“No-Show Chicken Rice” – M’sians Amused by Sarawak Vendor’s Creative Flight-Themed Mandarin Wordplay

Food vendors in Malaysia often have to be creative in order to stand out from the rest, considering how intense the competition is within the food and beverage industry.

One chicken rice vendor in Kuching, Sarawak, has done just that, as they’re currently going viral for their unique branding.

The 126 Laksa hawker centre took to their Facebook page to introduce the chicken rice vendor, 放飞鸡 No-Show Chicken Rice, after they had opened a branch at the premises.

The chicken rice vendor’s name is 放飞鸡 No-Show Chicken Rice while using the Mandarin term 放飞机 (Fang Fei Ji), which means no-show (someone who doesn’t show up for plans or cancels plans last minute) as wordplay.

Though, instead of using 放飞机 (Fang Fei Ji), which can literally be translated to ‘missing a plane/flight’; they substituted the Mandarin word for ‘chicken’, which is 鸡 (Ji), because, well, they sell Chicken Rice.

Their menu items also have flight-themed names such as ‘economy class’ and ‘business class’, and their staff can be seen dressed in pilot costumes.

Considering the unique and humourous branding, many were quick to share their amusement. 

You can check out 放飞鸡 No-Show Chicken Rice here.

What do you think of their creative branding? Do feel free to share your thoughts in the comment section.

Also read: Bangkok’s Famous Michelin-Starred Street Food Vendor, Jay Fai, Plans to Close Shop & Retire in 2025!