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Earlier this year, Song Xuan, a communication executive of Xibei Catering Group, a renowned restaurant chain in China, was in Los Angeles on a business trip and craved an authentic Chinese meal after a tiring day. At a restaurant, he ordered an eggplant dish with minced meat. To his surprise, it tasted extremely delicious, just like what his mother would prepare at their Beijing home. When he looked around, however, he found only a few Chinese tourists dining at the restaurant. Song said it is the kind of situation Xibei Catering would want to avoid as it expands overseas. ▲ A view of the advertisements of Xibei Catering Group at a department store in Beijing. China Daily "We are not opening restaurants abroad solely for consumers with Chinese background," he said. "Our plan is not to simply copy what we do in China, but to cater to the larger population." Xibei's overseas expansion strategy currently has focus on the US market. "We are starting in the most c
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