A golden serving of crispy fries, paired with a medley of flavorful sauces—perhaps topped off with a sizzling sausage or a handful of meatballs. This, to many Belgians, is not just a snack, but a quintessential meal. "For them, having fries is as common as having rice for Chinese people," says Qiu Junfeng, a Chinese entrepreneur who has been running a fries shop in Belgium for 16 years.
In Belgium, fries carry more than just flavor—they carry cultural weight. As the country with the highest per capita consumption of fries, Belgium boasts over 5,000 fries shops and stands nationwide—virtually every village has at least one. In fact, the northwestern city of Bruges even opened a dedicated Fries Museum in 2018, known as Frietmuseum Brugge, drawing thousands of visitors each year eager to explore the rich history of the humble fries.
In 2012, the Dutch term "Frietchinees"—meaning "Chinese-style fries"—was officially added to the Van Dale Great Dictionary of the Dutch Language and named one of the words of the year in the Flemish region. The phrase spotlighted a growing trend: Chinese entrepreneurs running fries shops across Belgium. Among them, Qiu has become a familiar and respected figure.
Concrete actions to confront doubts
Happy Friterie, a beloved fry shop nestled in the Belgian town of Zottegem, has been run by Chinese entrepreneur Qiu and his wife since 2013. They took over the business from two local owners, and more than a decade later, they've earned the trust of their customers and kept the business thriving.
"Over a decade ago, Belgians had more prejudice against Chinese running fries shops," Qiu recalls, "They would question if Chinese could run a fries shop as well as they do." He accepted the skepticism with grace, which was the biggest challenge when they first opened the shop, adding, "Just imagine if a Belgian were to open a Chinese restaurant in China, we may also question its authenticity."
Across Europe and North America, fries are a staple on dinner tables. But Belgium—often hailed as the Kingdom of Fries—takes the craft to another level. "Here, fries must be double-fried," Qiu explains while operating his fryer. "The first round cooks them through, the second makes them crispy." To ensure every batch comes out golden and crunchy, he even adjusts oil temperature and frying time based on seasonal changes in humidity and temperature.
Hard work finally pays off. Since taking over Happy Friterie, Qiu says the shop's revenue has steadily grown year after year. "At the beginning, my biggest worry was that Belgians wouldn't accept us. If they didn't give us a chance, we wouldn't be able to show our abilities." He adds with a smile, "Many people are very supportive of us. When we arrived here, there were many customers that really connected with us"
Harnessing personal experience to empower fellow Chinese
It's estimated that Chinese entrepreneurs run over 800 fries shops across Belgium, but not every owner has seen the kind of success that Qiu has achieved. Since the outbreak of COVID-19, many Chinese fries shop owners have faced mounting challenges—from rising ingredient costs and aging equipment to stricter regulations and heavier tax burdens.
Beyond managing his own business, Qiu now serves as the President of the Belgian Association of Chinese Fries Shop Owners. "I took on this role because I want to help our members," he says. "When our members encounter issues regarding fries shops, whether language-related or other operational problems, I will help them."
Expanding opportunities for children
Qiu was 12 when he moved to Belgium with his parents; now, nearly three decades later, he's 41. He says he's "picked up some Belgian customs" and that he gradually embraces local ways of thinking.
Both Qiu and his wife grew up in Chinese restaurants. His parents worked in one before eventually running their own. Qiu himself began working at age 14, washing dishes in a restaurant owned by a family friend. "Back then, we didn't have many choices," he recalls. "Most Chinese who came here just wanted to earn more and live a better life."
Having grown up with limited options himself, Qiu now encourages his son to explore freely and pursue his own interests. His son is currently passionate about football, so Qiu makes sure to take him to training every week. He smiles, "We didn't have what they have now when we were young. Now we can nurture them, providing them with more opportunities and choices in the future."
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