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A customer tastes steamed buns at NeZha Dumpling in Pasadena, California, on June 1. [Photo provided to Tide News]

NeZha Dumpling, a brand from Shengzhou — a county-level city under Shaoxing in East China's Zhejiang province, known for its traditional steamed buns and snack culture — opened in Pasadena, California, on June 1. This marks the debut of the first physical overseas store representing Shengzhou's signature steamed buns.

Despite its modest size of just over 40 square meters, the store was busy. Its convenient location near the City Hall and California Institute of Technology attracted locals and students, generating over $800 in sales in the first hour after opening.

The menu features classic Shengzhou pork steamed buns alongside innovative options like pizza and sweet-and-sour fillings. Recipes were adjusted to suit local tastes, reducing ingredients like green onion and ginger.

Shengzhou snacks began their global journey earlier. Currently, 31 Shengzhou snack producers hold 50 food safety management system certifications, and 16 companies have obtained customs export registrations. Shengzhou steamed buns have already debuted in exports to countries like Cambodia and Vietnam. However, this California store represents the first dedicated overseas brand store.

Qiu Na, founder of Shengzhou Jichangrong Food and a domestic partner, highlighted the six-month preparation involving site selection, equipment procurement, and staff training. Her company previously exported frozen buns, navigating challenges like visas, ingredient inspections, and cross-border logistics.

A multi-departmental team from the Shengzhou government assists businesses expanding abroad. They've helped 29 "white list" companies and 154 employees obtain smoother exit processes. This contributed to a 100 percent pass rate in inspection for exported snacks.

Store manager Fu Bin views the opening as just the beginning. Future plans include establishing overseas production facilities and opening more chain stores to further promote the Shengzhou snack brand and the artistry of Chinese snacks.