WANG Group launches new brand: Sichuan-style spicy hot pot "Ma Laoda" to open at the end of May

▲ WANG Group is also launching a new Sichuan-style spicy hot pot brand with prices under NT$200. The image above is a stock photo of Lu Xiaoxiao, not the new WANG brand. (Photo / Stock image)

Reported by Huang Shiyuan / Taipei

Following the launch of the "CooK BEEF!" steak rice brand, WANG Group will debut another new brand — Sichuan-style spicy hot pot "Ma Laoda" — at the end of May. WANG Group Chairman Chen Zhenghui stated that this new brand will feature the lowest price point within the group and the highest takeout ratio, with an average per-customer spending of under NT$200. The first outlet will be located on Zhongcun Road in Taichung’s Central District.

Sichuan-style spicy hot pot is a common street food seen all over Taiwan. How can WANG Group carve out a niche in this market? Chen Zhenghui pointed out that with numerous brands under the WANG Group, the company enjoys procurement advantages. In addition, having already achieved success in mainland China, the group has access to authentic Sichuan cuisine techniques. He believes Ma Laoda’s spicy flavors will be even more delicious than those of typical Taiwanese spicy hot pot offerings.


▲ WANG Group Chairman Chen Zhenghui announced that the new Ma Laoda brand will open at the end of May. (Photo / Reporter Huang Shiyuan)

In the past, WANG Group excelled in the high-end dining segment and performed well. However, the high-end dining market is limited in size, Chen Zhenghui said. Moving forward, WANG Group will focus on the mid-range dining market, with price points under NT$400 and a positioning in casual dining. For Ma Laoda, customers can dine at any time of day — from lunch and afternoon snacks to dinner and even late-night meals. Outlets can be opened in various commercial districts, and spicy hot pot is also highly suitable for takeout. Even half an hour later, it remains hot, as the spicy oil helps retain the temperature, offering a long optimal flavor window — a key advantage.

Observing recent changes in Taiwan’s food and beverage market, Chen Zhenghui noted that more and more international brands are entering Taiwan, yet the overall market size has not expanded. This has led to shorter lifespans for F&B brands. In the future, aside from stabilizing its existing brands, WANG Group will actively develop new ones, bringing internally incubated brands to market through internal entrepreneurship competitions. Over the next year, the group plans to launch at least one new brand. Following the debut of Ma Laoda, two additional new brands will be introduced in the second half of the year.