In Hong Kong, a city celebrated for its vibrant culinary diversity, beef noodles have long been a local favourite. But a new flavour is capturing both hearts and palates: a deeply rich and aromatic Taiwanese-style braised beef noodle soup.
Amid the city’s bustling food scene, Duan Chun Zhen, a brand under KINGZA International Co., Ltd., has quietly distinguished itself—not just as a restaurant, but as a place where memory, family, and flavour converge.
The brand was founded in Hsinchu, Taiwan, and named in memory of the founder’s grandmother. Her name reflects a philosophy of simplicity and sincerity, and her influence is infused in every detail of the brand’s culinary approach.
From the beginning, the founder set out to share not only the flavours of Taiwan, but the emotion of a family meal—turning a bowl of noodles into an expression of care, memory, and cultural pride.
Duan Chun Zhen’s signature beef noodle soup is rooted in time-honoured techniques. The broth is simmered for hours with more than 23 natural herbs and spices, creating a rich and layered flavour.
The beef shank is slow-braised to tender perfection, and the hand-pulled noodles deliver a satisfying, chewy texture. Guests can also enjoy Taiwanese-inspired side dishes, such as crispy popcorn chicken and marinated tofu, all designed to evoke the comfort of a home-cooked meal.
Since its debut in Hong Kong in 2020, Duan Chun Zhen has expanded to popular neighbourhoods like Causeway Bay and Mong Kok. Its Mong kok branch in MoKo mall has become a beloved spot for office workers, students, and Taiwanese expats alike.
As one diner noted, “This broth has soul. It doesn’t just fill your stomach, it also reminds you of home.”
According to the Hong Kong Tourism Board, the presence of Taiwanese food and beverage brands in the city has increased by more than 22% over the past five years.
Among the most welcome are noodle shops and beverage chains, which have become an integral part of the daily lives of many locals.
Duan Chun Zhen has successfully joined this cultural wave, blending emotional storytelling with culinary precision to build a distinct identity in the market.
KINGZA noted that the goal “isn’t just to serve food, it’s to serve memories”.
“We want people to feel the warmth of family, the honesty of tradition, and the hospitality embedded in East Asian culture,” added the company.
In an era of instant convenience, Duan Chun Zhen’s dedication to patience and authenticity sets it apart, inviting diners to slow down, savour, and connect.
For Hong Kong diners curious to experience this authentic slice of Taiwan, there’s no need to travel far.
A bowl of Duan Chun Zhen is a journey in itself—from kitchen to table, memory to moment. Whether you’re nostalgic for home or discovering these flavours for the first time, this is one taste worth seeking out.
