China’s fried chicken boom: An opportunity for Thai entrepreneurs

Thai entrepreneurs can integrate into China’s fried chicken supply chain by introducing sauces, seasonings, and standardized food ingredients.

aviNews Thailand

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Fried chicken is often perceived as a Western-style fast food. In China, however, it has evolved into one of the fastest-growing segments of China’s food industry.

According to Red Food Industry Research, China’s fried chicken market is projected to exceed USD 14.7 billion in 2025, supported by more than 164,000 fried chicken outlets nationwide.

Offerings range from American and Korean styles to modern variations such as fried chicken frames, shredded chicken, and popcorn chicken. This diversity reflects constant innovation aimed at meeting evolving consumer preferences.

Fried chicken as a lifestyle

Between 2019 and 2024, the market expanded steadily from USD 8.4 billion to USD 13.2 billion, registering an average annual growth rate of 9.4%.

Fried chicken has become more than comfort food. It now mirrors urban lifestyles, serving as a quick meal, an afternoon snack, or a social food for gatherings.

By November 2025, China recorded more than 98,800 fried chicken businesses, an increase of over 4000 outlets from the previous year. This underscores its deep integration into daily consumption.

Young consumers drive demand

The core consumer base consists of individuals aged 18-35, accounting for 79% of total consumption. The largest share comes from those aged 18-25.

Many consumers eat fried chicken at least once a week, reflecting high accessibility and frequent consumption. This positions fried chicken as a versatile option for meals, celebrations, and social occasions.

Fragmented market, new opportunities

Despite rapid growth, the market remains fragmented. More than 90% of fried chicken brands in China operate fewer than 50 outlets, while those with over 500 outlets account for only 0.8% of the market.

This structure leaves ample room for new entrants, while compelling existing brands to differentiate through innovation, branding, and new business strategies.

Local flavors and cultural storytelling

A key trend is the integration of local flavors and culture. Red Fried Chicken exemplifies this by using red fermented bean curd—a specialty ingredient from Chaoshan, Guangdong Province.

Its signature Chaoshan Red Fried Chicken is paired with cultural symbols such as the “tiger descending the mountain,” the God of Wealth, and traditional divination blocks.

This storytelling approach has resonated strongly with consumers, enabling the brand to expand to more than 500 outlets nationwide within just a few years.

Transparency and delivery platforms

Transparency has become another growth driver, with brands promoting “fresh preparation with visible processes” to build consumer trust.

Meanwhile, food delivery platforms have boosted sales significantly. From January to October 2025, delivery orders accounted for 53.1% of total fried chicken sales, continuing an upward trend.

Opportunities for Thai entrepreneurs

The Thai Trade Center in Xiamen notes that China’s fried chicken boom shows how simple foods can become high-value industries when aligned with consumer behavior.

Thai entrepreneurs can integrate into China’s fried chicken supply chain by introducing sauces and seasonings such as sweet chili sauce, nam jim jaew, chili sauces, and curry condiments.

These products already enjoy recognition among Chinese consumers. Their incorporation into fried chicken menus enhances flavor differentiation while meeting demand for distinctive culinary narratives.

Beyond condiments, Thailand also holds competitive advantages as a producer and exporter of standardized food ingredients and processed products. Thai businesses can supply raw materials, co-develop products, or expand franchises by adapting flavors to local preferences.

Participation in trade promotion activities and exhibitions—such as Top Thai Brands events in major Chinese cities—can help entrepreneurs connect with partners, gain insights into consumer behavior, and test market responses. These initiatives represent an important step toward sustainable and tangible market expansion.

Further information is available at Drive.ditp.go.th or via the Department of International Trade Promotion hotline 1169.

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