Swiss Chinese Restaurant Counterattack: When local ingredients meet Chinese taste

Original: Tina Li | VenturePeakTalk | Beijing China

Part One

Q: As a Swiss national, you chose to promote Chinese cuisine rather than traditional Swiss food. Has this decision ever been questioned? Have you encountered conflicts due to cultural differences, or moments when you wanted to give up? How did you overcome these challenges and persist?

A: When we first started promoting Chinese cuisine in Switzerland, people were surprised. They would ask: "Why are you doing this? Can you even make a living from it?" Many assumed it was just a hobby. Interestingly, the biggest surprise came from the Chinese community rather than the Swiss. The Swiss initially didn’t fully understand the concept, as it was entirely new to them.The greatest challenge wasn’t the cultural differences themselves but rather the skepticism surrounding why we were doing this. However, bringing cultures together is meaningful, and it requires patience and persistence.For the Chinese, trust is essential. This trust is built through strong relationships, whether with Chinese restaurant owners or chefs. On the Swiss side, people initially didn’t fully grasp our mission. The key was how we explained it to them—through education, engagement, and showcasing the value of authentic Chinese cuisine.

Q: Swiss Chinese restaurants often complain that local ingredients “don’t work,” while Swiss farms struggle to sell high-quality products to Chinese restaurants. Do you think this gap is due to cultural differences, or is it a flaw in the business model? How did the China Foods Alliance bridge this gap and make it a profitable solution?

A: This is a complex issue. Switzerland produces plenty of high-quality vegetables and meats, but they don’t always meet the specific needs of Chinese restaurants. The disconnect between producers, distributors, and Chinese restaurant owners creates a major challenge.On one hand, Swiss distributors may not fully understand Chinese culinary culture or the specific ingredient requirements. On the other hand, Chinese restaurant owners often rely on Asian specialty stores to fill the gap, rather than engaging with local suppliers.Another key factor is customer expectations. For example, a Swiss guest at a Chinese restaurant might prefer locally grown carrots or potatoes, while other essential herbs, spices, and specialty ingredients must be sourced from Asia. Balancing these diverse needs is complex.The China Foods Alliance works to bridge this gap by connecting distributors with local producers, ensuring that Chinese restaurants have access to high-quality Swiss ingredients while maintaining authentic flavors.

Q: Chinese restaurants want to use local ingredients, but Swiss food safety regulations are strict. Does the China Foods Alliance help them navigate these regulations legally, or does it encourage operating in a "gray area"?

A: There is no issue with using local ingredients. In fact, we encourage Chinese restaurants to use fresh, local, and healthy products, including organic options.However, some specialty ingredients must be imported from Asia or Mainland China, and Swiss customs regulations for these products are strict. If there are any compliance issues, shipments may be stopped—or even destroyed—before they ever reach Switzerland.That being said, we are not food distributors. The logistics and quality control are handled by established industry players, and from what I have seen, they do an excellent job ensuring that products meet the required standards.

Q: Your publication, the China Foods Guide, highlights dishes like "Northwest-Style Hand-Pulled Chicken with Alpine Goat." What are the top three best-selling “Swiss-influenced Chinese dishes”? Do locals prefer authentic Chinese cuisine, or do they embrace fusion and innovation?

A: Chinese restaurants in Switzerland typically follow one of two approaches:

1. Traditional offerings: Some restaurants serve a broad selection of dishes from across China’s eight major regional cuisines.
2. Specialized focus: Others concentrate on a single regional cuisine, such as Hunan or Shandong, staying true to its authentic flavors.

Fusion between Swiss and Chinese cuisine is still in its early stages. While some restaurants are experimenting with blending flavors and techniques, fusion cuisine is often priced higher than traditional offerings, making it a niche market.When it comes to "Swiss-influenced Chinese cuisine," the emphasis is on enhancing the quality of local Swiss ingredients. We know for certain that Swiss guests are willing to pay more for dishes made with fresh, local ingredients. This provides an excellent opportunity to combine the strengths of both culinary traditions.

In Part Two, we will discuss the three core challenges of:

✔ Cognitive Dislocation

✔ Localization & Adaptation

✔ Balancing Cultural Identity & Business Growth

Stay tuned!