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Xiao Nan Guo Restaurants Holdings Limited (XNG) owns one of the largest, mid-to-high-end, full-service Chinese restaurant chains in China, with its head office based in Shanghai. Their first restaurant was established in 1987 by Ms. Wang Hui Min – the company’s Chairlady – had only a few tables. As of August 2012, XNG owned and operated over 65 restaurants within a portfolio of Chinese cuisine brands spanning 10 provinces across China.

The core brand is "Xiao Nan Guo" (also called "Shanghai Min"), which offers Shanghainese-inspired cuisine for mid-to-high-end customers. 


client:  Shanghai Min Plus
categories:  branding
year:  2014