Traditional Chongqing treat posed to spread after hitting the spot with British diners

A successful run on his numbingly hot noodle soup at the Chinese Food Festival in London is leading Zhou Zhengbo into a new business venture: selling traditional Chongqing xiaomian in Britain's big cities.

Zhou arrived at the festival from Southwest China in late September with enough noodles and spices to last the entire event. But he sold out in just two and a half hours as customers lined up around his stand and showed a willingness to wait an hour for a steaming bowl of small noodles.

"I never expected so many British people would love this spicy noodle," Zhou said. "I was working nonstop at the festival."

Thanks to the festival organizers, the Chongqing Business Association in the United Kingdom, Zhou obtained fresh supplies from the city's Chinese restaurants and made 100,000 yuan ($15,455) in three days.

Although Zhou was the only one working the noodle stand, he managed to sell more 1,500 bowls priced at 6 pounds ($8.94) for his original xiaomian and 8 pounds for noodles with meat paste. Inspired by his success, Zhou, 29, is making plans with a business partner to spread his business to Britain. He said the first shops will be located in big cities, such as London, Manchester and Birmingham.

Chongqing xiaomian has gained popularity in recent years, ever since the food documentary A Bite of China introduced the local delicacy to home viewers in 2013. The essence of xiaomian is the complex flavor in the broth. Even the cheapest noodle is cooked with as many as 13 to 15 different spices.

An English major at a college in Shijiazhuang, Hebei province, Zhou worked in a foreign trade company in Guangdong province. In 2011, he quit the job and returned to Chongqing to start his noodle business. He owns two shops and seven franchises in the city.

One of Zhou's regulars introduced him to Hu Min, a Chinese businessman in London and the chairman of the Chongqing business association, who was searching for participants for the food festival.

"Chongqing xiaomian, as well as hotpot, were so popular at this food festival," Hu was quoted as saying by Chongqing Economic Times. "But there is no authentic Chongqing xiaomian or hotpot restaurant in the UK yet."

Hu is working with Zhou on the plans for their noodle business. Zhou intends to import the major spices, such as Sichuan pepper and chili, from Chongqing.

"We will keep the flavor as authentic as possible," Zhou said.

Tina Redshaw, the British Consul-General in Chongqing, is a Chongqing xiaomian fan herself.

"I'm delighted to hear of Zhou's success in introducing Chongqing xiaomian to the British public," she said. "I love eating noodles and especially love eating Chongqing xiaomian."

Redshaw was not surprised to learn that the spicy noodles were popular among British food lovers. "Many British people love eating noodles, people here are often surprised to hear, and have a passion for spicy food," she said.

Her advice for Zhou? "Keep serving up authentic xiaomian and introduce them to different parts of Britain."

Deng Rui contributed to this story.

tanyingzi@chinadaily.com.cn