After 12 years of operation, the company is still destroyed! HOT-STAR Large Fried Chicken announces "complete withdrawal" from the Chinese market: Goodbye, HOT-STAR fans

Taiwan's well-known chicken steak chain HOT-STAR Large Fried Chicken announced that it will completely withdraw from the Chinese market. The news triggered discussion and attention from the outside world.

HOT-STAR Large Fried Chicken suddenly announced on the 6th that it will close all stores in China by December 31, 2024, ending 12 years of operation. "Zheng HOT-STAR Large Fried Chicken" WeChat official account wrote: Dear HOT-STAR fans, goodbye. As soon as the news came out, it quickly caused waves on Weibo and ranked in the top 3 of the hot search list.

HOT-STAR Large Fried Chicken will be completely withdrawn from China, and stores in other regions such as Taiwan and Hong Kong will not be affected.

HOT-STAR Large Fried Chicken officially announced that the Shanghai New World City store will cease operations early on December 26, and then all Chinese stores will gradually close before December 31.

In addition to the Chinese market, stores in Taiwan, Hong Kong and other overseas authorized areas will continue to operate. HOT-STAR Large Fried Chicken expressed its gratitude to consumers for their support over the past 12 years and looked forward to having the opportunity to meet again in the future.

HOT-STAR Large Fried Chicken was founded in Taiwan's Shilin Night Market in 1992 and entered the Chinese market in 2010. Although it has won the favor of Chinese consumers with its unique selling point of "no cutting" and the image of authentic Taiwanese snacks, it also faces a serious problem of copycats. In order to distinguish genuine products from counterfeit products, HOT-STAR Large Fried Chicken changed the brand name in the Chinese market to "Zheng HOT-STAR Large Fried Chicken" to avoid confusion.

In addition to the copycat problem, competition in China's catering market is also extremely fierce, with competition between local brands and international chain brands intensifying. The market share of HOT-STAR Large Fried Chicken is gradually being squeezed, coupled with the impact of the epidemic and other external factors, which may be one of the important factors that prompted the brand to decide to withdraw from the Chinese market.

Although Zheng HOT-STAR Large Fried Chicken has gained considerable popularity and fan base in China over the past 12 years, it ultimately chose to withdraw from the market in the face of many market challenges. Whether HOT-STAR Large Fried Chicken will enter the Chinese market again in the future is still unknown.

Source: Zheng HOT-STAR Large Fried Chicken