The survey polled U.S. run businesses in Guangdong, Fujian and Hainan provinces, as well as in the Guangxi Zhuang autonomous region and Chongqing.

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With its 52-outlet Hong Zhuang Yuan chain, a congee brand purchased in 2008, Jollibee improved the taste of the food, redesigned the restaurants and introduced new products.

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"It makes sense, and it's a good thing, " Zhuang says as he flips through the April 1971 cover story of Time, which chronicled the U.S. pingpong team's visit to China.

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