JEDDAH : Nesma, the official franchisee of Chowking in Saudi Arabia, is proud to announce the successful grand opening of its newest branch at Sultan Mall, Jeddah. As a key brand under the global Jollibee Group, this launch marks a significant milestone in Nesma’s mission to deliver the authentic, wok-fired flavors of Chinese-Filipino cuisine to a diverse and growing audience in the Kingdom.
The opening celebrations began with a Soft Opening on Friday, January 16, followed by an official Ribbon Cutting Ceremony on Saturday, January 17. The event was distinguished by the presence of the Philippine Consul General, Rommel Romato, whose attendance underscored the brand’s cultural importance to the Filipino diaspora and its role as a premier culinary ambassador in the Middle East.
Strategically situated in Sultan Mall, one of Jeddah’s prime retail hubs, the new branch is designed to serve as a bridge between communities. While the brand remains a “home away from home” for Filipino expats, Nesma has specifically curated the experience to attract asian expats and local Saudi palettes. By highlighting the fresh, bold, and smoky “wok-hei” (breath of the wok) flavors, Chowking is successfully introducing local foodies to a unique and high-quality stir-fry tradition.
A Message from the General Manager, Alejandro Serrano, of the Chowking Division at Nesma:
“We are incredibly honored to have the Philippine Consul General join us for this milestone at Sultan Mall. Under our partnership with the Jollibee Group, Nesma is committed to bringing world-class dining experiences to the Kingdom. This opening is particularly exciting because we are seeing a fantastic response not just from our loyal Filipino community, but also from local Saudi guests who appreciate the art of wok-cooking. We want Chowking to be a destination where every palette in Jeddah can find comfort and flavor, and Sultan Mall is the perfect place to make that happen.”
The Sultan Mall location features a modern store design that reflects the brand’s evolution under the Jollibee Group’s vision. From the legendary Chao Fan and savory Dim Sum to the iconic Halo-Halo dessert, the menu offers a range of freshly prepared meals designed to satisfy both traditional cravings and adventurous new tastes.
This expansion reinforces Nesma’s position as a leading operator in the Kingdom’s F&B sector and further solidifies the Jollibee Group’s global mission to bring the joy of eating to everyone, everywhere. #30
