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Shanghai’s famous Majiang Mian (sesame paste noodles). Photo by Xu Ying via Pexels |
When Hollywood stars Tom Holland and Zendaya visited it twice during their press tour for “Spider-Man: Brand New Day” in late July, they sat with locals for ¥14 (US$2) bowls of sesame paste noodles.
The couple’s visit triggered an immediate sensation and gave the dish a new nickname: “Spider-Man noodles.”
Located on Yandang Road in Huangpu District, Wei Xiang Zhai was already a beloved place among Shanghainese.
According to the Michelin Guide, it was originally founded 80 years ago as a modest café serving cold drinks before rebranding as “Wei Xiang Zhai” (House of Good Taste) and starting to serve noodles and beef soup.
The star of the menu is majiang mian, an iconic dish with the new nickname.
The secret behind the dish lies in a classic recipe: springy, custom-milled wheat noodles coated in a rich, nutty sauce made from roasted sesame paste and creamy peanut butter.
The noodles are traditionally served with house-made chili oil, a savory stir-fried pork topping, and a side of clear beef broth.
Holland and Zendaya openly praised it in an interview with Vogue China.
While the shop previously relied on neighborhood love and local word-of-mouth, the Hollywood couple has drawn a wave of new international faces.
Speaking to China DailyWei Xiang Zhai shift manager Xue Mei noted that orders from foreign visitors have climbed steadily to 50 – 60 bowls a day.
This reflects a shift in modern tourism, where platforms like TikTok, Instagram, and YouTube are replacing traditional travel guidebooks.
Gen Z and Millennial travelers bypass hotel dining in search of authentic, viral local street food.
French tourist Capron Agathe told China Daily that she had discovered Wei Xiang Zhai on TikTok and that seeing peanut butter in a savory noodle dish was a new experience compared to her native France.
“An American food blogger with millions of followers came to film once, and after that we saw a surge in foreign tourists,” Xue said.
“Then, when visas were waived for the Republic of Korea, visitors from there followed suit. It’s been a gradual climb.”
This momentum extends far beyond a single noodle shop.
Other traditional Shanghai eateries are also experiencing a boom.
For instance, Chen Lina, founder of Wu You Xian, a crab-roe soup dumpling eatery, told China Daily that international visitors make up 80% of its customers since it got a Michelin star and went viral among global influencers.
To please foreign tourists without losing their authenticity, eateries like Wu You Xian are equipping their staff with handheld translation devices.