Monga Fried Chicken roosts in Chinatown London
Following recent international brands, including YiFang and Guo C 100, choosing Chinatown London as their European debut, Shaftesbury have welcomed Monga Fried Chicken to 12 Macclesfield Street. The store is its first in Europe, adding to the brands portfolio of over 40 restaurants across Taiwan, America and Canada.
The unit covers approximately 750 sq ft on the ground floor level with space for approximately 30 covers. The new Chinatown London site offers the brand’s range of Taiwanese fried chicken with five flavour options, alongside Taiwanese beer. Designed by an in-house team from Taiwan, the restaurant interior includes the core colours of gold, black and white. A Taiwanese local opera mask of Guan Jiang Shou, a mythical figure in folklore alleged to be the guardian of the King of Inferno in Taiwanese Buddhist tradition, also features within the restaurant design.
The brand takes its name from the Wanhua district, also known as Monga, the birth place of Taiwan culture. Also encompassing East Asian culture and traditions, their logo features Taiwanese TV host and celebrity, Nono, who created the brand alongside declared ‘King ofTaiwanese fried chicken in the South’, Mingdao Liu.
Commenting on the news, Julia Wilkinson, Head of Group Restaurant Strategy at Shaftesbury, said: “We are thrilled that Monga selected Chinatown London for their firstrestaurant in the UK. We regularly travel to China and the surrounding region to find the most exciting cuisines and innovative flavour creations. The opening of Monga represents our dedication to showcase interesting food and beverage trends happening in East Asia, here in Chinatown London.”
Dragon Chan, European Master Franchisee of Monga said: “Having seen the success of Monga in North America, I wanted to bring this successful Taiwanese brand to London andcouldn’t think of a better destination than Chinatown London. We are delighted to sit alongside many leading Asian restaurants and bringing the West a flavour of the East.”
This follows the recent announcement that international cyber café brand, Wanyoo Café, is to make its European debut at 77-79 Charing Cross Road in London’s West End, part ofShaftesbury’s Central Cross Development.
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Shaftesbury owns and manages a 15-acre property portfolio in the liveliest parts of London's West End. Focused on restaurants, leisure and retail in the highly popular, sought-after and prosperous locations of Carnaby, Seven Dials and Chinatown, it also include substantial ownerships in East and West Covent Garden, Soho and Fitzrovia.
The portfolio comprises nearly 600 shops, restaurants, cafés and pubs, extending to 1.1 million sq. ft., 593 apartments and 0.5 million sq. ft. of offices. All our properties are close to the main West End Underground stations, which currently handle c 228m passenger’s p.a., and are within ten minutes’ walk of the two West End transport hubs for the Elizabeth Line, at Tottenham CourtRoad and Bond Street, which projections indicate could be handling 200 million passengers annually by the mid-2020s.
Shaftesbury 在伦敦最有活力的西区(WestEnd)拥有、管理的地产组合总面积达到 15 英亩 。这些以餐饮、娱乐和零售为主的地产组合集中于卡纳比大街(Carnaby)、七晷区(Seven Dials)和中国城(Chinatown)区域。同时，Shaftesbury 在科文特花园(Covent Garden)东、西两侧、Soho 区和菲茨罗维亚区(Fitzrovia)也拥有大量地产。
Shaftesbury 的地产组合包括近 600 家商户、餐厅、咖啡厅和酒吧，总面积达到 110 万平方英 尺;另外，Shaftesbury 还拥有 593 间公寓和 50 万平方英尺的办公空间。Shaftesbury 的地 产不仅全都毗邻伦敦西区的各大地铁站(年客流量达到 2.28 亿)，同时紧邻横贯城铁“伊丽莎 白线”(Elizabeth Line)上两个西区交通枢纽站——托特纳姆法院路(Tottenham Court
Road)站和邦德街(Bond Street)站均在步行 10 分钟范围内。据预测，到 2020 中期，这 两个枢纽站每年将接待超过 2 亿乘客。
China is changing and traditional values are being complemented by new ideals and trends, inspired by other parts of the Far East and the West. This is influencing what Chinese people and visitors expect in Chinatown. Shaftesbury understands this and is experiencing directly the evolution of China, spending time in its cities to see, taste and hear what is happening first hand.
Whilst inherently Chinese, under Shaftesbury’s long-term curation and partnership with the community, Chinatown is evolving to reflect the changes occurring in the Far East, creating is a mix of tradition and modernism that makes cities such as Shanghai, Beijing, Tokyo and Seoul some of the most exciting places in the world.
中国正在经历翻天覆地的变化，而在东亚其它地区和西方的影响下，中国的许多传统价值也正 在和新的理念与潮流相融合。这样的变化也在影响着中国人与其他地方游客对中国城的看法与 期待。Shaftesbury 对这样的趋势有着深刻的理解，而且也对中国的高速发展有着直接的体会。 在过去的一段时间里，Shaftesbury 的一些员工被派往中国，亲自去观看、去品尝、去倾听今天 中国的脉搏。
虽然伦敦中国城本质上还是中国传统的延伸，但在 Shaftesbury 长期的精心策划与管理下，并且 在与当地社群的合作下，中国城正在成为反映亚洲巨变的一面镜子。如今，中国城和上海、北 京、东京、首尔等等许多令人激动的亚洲城市一样，成为了一个传统与现代相互碰撞、相互融 合的地方。