Nonggengji

Nonggengji (农耕记) is a Chinese restaurant brand specializing in Hunan local cuisine (湖南土菜), founded in Shenzhen in 2017. The brand is operated by Shenzhen Nonggengji Catering Co., Ltd. (深圳市农耕记餐饮有限公司), whose registered office is in Minzhi Subdistrict, Longhua District, Shenzhen. Its stated mission combines a commitment to healthy, trustworthy ingredients, attentive and friendly service, and a safe, clean, tidy and comfortable dining environment, under the slogan of offering genuine goods at fair value. Nonggengji positions itself as a leading brand of Hunan cuisine in China and a global chain restaurant specializing in Hunan dishes. According to the company's own brand introduction, within eight years of its founding it opened direct-run stores in Hong Kong, Beijing, Shanghai, Shenzhen, Haikou, Zhuhai, Dongguan and Zhongshan in China, as well as overseas in Singapore and Malaysia. The brand emphasizes adherence to ingredients and the inheritance of Hunan local cooking techniques as the basis of its customer appeal. The founder, Feng Guohua (冯国华), known affectionately as "Hua Shu" (华叔), is described as a Chinese culinary master and a Hunan cuisine master, with more than twenty years of experience as a chef. He is also presented as a promoter of fresh, healthy food and maintains a large following on Chinese short-video platforms through a personal recipe account. His profile is used prominently in the brand's storytelling, reinforcing an image of rustic authenticity and culinary craft. Nonggengji's menu highlights traditional Hunan-style preparations, including tea-oil stir-fried local chicken, freshly stir-fried yellow beef, garlic shrimp, local garlic stir-fried local cured pork, local fried tofu braised with deboned meat, and dry-pot pickled cabbage with pork intestine. The brand's vision is to bring its good products into thousands of households, to achieve broad distribution, and to become a happy enterprise, guided by values of honesty, reliability, innovation, adaptability, cooperation and growth, alongside a hardworking and resilient spirit. As of the company's own description, Nonggengji remains a privately held restaurant operator with direct-run stores rather than a franchise model, and it continues to expand both within China and in overseas markets such as Singapore and Malaysia.

Nonggengji Hunan cuisine was founded in Shenzhen, China, in 2017. From its beginnings, the brand built its identity around adherence to ingredients and the inheritance of Hunan local cuisine skills, which it credits for gaining customer favor. The company is operated by Shenzhen Nonggengji Catering Co., Ltd., registered in Longhua District, Shenzhen. The founder, Feng Guohua, known as "Hua Shu," is a chef with more than twenty years of experience and is described as a Chinese culinary master and Hunan cuisine master. His personal profile and his recipe-focused social media presence, with more than five million followers on Douyin and Kuaishou, have been used to reinforce the brand's image of rustic authenticity and culinary craft. According to the company's brand introduction, within eight years of its founding Nonggengji opened direct-run stores in Hong Kong, Beijing, Shanghai, Shenzhen, Haikou, Zhuhai, Dongguan and Zhongshan in China, as well as overseas in Singapore and Malaysia. This expansion positioned the brand as a global chain restaurant specializing in Hunan cuisine and, in its own words, a leading brand of Hunan cuisine in China. The brand's stated mission covers product, service and environment: healthy and trustworthy products; service that leaves every customer reassured, happy and satisfied; and a safe, clean, tidy and comfortable environment, all under the principle of genuine goods at fair value. Its vision is to bring Nonggengji's good products into thousands of households, achieve broad distribution, and become a happy enterprise. Its values emphasize honesty, reliability, innovation, embracing change, cooperation and growth, together with a hardworking and resilient spirit and being a conscientious, filial, down-to-earth and grateful person. Nonggengji's menu features traditional Hunan-style dishes such as tea-oil stir-fried local chicken, freshly stir-fried yellow beef, garlic shrimp, local garlic stir-fried local cured pork, local fried tofu braised with deboned meat, and dry-pot pickled cabbage with pork intestine. The company continues to operate as a privately held, direct-run restaurant chain with a presence in China and Southeast Asia.

• 2017

  Nonggengji Hunan cuisine founded in Shenzhen, China.

• Within eight years of founding, opened direct-run stores in Hong Kong, Beijing, Shanghai, Shenzhen, Haikou, Zhuhai, Dongguan and Zhongshan, as well as overseas in Singapore and Malaysia.

A leading Hunan cuisine brand in China and a global chain restaurant specializing in Hunan local dishes, emphasizing authentic ingredients and traditional cooking techniques.

• Tea-oil stir-fried local chicken

• Freshly stir-fried yellow beef

• Garlic shrimp

• Local garlic stir-fried local cured pork

• Local fried tofu braised with deboned meat

• Dry-pot pickled cabbage with pork intestine

1. 1深圳市农耕记餐饮有限公司nonggengji.com
2. 2品牌介绍_深圳市农耕记餐饮有限公司nonggengji.com