Specialising in Chinese-style burgers (中式汉堡）— made with hand-rolled buns and Chinese-inspired flavours — the Chongqing-founded chain entered Australia in 2024 and has since expanded across Melbourne and Sydney.
Launch Story can reveal that at least two more Weikoujia stores — one in Brisbane and another near UNSW in Sydney — are set to open, building on its existing presence, including four stores across Melbourne.
Founded in Chongqing in southwestern China in 2018, Weikoujia has grown to more than 200 stores across China and more than 18 overseas outlets in 7 countries, including Chile, Peru and Jamaica. Its international footprint has so far largely centred on developing markets, making Australia one of Weikoujia’s first major tests in a developed Western market.
The expansion also comes as a new wave of Chinese food brands looks overseas, moving beyond the now-familiar success of bubble tea and hotpot into new fast-food categories.
So what makes it a “Chinese” burger? The biggest difference is the bun. Weikoujia’s signature buns are hand-rolled following a 48-hour cold fermentation and baked fresh at 238°C, producing a chewy, slightly crisp texture closer to Chinese flatbread than a conventional burger bun.
The menu brings Chinese flavours into the familiar fast-food format, with offerings such as spicy chicken， green Sichuan pepper chicken, and Beijing roast duck fillings.
The Chinese burger category was pioneered by Tastien, founded in 2012. By November 2025, the chain had grown to more than 11,000 stores across China, helping turn the concept into a mainstream fast-food category and inspiring a wave of competitors. As competition intensifies at home, brands such as Weikoujia are now taking the concept abroad.
In Australia, Weikoujia has focused on high-density, multicultural areas with large international student populations, positioning its stores to appeal both to Chinese-Australian consumers already familiar with the category and local diners looking for something new.
The timing may also be in its favour. According to Expert Market Research, Australia’s fast-food market was valued at A$37.95 billion in 2025 and is forecast to reach A$49.06 billion by 2035. The burger and sandwich segment is expected to grow at 3.10 per cent annually, ahead of the broader market’s 2.60 per cent growth rate.
Weikoujia is also borrowing from China’s fast-food marketing playbook. Its “Crazy Wednesday” opening promotion, offering free spicy chicken burgers to the first 100 customers, takes inspiration from KFC China’s viral “Crazy Thursday” campaign.