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Shengzhou steamed buns from Qian Yu Chang, a time-honored food brand in Shaoxing. [Photo/Qian Lei]

Shengzhou steamed buns, a signature snack from Shaoxing in East China's Zhejiang province, are set to make their debut in Malaysia this month with the opening of a new outlet on Kuala Lumpur's Petaling Street.

The launch marks another step in the brand's global expansion following a successful opening in Los Angeles, United States, in June. Further plans are underway to enter markets in the Middle East.

Known for their distinctive handmade technique, Shengzhou steamed buns undergo a fermentation process of 8 to 12 hours, resulting in a soft, springy texture that resists hardening. Each bun is pleated by hand in a way that cannot be replicated by machines — a craft officially recognized as intangible cultural heritage in Zhejiang province.

Artisans handcraft Shengzhou steamed buns in a modern production facility. [Photo/Qian Lei]

Shengzhou is widely regarded for its snack culture, with an industry employing around 80,000 people. Local producers turn out approximately 7 million buns daily, generating an annual output valued at 5 billion yuan ($400 million). While hand-pleating remains central to the product's identity, modern freezing and packaging technology now allow the buns to be exported to markets including Honduras, Vietnam, and Cambodia.

The Los Angeles outlet saw strong initial demand, earning over $800 within the first hour of opening. The new Malaysian store — a joint venture with members of the local overseas Chinese community — will feature beef-filled buns tailored to regional tastes, priced at about 4 yuan each.

Qian Lei, director of the Shengzhou Snack Culture Institute and third-generation inheritor of the Qian Yu Chang brand, said the buns represent more than just food. "They are a cultural symbol that carries Shaoxing's culinary heritage to the world," she said.