Going out for a taste of China

And these are not the only obstacles that need to be overcome if China's eateries are to flourish overseas, not least consumers awareness of Chinese foods, such as steamed buns, will need to be raised. Chinese cuisine is known around the world, but it tends to be either Sichuan or Cantonese dishes. Chinese fast foods and snacks are less well-known except to those who have visited the country or one of the Chinatown areas in cities overseas. One of the things Goubuli will have to do with its new outlets overseas when the deal goes through is to raise awareness of what it is they are selling. And with Chinese foods often making the headlines for the wrong reasons they will have to win over the trust of consumers in other countries.

Besides, support from the government is far from enough for domestic branded restaurants looking to go global. Other countries have already taken note of how effective fast-food chains such as KFC and McDonald's have been in promoting the image of the US and its soft power and they are keen to emulate this. In 2009 alone, the South Korean government invested 55 billion won ($52 million) in promoting the country's cuisine and food culture globally, both as a way to enhance its national image and boost exports of its agricultural and fishery products. Looking at the huge number of Korean restaurants to be found in many Chinese cities it would seem that outlay has been paying off.

In a survey named "China in the World's Eye" conducted in 2008, tourists and respondents coming from all over the world to Beijing for the Olympic Games, when asked about what can best represent China, most of the interviewees chose the Great Wall, kungfu and Chinese food.

With this in mind, to help raise the image of China's food industry and use the rich content of China's culinary culture to enhance the country's soft power, the Chinese government should introduce policies to encourage Chinese eatery enterprises to expand overseas. If companies such as Goubuli can make the most of their pioneering opportunities it is not unreasonable to believe that Chinese coffee shops and fast-food joints might one day be as ubiquitous as Starbucks and McDonald's.

The author is a writer with China Daily.