Feature: Chinese vermicelli delights palates around the world

Chinese vermicelli-maker Li Fangzheng was thrilled when he found his noodles in a supermarket in Singapore.

As a little boy over forty years ago, Li played near the village vermicelli mill, never imagining that he would one day run a factory selling noodles to 15 countries.

Longkou vermicelli appeared over three hundred years ago around the city of the same name in the northeastern part of eastern China's Shandong Province. Local vermicelli, made from mung beans and peas was praised for its crystalline appearance and silky feel.

In the 1980s, factories producing inferior Longkou vermicelli cropped up across China and even abroad. Due to a lack of a registered brand, the reputation of local noodles suffered.

"I have to change the name when I export to countries where the brand is already registered. It's a shame. The only way out is to seek legal redress at home and abroad," said Li.

In 2002, China added Longkou vermicelli to the list of products with geographical limits, produced in specific areas. Longkou vermicelli has enjoyed a renaissance since then and the price is now six times higher than in 2005. In 2010, Longkou vermicelli was approved by the European Union, the first Chinese geographical indication product recognized by the EU

Yantai City where most of the vermicelli is made today, is home to 91 vermicelli companies. Each year, they churn out noodles worth 8 billion yuan (1.2 billion U.S.dollars) that are shipped to over 100 countries and regions, mainly by sea via the port of Qingdao. Asian countries are the main destination and a rail freight service may soon connect the city with markets in Central Asia.

About 85 percent of Li Fangzheng's vermicelli is sold overseas, mostly to Japan and the Republic of Korea. "As more and more Chinese travel abroad and the yuan becomes a more popular currency, I believe Longkou vermicelli will soon be an even bigger international success story," he said. Endi