Mumbai: Chinese Wok, India’s largest Chinese QSR chain, has unveiled its take on a street-food classic Chowmein bringing the bold, smoky, and spicy flavours of Kolkata’s iconic noodles into a modern, hygienic quick-service dining experience available across the country.
Rooted in the vibrant culinary fusion that originated in Kolkata where Chinese cooking techniques met Indian spices, Chowmein has long been a favourite across generations. Chinese Wok’s version stays true to this legacy with wok-tossed noodles, crunchy vegetables, and umami-rich sauces, offering a flavour-packed dish tailored for Gen Z and millennial consumers seeking street-style taste with QSR-level quality.
“With the launch of Chowmein, we are bringing a piece of India’s culinary nostalgia into a format that’s accessible, hygienic, and scalable. Our goal was to recreate the familiar smoky, spicy experience that so many of us grew up loving and present it in a way that resonates with today’s young, fast-moving consumer. This launch represents everything Chinese Wok stands for: bold flavours, affordable indulgence, and modern convenience.” said Aayush Madhusudan Agrawal, Founder and Director, Lenexis Foodworks.
The launch is being supported by a vibrant digital-first campaign including teasers, influencer engagement, and high-impact visuals, all designed to drive discovery, trials, and social buzz. In tune with the current cricket fever, Chinese Wok has also rolled out cricket-themed packaging and match-day offers that build on the brand’s young, vibrant, and culturally in-sync personality.
This launch comes at a pivotal moment in Chinese Wok’s growth journey, as the brand continues its aggressive expansion across India while deepening its connection with regional food culture.
By bringing a beloved street-side staple into the QSR mainstream, Chinese Wok is not only strengthening its presence in East India where the dish originates but also introducing a nostalgic, flavour-packed experience to diners nationwide. Rooted in regional heritage yet reimagined for today’s fast-paced, quality-conscious consumer, the Chowmein exemplifies the brand’s mission to redefine Desi-Chinese cuisine for a new generation.
