at its flagship branch at Central WestGate, where Thai customers account for more than 80% of clientele and the repeat-visit rate exceeds 50%. YONNY has also partnered with the Thailand Franchise Center to hold an investment seminar and is now opening up franchise partnership opportunities in the Thai market.
Sauerkraut Fish: A Selling Point That Suits Thai Tastes
Ma Haitao, Director and General Manager of YONNY's International Business division, said the six new branches are located in major shopping malls in Bangkok and Chiang Mai. They are large-format restaurants with floor areas of at least 100 square metres, with some branches having shopfronts longer than 23 metres. The branches use the Generation 6.0 store format, which combines the signature suan cai yu — known internationally as Sauerkraut Fish — with a mini hot pot menu that lets customers choose their own ingredients.
The sour and spicy flavour of the Sauerkraut Fish suits Thai eating habits, and both the hot stir-fried version and the traditional Laotan recipe have remained consistently popular. Stir-fried Chinese dishes such as Linyi-style stir-fried chicken and stir-fried pork with chilli have also become favourites among Thai customers. The restaurants cater to everything from quick solo meals to group dining from afternoon through late night.
Partnering with Major Shopping Malls and Building a Supply Chain to Support Expansion
YONNY has partnered with major shopping mall operators such as Central and The Mall Group to secure locations with core customer groups including families, young people and travellers. Of the six new branches, two are located in Central Group malls. Key ingredients that define the flavour, such as fish, sauerkraut and soup stock, are produced to standards set in China, while vegetables and other daily fresh ingredients are sourced from Thai suppliers. The company is also developing warehousing and delivery systems together with local partners to support the simultaneous operation of multiple branches.
YONNY's team combines core personnel from China with local staff in Thailand, covering everything from restaurant construction and training to digital systems management, marketing and supply chain administration. The company is also developing support models for Thai investors of Chinese descent, Thai entrepreneurs, and Chinese business people looking to expand into Thailand, while adapting its service to Thai dining culture — for example, allowing customers more time to dine and socialise.
| Detail | Information |
|---|---|
| Number of new branches | 6 branches in Bangkok and Chiang Mai |
| Total branches in Thailand after this opening | 23 branches |
| First branch in Thailand | Opened June 2025 |
| Store size | From 100 square metres upward; some branches have shopfronts longer than 23 metres |
| Proportion of Thai customers at the flagship Central WestGate branch | More than 80% |
| Repeat-visit rate | More than 50% |
| Shopping mall partners | Central and The Mall Group |
| Global network of Yu Ni Zai Yi Qi | More than 2,700 branches |
On the marketing side, YONNY has developed a campaign called Six Fish, using six cartoon fish mascots to represent each branch, connecting the auspicious meaning of the number six and the symbolism of fish in Chinese culture with the Thai market. The brand is also running check-in activities where customers collect stamps to redeem prizes, and collaborating with food creators on Facebook, Instagram and X. The restaurant design retains a Chinese atmosphere while adjusting details to suit Thai tastes, with photo spots and menu-tasting promotions during the opening period.
Before entering Thailand, YONNY had already tested business expansion in Malaysia by opening six branches simultaneously on two separate occasions, becoming one of the Chinese restaurant chains with the most branches in Malaysia within 10 months. Yu Ni Zai Yi Qi currently operates more than 2,700 restaurants worldwide, spanning China, Southeast Asia and North America. It has been certified by Frost & Sullivan as No. 1 in the Global Sauerkraut Fish Market and received the Value Brand of the Year award from Forbes. YONNY plans to continue expanding across Southeast Asia, with Thailand as one of its key markets for branch expansion, franchise partner development and building a local consumer base.
This news is of interest to restaurant operators and investors interested in franchise opportunities, as well as those working in shopping malls and the food business who wish to follow trends in Chinese restaurants in Thailand.