Xinrongji: Where Quality and Passion Forge a Culinary Legend

From 1995 to 2025, “Xinrongji,” representing its “At Thirty, One Stands Firm,” commenced its entrepreneurial journey in the historic city of Linhai, adjacent to the East China Sea. It has steadily evolved from a small underground resturant in Linhai tothe “ceiling of Chinese cuisine” and a "Michelin star collector." From a tiny basement eatery in Linhai to a giant in the restaurant industry, and now shouldering social responsibilities, Xinrongji has written a 30-year culinary legend with quality and pursuit.

Entrepreneurship Springs from Passion

Zhang Yong, the founder of Xinrongji, possesses a profound passion for seafood. In the late 1980s, whenever he craved a satisfying seafood meal, he often found himself traveling to other cities in search of it. One day, a friend jokingly suggested, “Why not open your own restaurant?” This lighthearted remark ignited the entrepreneurial spark within him. In 1989, Zhang Yong made the bold decision to leave his job and embark on a new venture, establishing a small stall in the basement of a street corner in Linhai, thus officially commencing his journey in the restaurant industry. This modest stall, equipped with just a few tables, laid the groundwork for what would become “Xinrongji.”

As he operated the stall, Zhang Yong realized that most local seafood was frozen, with fresh options being a rarity. This observation motivated him to specialize in live seafood, setting his business apart from competitors.

In October 1995, after renovations, “Xinrongji Restaurant” reemerged. Zhang Yong cleverly played on the homophonic relationship between “Yong” and “Rong” in the local Taizhou dialect, along with the pun “Xinxin Xiangrong” (meaning prosperous and thriving). This choice symbolized his vision for the restaurant to be a beacon of vitality and innovation. The character “Ji” (meaning record) embodied the concept of sustainable operation and development, reflecting his ambition to leave a lasting legacy in the culinary world.

This name marked the transition to a brand-oriented operation, establishing the core business philosophy that “Quality is the ultimate pursuit of taste.” From that point forward, Xinrongji gradually ascended to legendary status within the restaurant industry.

In February 1998, Xinrongji opened its first branch in Jiaojiang, Taizhou. By April 2000, the restaurant relocated to the picturesque East Lake in Linhai, rebranding itself as the Linhai “Xinrongji” Hotel. In February 2013, the flagship store in Linhai Linghu was grandly inaugurated, transforming Linhai—the hometown of Xinrongji—into a “Xinrongji universe” comprising “1 city and 11 stores.” This marked the beginning of a robust expansion phase for Xinrongji, with new locations opening in major cities such as Hangzhou, Shanghai, and Beijing.

In February 2024, the Tokyo branch of Linhai “Xinrongji” officially opened its doors, establishing a pioneering “Xinrongji” model for Chinese cuisine abroad. To date, Xinrongji has successfully launched 17 chain stores worldwide, spanning cities including Beijing, Shanghai, Hong Kong, Shenzhen, Hangzhou, Chengdu, Xi’an, and beyond, solidifying its reputation as the “pinnacle of quality Chinese restaurants.”

Quality determines success

For three decades, Xinrongji has upheld quality as the cornerstone of its identity. By sourcing high-standard ingredients, the restaurant ensures the excellence of every dish served. As founder Zhang Yong eloquently states, “What is craftsmanship? It is the relentless pursuit of perfection by a skilled artisan. I am merely a chef, and creating exceptional food is my lifelong vocation.”

From ingredient sourcing, Xinrongji has established stable fishing partnerships with ports such as Shenjiamen (Zhoushan), Wenling, and Yuhuan in East Sea fishing areas. By using “fixed fleet + priority procurement + independent preprocessing process,” Xinrongji achieves a certain level of source control. Some ingredients are even “exclusively supplied to Xinrongji,” locked in by long-term purchasing agreements for specific quality levels.

On food safety management, Xinrongji is one of the first “Sunshine Kitchens” and “Smart Sunshine Kitchens” in Linhai. Using the “Store Assistant” app and a smart restaurant information monitoring system, it conducts 24-hour intelligent monitoring, early warning, and feedback for store kitchens, achieving a closed-loop management of food safety. According to statistics, Xinrongji’s food safety inspection pass rate has maintained 100% for three consecutive years.

In terms of brand protection, Xinrongji has a strong rights protection team. After being listed as a key monitoring target by Linhai’s market supervision bureau, the brand found that its information had been trademarked in overseas regions such as Malaysia and Singapore. Whenever such events occur, Xinrongji’s legal team responds swiftly and effectively, using methods like opposition to protect the brand’s development.

Through a combination of internal and external efforts, by 2024, Xinrongji had earned 79 Michelin stars, making it the Chinese restaurant brand with the most Michelin stars. On October 25, 2024, it was included in the 2024 Hurun China Restaurant Brands Top 100. At the 2025 Beijing Michelin Guide release, Xinrongji earned eight stars, setting a new record. Since 2018, when the “Black Pearl Restaurant Guide” was released, Xinrongji’s various brands have won a total of 72 Black Pearl Diamonds.

Ability carries responsibility

With the accelerated pace of global economic integration and cultural exchanges, Chinese cuisine’s expansion overseas is also speeding up. According to relevant data, it is estimated that by 2030, the global Chinese food market will reach $577.682 billion, and the influence of Chinese cuisine in international markets is gradually growing. In this process, Xinrongji’s successful experience is highly instructive. It tells us that to stand firm in international markets, one must prioritize quality, focus on ingredient selection, and balance the inheritance and innovation of cooking techniques.

In April 2023, the “Xinrongji Academy” was officially inaugurated during the “Taizhou Cuisine” Industry Development Conference, marking a significant milestone for the Taizhou cuisine sector. The academy’s vision is to establish “Three Centers and One Base”: the Taizhou Chef Training Center, the Taizhou Cuisine Research and Development Center, the Taizhou Restaurant Culture Research and Communication Center, and the Taizhou Food Talent Cultivation Base. This initiative aims to create a distinctive “Taizhou Cuisine” brand characterized by integration and innovation. Through this high-end culinary vocational training platform, the academy is dedicated to cultivating restaurant industry professionals equipped with both knowledge and practical experience.

As a mature and successful restaurant enterprise, Xinrongji actively collaborates with Linhai’s market supervision and agricultural departments, promoting high-quality local agricultural products such as waxberries, honey tangerines, and broccoli to its Michelin-starred restaurants. This partnership ensures a seamless farm-to-table connection, contributing to shared prosperity and exemplifying the concept of “large enterprises supporting small businesses.”

The success of “Xinrongji” is rooted not only in its unwavering commitment to quality but also in its relentless pursuit of self-improvement and innovation. This spirit of boldness and creativity is a key factor in the success of many private enterprises that are at the forefront of their industries and are willing to lead the way. Looking ahead, “Xinrongji”will continue to craft its legendary narrative, achieving greater milestones in the culinary world and delivering even more gastronomic surprises and heartfelt experiences to its customers!

Translator：金蒙蒙 Louis