Hot pot chain beefs up with new sub-brand

Xiabuxiabu Group, a leading hot pot operator, has announced its entry into the steak market with the launch of a sub-brand, Xianiupai (Xia Steak). The first outlet will open next month in Beijing's Changping district.

Xia Steak will focus on handcrafted Taiwan-style thick-cut steak, offering a dining model that combines steak with a selection of complimentary Chinese-Western fusion dishes and beverages.

Founder and chairman Ho Kuang-chi said the concept aims to lower the threshold of steak consumption by providing set-priced meals that include multiple side dishes, addressing a perceived gap in the market for more accessible options.

The move comes amid rising beef consumption in China, driven by increasing demand for high-protein, low-fat foods. Analysts note that this trend is creating opportunities for brands positioned between mass-market dining and higher-end steak restaurants.

Ho said market research indicates that few brands consistently deliver authentically handcrafted Taiwan-style steak. They aim to position Xia Steak as a family- and group-oriented dining option.

Xia Steak sources beef from Australia, New Zealand, the United States, Argentina, Uruguay, and Brazil, and has established a traceability system from procurement to processing.

The brand employs a 24-hour marinating process, with steaks prepared by trained kitchen staff, with the primary seasoning, black peppercorns, sourced from the Malabar Coast.