Jia Guolong Starts Anew! Xi'bei Launches New Brand "Tianbian Casserole Braised Noodles"

MaticHoleFiller · 2026-03-24T15:30:01+00:00

A newly opened "Tianbiansha Claypot Braised Noodles" restaurant in Beijing's 798 Art District has an average per-capita consumption of 60 yuan and specializes in Northwest folk cuisine. It is affiliated with Inner Mongolia Xibei Catering Group. Consumers say the dishes are similar to early Xibei, and some consumers have encountered founder Jia Guolong. Xibei's official team has not yet responded.

MaticHoleFiller

2026-03-24 15:30:01

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On the afternoon of March 19, it was reported that a restaurant called “Tianbian Clay Pot Braised Noodles” recently opened in Beijing’s 798 Art District. According to Dianping, the average spending per person is about 60 yuan. The restaurant specializes in Northwestern folk cuisine and has been operating since January this year.

Notably, the business license information shows it is registered as Beijing Xibe Tenggeri Catering Management Co., Ltd. According to Tianyancha, this company is a subsidiary of Inner Mongolia Xibe Catering Group Co., Ltd., with Jia Guolong as the actual controller.

Some consumers commented that the dishes remind them of early Xibe, such as Hetao gluten and sour soup noodles, which taste similar to classic Xibe dishes. Others mentioned they once unexpectedly met Jia Guolong in the restaurant.

As of press time, Xibe has not responded officially.

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