天津72家青海籍拉面馆集中撤换招牌改为"青海拉面"[1]，南京、浙江、山东等多地同步推进这一更名行动[1]。此次更名坚持自愿原则，政府提供门头改造补贴政策支持[1]。存量老店采用"自有店名+青海拉面"双门头过渡模式，新增门店则优先使用"青海拉面"统一品牌标识[1]。
业内人士认为这是同源面食产业的分工升级和良性竞争，有利于推动兰州牛肉面产业规范化发展[1]。兰州牛肉面国际联盟主席梁顺俭表示，"两地同源面食形成的良性市场竞争，将有效倒逼地方政府及行业主体主动补齐产业短板"[1]。
2025年起，兰州官方对牛肉面产业出台精准发展定位及系列扶持政策[1]。兰州牛肉面2021年入选第五批国家级非物质文化遗产名录[1]，2025年成功入选首批中国消费名品名单[1]。
Seventy-two noodle restaurants operated by Qinghai natives in Tianjin have collectively replaced their signage to display "Qinghai Noodles" instead of the traditional "Lanzhou Noodles" branding, with similar rebranding initiatives simultaneously underway in Nanjing, Zhejiang, and Shandong provinces.[1] The name change adheres to voluntary participation principles, with local governments providing renovation subsidies to support the transition.[1]
The rebranding follows a phased approach tailored to different business stages.[1] Existing restaurants have the option to adopt a dual-signage model displaying both their original shop names and "Qinghai Noodles," while newly opened establishments are encouraged to adopt the unified "Qinghai Noodles" brand identity from inception.[1] According to Liang Shunjian, chairman of the Lanzhou Beef Noodle International Alliance, this initiative represents beneficial market competition between two noodle cuisines with shared origins, which "will effectively incentivize local governments and industry participants to proactively address industry shortcomings."[1]
The rebranding effort coincides with broader policy support for the sector. Starting in 2025, Lanzhou's municipal government has introduced targeted development strategies and a series of supportive policies for the beef noodle industry.[1] The industry has gained increasing recognition in recent years, with Lanzhou beef noodles being selected as China's fifth batch of intangible cultural heritage in 2021 and subsequently included in the inaugural list of Chinese consumer brand names in 2025.[1]