Is Ajisen Lamian Noodles Japanese?

Looking up the listing prospectus of Ajisen (China) Holdings, we know that Chongguang Industry is its "franchisee" and the largest supplier, including Japanese soup materials and seasonings, and the only supplier of soup materials. According to the Franchise Agreement between the two parties, Pan Wei and others have obtained the permanent franchise of Ajisen Lamian Noodles in the Mainland, Hong Kong and Macao since 2006. In this regard, the contact person of Ajisen (China) Holdings confirmed to this newspaper. The reporter learned from the prospectus that Japanese franchisees have effectively registered the "Ajisen" trademark in the Mainland and Hong Kong respectively, and authorized the Chinese side to use it. China should pay royalties, technical fees and supply fees to heavy industry.

From the company structure, Zhao Ke Shigemitsu, a 42-year-old Japanese, is a non-executive director. In fact, his other identity is the chairman and director of Chongguang Industry, and Ajisen is his "family business". As for Pan Wei, the 55-year-old founder of Ajisen (China) Holdings Co., Ltd., he is mainly engaged in Asian food trade in the United States and Hongkong, and now he is the director of Shanghai Catering Association.

According to the annual report of Ajisen (China) Holdings, Ajisen's turnover last year reached HK$ 268 1 10,000, and the licensing fee and technology use fee paid to Japan was HK$ 22.67 million, accounting for only 0.85% of the turnover.

Yesterday, a senior person who runs a large international catering brand told this newspaper that the so-called "franchise agreement" generally means that a joint venture operator or franchisee and franchisee sign an agreement on the operation of a store and a region, and in some cases, they may not sign an agreement. According to his understanding, "Ajisen" is indeed a small Lamian Noodles brand that originated in Kumamoto Prefecture. Japan signed a contract with China to authorize China to use its brand, formula and patents in the Mainland, Hongkong and Macau, and China was granted the status of regional general agent.

However, some insiders suggested that Ajisen was involved in the "Bone Soup Gate" storm in the Mainland and was questioned by the public, reflecting the "trust crisis" caused by information asymmetry between consumers and operators. Joining a restaurant should not only emphasize the' foreign origin' side of the brand, but also publicize its own life experience.