The Chinese food delivery market in which GENU competes is the largest in the world. The number of active users of food delivery service platforms is nearing 460 million, and almost half of the users order food more than three times a week. As the habit of online food ordering has taken root in their everyday life, the annual turnover of the food delivery industry in 2019 reached 11 trillion yen. This market has continued to grow.

As China sees rapid advances with every passing day, many second-rate, inauthentic products are still circulated in the marketplace. Compared to Chinese cuisine which has been developed regionally in many different ways, there is less choice for international cuisine, including Western food. Food delivery service users, who use the apps within a limited delivery area regularly, are looking to access a wider choice of authentically delicious dishes more easily.