In the Philippines the company boasts Chinese fast-food chain Chow King, Red Ribbon bakeries, Mang Inasal grilled chicken outlets, Greenwich pizza parlors and its U.S. chain Burger King franchises.

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"I spent a lot of time studying American fast-food merchandising and had heard how Chinese and Russians lined up for hours just to get their first McDonald's hamburgers, " says Oshima.

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Brands China Division, pointed out, they wanted to take the best ideas from the U.S. fast-food model and adapt them to serve the needs of Chinese consumers.

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Zhao Ping, a researcher at the Academy of International Trade and Economic Cooperation, told China Daily that due to their rising income levels, an increasing number of Chinese people are paying more attention to healthy eating, bringing new perceptions toward foreign fast-food brands.

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