At the world's most iconic advertising stage, the power of Chinese food innovation is making itself seen. A large-format advertisement for MR. RISE instant fried rice—the flagship ambient ready-to-eat brand of Zhangzhou Tan Co., Ltd.—has appeared on the Nasdaq digital screen at New York's Times Square, marking the brand's first-ever debut at this globally celebrated landmark.
"Hot meal? Anywhere, anytime. 33 years, 156 countries."
This bold message communicates both the product's unmatched convenience and Zhangzhou Tan's deep-rooted confidence in its global reach.
33 Years of Aseptic Technology: Setting the Benchmark
The MR. RISE range is built on proprietary aseptic manufacturing technology refined through 33 years of development. By applying rigorous high-temperature sterilization and sealed packaging, this technology overcomes long-standing challenges of ambient preservation and texture. The result: no preservatives, no refrigeration required, and instant heat-and-eat readiness.
Whether on a mountain trail, in a hotel room, or during an emergency, consumers simply open the pouch and enjoy a steaming, authentic bowl in just 3 minutes. MR. RISE delivers "wok breath" and the distinctive texture of individual grains, making it appealing to consumers across cultures.
From Fujian's Food Heartland to the International Stage
As China's second-largest canned food exporter, Zhangzhou Tan has held the No. 1 position in several product lines (mushrooms, sweet corn, lychees) for over a decade. The Times Square debut symbolizes the evolution of Fujian's industry from "export manufacturing" to "global brand."
Driven by the core values of "benefiting society through healthy food, and guiding the world with Chinese standards," the company places consumer wellbeing at the center of its global strategy.
2026: Global Strategy Accelerates
2026 marks an accelerated phase of global market penetration. Backed by a distribution network spanning 156 countries, Zhangzhou Tan is bringing the warmth of Chinese food to European supermarkets, Middle Eastern convenience stores, and North American e-commerce platforms. The Times Square debut sends a clear signal to global partners: MR. RISE is ready for the world.
"TAN, just CAN."
— Zhangzhou Tan Co., Ltd.
Founded in 1994 in Zhangzhou, the "Canned Food Capital of China," Zhangzhou Tan Company is a leading international supplier of canned goods and ready-to-eat staples. By leveraging innovative processes and scenario-based products, the company leads the upgrade of the fast-food industry through OEM, ODM, and proprietary brand services, committed to becoming a global leader in the convenience food sector.
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