Where Asian Culinary Ambition Meets New York Expertise

SLU Group LLC is a New York-based consulting firm specializing in helping Chinese food and beverage brands successfully enter and grow in the U.S. market.

We were founded on a simple observation: some of the world's most exciting F&B concepts come from China — yet most of them struggle to cross the Pacific. Not because they lack quality, but because the U.S. market demands a different playbook. Regulatory requirements, consumer expectations, franchising norms, and operational standards all differ significantly from what brands know at home.

That's where we come in.

Our team brings deep expertise in both Chinese F&B culture and American business practice. We work directly with brand owners and leadership teams to design strategies that are realistic, legally sound, and built for long-term success. Whether you're exploring your first U.S. location or ready to scale a franchise model, we offer the guidance, local networks, and hands-on support to make it happen.

We don't believe in one-size-fits-all consulting. Every brand we work with has a unique story, and our job is to make sure that story lands — authentically and powerfully — with American consumers.