Established in 2015, Tai Er is an innovative F&B brand that spreading via Internet, focusing on its signature dish: Chinese sauerkraut fish. Tai Er has expressed the attitude of being "Er" (one-track mind or seemingly silly) in an interesting way with Internet interpretation, and insisted on innovating the traditional culture, advocating that sauerkraut tastes even better than fish, which turns the sauerkraut with a 3,000-year history into a symbol representing Chinese lifestyle and culture.