Latest Startup Project "Tianbian Casserole Braised Noodles" Launched - Jia Guolong Responds: Hope to Take Over Some Xibei Stores and Staff

LightningPacketLoss · 2026-03-21T11:55:47+00:00

The new project "Tianbian Claypot Braised Noodles" from Xibei Catering founder Jia Guolong has opened in Beijing, featuring Inner Mongolia-style braised noodles as its specialty, with per-capita consumption at 40-50 yuan. Jia Guolong stated that Xibei will close some locations, while hoping the new brand can absorb some employees.

LightningPacketLoss

2026-03-21 11:55:47

Abstract generation in progress

The latest entrepreneurial project by Jia Guolong, founder and chairman of Xibei Catering Group (hereinafter referred to as Xibei), “Tianbian Clay Pot Braised Noodles,” has quietly opened in Beijing’s 798 Art District. The new store opened on February 13, with an average spending of 40 to 50 yuan per person. Its main specialty is the clay pot braised noodles from Jia Guolong’s hometown in Inner Mongolia’s Bairin League.

Jia Guolong exclusively told the Daily Economic News that Xibei plans to close some stores. He hopes a new brand can take over some of the stores and employees. “The Xibei brand will still continue; in the future, we will close some stores, transfer some to the new brand, and retain some core locations,” Jia Guolong said.

Daily Economic News

(Edited by: Wen Jing)

Keywords: Jia Guolong

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