Tai Er Opens Its First Outlet in Singapore

SINGAPORE–(BUSINESS WIRE)–#ChiliOil–Riding the recent wave of popular Chinese food and beverage brands entering Singapore, including Haidilao and Heytea, Tai Er Chinese Sauerkraut Fish opened its first store at the Jewel Changi Airport on August 20, 2021.

On the day of the official opening, the restaurant was full, with guests queuing outside as they waited to dine.

The restaurant�s decor is centered around the simple black-and-white logo and motif popular in the company’s China restaurants. Guests are able to see the kitchen through a transparent window, to check the hygiene conditions or simply marvel at the kitchen’s sights and smells – the swirling of hot oil around the pan, the crackle and pop of stir-fried chilis, and the scattering of chrysanthemum petals. All the original elements of Tai Er, as well as the unique operation philosophy, can be found in the restaurant.

Li, a huge fan of Sichuan cuisine, spoke highly of the restaurant after his meal on the opening day. Since Li and his friends visited Tai Er’s Shenzhen store two years ago, he had fallen in love with its delicious dishes. When he learned on Instagram that Tai Er was opening a restaurant in Singapore, he made sure to arrive at the opening early. Li said that guests can make reservations on Tai Er Facebook page or WeChat public account, yet he still had to queue as the tables were fully booked. Despite the hour-long wait to be seated, according to Li, the sauerkraut fish was absolutely worth the wait.

As a professional of traditional Sichuan cuisine, Tai Er’s Singapore store features a number of 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.

A black envelope could be found on each of the seats in the restaurant. Inside each envelop was a letter written by a Chinese fan to their new “friends” in Singapore, explaining how to get the most from their Tai Er experience. In China, Tai Er’s features such as “tagline exchanges” and “Bro Er” are hugely popular among younger patrons.

With 300 restaurants across China and 12 million fans, business is booming at Tai Er, with some Chinese fans saying that they would wait as long as three hours during holidays for a bite of that tasty sauerkraut fish. With “our fish tastes fantastic but our sauerkraut tastes better” known as a slogan for Chinese young people and the passionate comic-like vision of “go global with featured sauerkraut fish,” it is with great pride and excitement that Tai Er embarks on its global journey to share traditional Sichuan cuisine with the world. Singapore is just the beginning.

Although Sichuan cuisine is not uncommon in Singapore, it is difficult to find authentic Sichuan food made with genuine Sichuan ingredients. In Tai Er’s dishes, the seasonings used – the sauerkraut, the chilis, the Sichuan peppers – are imported direct from Sichuan Province. While such dedication to authenticity may increase costs, Sichuan food just wouldn’t be the same without a real taste of China.

Contacts

WU ZHANWEI

http://www.taiersuancaiyu.com/
texjpxyzyd@jiumaojiu.com
+65 65502231