A modern taste of China

Seeing both a challenge and an opportunity, Zhao set out to build a Chinese food brand in the United States that could grow beyond the traditional family-run restaurant model, combining authenticity with a modern chain format.

But the journey was far from smooth. "At the beginning, we didn't even know how to open a restaurant," he admitted. From refining recipes to learning restaurant management and navigating the complexities of expansion, every stage brought new lessons.

"Entrepreneurship is always full of uncertainty," Zhao added."But that's also what makes it rewarding."

For Zhao, Junzi Kitchen is not just a commercial venture; it is also a cultural mission. He often describes Chinese restaurants in the US as "capillaries of culture": small but vital channels through which many Americans first encounter China.

The name "Junzi", drawn from The Analects of Confucius, refers to a person of integrity and moral character. "By bringing this concept to the US — a country shaped by cultural diversity — I hope Junzi Kitchen can present a modern, inclusive vision of Chinese culture," Zhao said.

"At a time when dialogue can be difficult, food remains a bridge," he added. "Through something as simple as a daily meal, we can influence how people see and understand each other."

This is why Zhao hopes to expand Junzi Kitchen across the US, with the ambition of building a nationally recognized Chinese food brand. "Introducing China's contemporary culinary culture to Americans is not just good business. It's about showing a more complete, modern image of China through everyday experiences," he said.