About Tai Er
Tai Er is a Chinese restaurant chain founded in 2015 as a brand of the listed Jiumaojiu restaurant group, specialising in Chinese sauerkraut fish, its signature dish of fresh fish cooked in a tangy, spicy broth with fermented vegetables. Its official English website recounts its origin as a small word-of-mouth shop and its growth to more than 400 stores worldwide, with particular popularity among younger diners.
The brand crafts its central ingredient from Yunnan small-leaf mustard greens naturally fermented for 28 days with a light-salt technique supervised by inheritors of the Dongpo pickling method. In 2025 and 2026 it has been upgrading stores towards a fresh-ingredients Sichuan cuisine concept, highlighting live fish, live shrimp, fresh beef, fresh chicken and fresh pork, alongside Sichuan classics on its menu.
With its group headquartered in Guangzhou, Tai Er combines a youthful, energetic visual identity with standardised chain operations and delivery sales. Within restaurants and food services, it represents the Chinese single-dish chain phenomenon: building a national and international brand around one regional dish taken to industrial scale.
The brand crafts its central ingredient from Yunnan small-leaf mustard greens naturally fermented for 28 days with a light-salt technique supervised by inheritors of the Dongpo pickling method. In 2025 and 2026 it has been upgrading stores towards a fresh-ingredients Sichuan cuisine concept, highlighting live fish, live shrimp, fresh beef, fresh chicken and fresh pork, alongside Sichuan classics on its menu.
With its group headquartered in Guangzhou, Tai Er combines a youthful, energetic visual identity with standardised chain operations and delivery sales. Within restaurants and food services, it represents the Chinese single-dish chain phenomenon: building a national and international brand around one regional dish taken to industrial scale.