Chinese Wok, a Chinese quick-service restaurant (QSR) chain, has announced the launch of its latest menu offering Chowmein, a street-food favourite reimagined with a modern, hygienic twist. The brand’s new dish pays homage to the bold, smoky, and spicy flavours of Kolkata’s iconic noodles, now available across its outlets nationwide.
Chowmein, deeply rooted in Kolkata’s unique Indo-Chinese culinary heritage, blends Chinese cooking techniques with Indian spices.
“With the launch of Chowmein, we are bringing a piece of India’s culinary nostalgia into a format that’s accessible, hygienic, and scalable,” said Aayush Madhusudan Agrawal, Founder and Director of Lenexis Foodworks, the parent company of Chinese Wok. “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.”
Targeted at Gen Z and millennials, the launch is being supported by a vibrant digital-first campaign featuring teaser content, influencer collaborations, and high-impact visuals designed to spark social engagement and drive trial.
Capitalising on the ongoing cricket season, Chinese Wok has also introduced limited-edition cricket-themed packaging and special match-day offers, further reinforcing the brand’s youthful and culturally connected identity.
The Chowmein launch marks a significant milestone in Chinese Wok’s expansion strategy, especially in East India where the dish has its roots. The move not only enhances the brand’s connection to regional flavours but also aims to redefine Desi-Chinese cuisine for a new generation of diners.
