“Food + Culture” has become the new password for the catering industry’s breakthrough. More and more local delicacies are going viral nationwide.
Beijing roast duck and milk skin yogurt have become must-try items for tourists visiting Beijing. For instance, milk skin yogurt became Beijing’s “new local specialty” last year, with Ziguangyuan selling 120,000 cups in a single day. Yunnan-Guizhou mushrooms and sour soup hot pot have also spread across the country. Earlier, Zibo barbecue’s lively atmosphere took the internet by storm…
Consumers’ yearning for exotic food and culture is making various local cuisines the secret to the catering industry’s success. As cultural tourism becomes a major driver of food consumption, how can catering professionals seize this opportunity?
What’s it like to eat thick soup noodles in a century-old Western-style building in Wuhan? “Food + Culture” becomes the traffic password for catering brands
Today’s consumers don’t just enjoy food—they also consume the culture behind it, including brand stories, local customs, and urban history. Against this backdrop, more local catering brands are using “food + culture” to open new growth channels.
For example, Wuhan time-honored brand Dehua Lou combines local snacks with intangible cultural heritage, strengthening the brand’s cultural attributes of century-old heritage to attract consumers. According to Chen Zhongda, Dehua Lou’s online operations manager, since last year, the brand has actively participated in local cultural activities like intangible cultural heritage fashion shows, allowing consumers to appreciate Hubei’s cultural heritage while tasting specialties like rice cakes and thick soup noodles.
Additionally, Dehua Lou opened a new store next to Wuhan’s century-old Western-style building “Bagong House,” combining local snacks with historic architecture to create a food destination that attracts young consumers and tourists.
Brands need cultural heritage and know-how to spread it
Beyond offline activities to enhance customer experience, some brands use live streams and short videos to boost content dissemination. For example, Beijing’s renowned brand Da Dong has maintained regular live streams across its national stores since February, including a special “Da Dong Sea Cucumber 40 Years: Deep Flavor” stream, creating regional buzz that extended beyond Beijing, further elevating the brand’s profile.
490,000 viewers watch Da Dong’s “dish explanation” live stream: How do catering brands get consumers to pay willingly?
Some local brands have found a solution—leveraging online platforms to effectively implant cultural labels into target audiences, influencing their value judgments and consumption choices.
Consolidating brand cultural labels through live streams to capture customer minds
This year marks Da Dong’s 40th anniversary. At this pivotal moment, the brand doubled down on online promotion, sharing stories about founder Dong Zhenxiang and the brand’s history.
According to Tang Mingji, Da Dong Group’s deputy general manager, the anniversary campaign included three online components: multiple store live streams, KOL + hotspot marketing, and six themed live streams. The six themed streams from March to April boosted brand exposure and fostered consumer understanding of Da Dong’s cultural value.
The first stream, “The Evolution of Beijing White-Feathered Duck,” featured Dong Zhenxiang discussing the farming history of ducks used for roast duck, expanding viewers’ understanding from just a dish to brand culture.
Celebrity interpretations were another strategy. The “Food in Travel” stream invited New Oriental founder Yu Minhong and CCTV host Liu Fangfei to discuss food and regional culture. The “Da Dong’s 40 Years of Craftsmanship: 28 Signature Dishes” stream featured director Chen Xiaoqing, attracting 490,000 viewers.
The six streams averaged 250,000 viewers each. Meanwhile, Da Dong offered combo packages on Douyin, converting traffic into sales. Tang revealed that from February to March, live streams drove 1.52 million RMB in GMV, with new customers increasing by 152% and redemption rates up 20%.
Packages weren’t just about discounts but communicating Da Dong’s dining value. Tang said, “They help potential customers understand what they gain from dining with us.”
Digging deep into cultural symbols to attract customers with “experience value”
Combining products with local culture to resonate with consumers has become a way for brands to differentiate themselves.
For instance, Anhui’s time-honored brand Liu Hongsheng partnered with the Hefei City Memory Museum to link traditional snacks with urban history, telling stories about dishes like “Winter Mushroom Chicken Dumplings.” Founded in 1873, Liu Hongsheng is a state-certified “China Time-Honored Brand,” with its dumplings recognized as Hefei intangible cultural heritage.
The brand also shares cultural tidbits on Douyin, like why the dumplings resemble “wontons” or why Hefei locals gifted them to relatives, attracting both locals and outsiders with fun topics.
Dehua Lou capitalized on Wuhan’s cherry blossom season with products like “Cherry Blossom Peach Tofu Pudding” and cherry blossom-themed videos, combining aesthetics with local culture. One video garnered over 300,000 views.
The brand also promoted a “Wuhan Breakfast Trio” online, highlighting local breakfast culture. Chen noted the combo sold over 10,000 units monthly, mainly to young people and tourists.
Using “flash sales” to attract customers, then retaining them with “experience value”
Hu Weiwei told Red Food Network that while online traffic brings visibility, solid offline operations are needed to convert traffic into repeat business. Liu Hongsheng’s sub-brand “Dumpling Noodle Lab” saw a 27% repurchase rate from flash sale customers.
During Douyin’s “Food Season,” Liu Hongsheng offered “Mini Lion Head Meatballs” at half price (0.9 RMB), requiring in-store redemption. Hu said, “When customers visit, they see the ambiance and other snacks, leading to additional purchases.”
The brand also combined live streams with “same-day/next-day delivery” for frozen buns, letting consumers naturally appreciate the freshness without explicit claims.
Systematic strategies to combat traffic anxiety: “Embracing platforms” key to long-term success
As “culture + food” strategies deepen, brands realize that products and stories alone aren’t enough for sustained competitiveness.
With short videos and live streams reshaping consumption habits, embracing online ecosystems and building professional communication systems has become crucial for lasting success.
Tang said Da Dong’s current goal is to “embrace online platforms and new media, abandoning the old notion that ‘good wine needs no bush,’ and systematically planning content and promotion.”
Today’s brands need professional, systematic communication systems rather than one-off content. Da Dong’s six live streams and influencer event took over three months to plan, with Douyin’s team helping train staff across 19 stores. Over 500 live streams in three months effectively spread the brand’s culture.
Hu noted young consumers’ desire to “discover hidden gems,” prompting Liu Hongsheng to move beyond passive waiting by actively reaching customers through “precise content + cultural resonance.”
Chen views platforms like Douyin as bridges between brands and users. In 2024, Dehua Lou opened 14 new stores in Wuhan (50+ total), relying on Douyin’s “Food Season” promotions to reach nearby users and smoothly transition through the initial customer-building phase.
In summary, as communication formats evolve and consumer demands shift, brands must stay sharp while transforming traditional craftsmanship and local culture into tangible value. Whether through systematic online strategies or targeted promotions, brands are ultimately enhancing competitiveness to ensure longevity.
