“Hanfu + Hotpot Party” under “Holiday Fun in Chengdu” Welcomes Tourists from around the World

Hanfu, or the traditional clothing of the Han ethnic group, are flowing long robes adorned with beaded floral embroidery and look fairy-like, dreamy, With the increasing prevalence of this ancient Chinese fashion, more and more Chinese young people begin to embrace it. Hanfu is making a comeback in a fashionable way among the youth.

In Chengdu, you can see such a scene: young people dressed in various hanfu sit in front of the simmering hot pot, enjoying delicious food. It looks as a group of ancient people are eating hot pot. On New Year’s eve, the sub-activity of “Holiday Fun in Chengdu” – “Young Chengdu! Hanfu + Hot Pot Party” was held in Kuanzhai Alley, Chengdu. It brought together hundreds of hanfu enthusiasts, creating a new scenario of cultural consumption “Hanfu + Hotpot”, which welcomes tourists and citizens to have fun in Chengdu during holidays.   

Key Word: Cultural Export

Showcasing cultural and creative hotpot derivatives featuring unique Chengdu cultural characteristics

Why can Chengdu become the focus of hanfu in China? Perhaps the hidden reason can be traced back to thousands of years ago. Chengdu has been rich in silk since ancient times and the silk has been exported abroad for thousands of years. And the Shu Brocade is one of the most famous Four Chinese Brocades, which also include Song (Suzhou), Yun (Nanjing) and Zhuang (Guangxi) brocades. Shao Yong, a poet in the Song Dynasty, once described the patterns of Shu Brocade in the poem “Thousands of Shu Brocades are in New Patterns”. Obviously, the rich silk, the well-known Shu Brocade, lay the cultural and technological foundation for Chengdu to become the city where hanfu enjoys the most popularity.

“In recent years, Chinese style gains popularity. We thus specially launched the “Hanfu + Hotpot Party” under the activity “Holiday Fun in Chengdu”. We invited prestigious Chinese cooking elite Mr. Peng Ziyu as the cook and integrated traditional hot pot and Chinese culture,” said the organizer of the activity. Chengdu did not mean to just come along for a ride. In fact, under the goal of building a world-renowned cultural city and an international consumption center, cultural communication brings the city more than simple shopping and consumption of tourists. “How to use the ‘hanfu prevalence’ to promote the accelerated incubation of urban cultural and creative IPs, so as to export traditional Chinese culture to the outside world and add more impetus to urban industrial development is where the key lies in.”

Tourists and citizens can experience traditional Chinese culture while eating hot pot. The site was decorated in antique style, which made the experience more unique. Hot pot derivatives featuring Chengdu culture, such as “Panda Spirits”, a cultural and creative product launched by Luzhou Laojiao, a famous Chinese spirits brand, hot pot scented candles of Xiao Long Kan Hotpot, co-branded hot pot toothpaste and cultural and creative hotpot condiment of Shudaxia HotPot were showcased and offered to participants for experience. The new model combining traditional culture with Chengdu’s catering cuisine as the carrier may be a “win-win” for the co-development of industries and culture. In addition, hotpot gift packages worth RMB 1,000, Xiao Long Kan instant hotpot products and Shudaxia cultural and creative products were also given to tourists and citizens at the site.

Key Word: Scenario Creation

Experiencing the new hot pot consumption form – “Hotpot + Hanfu”

Speaking of Chengdu gourmet, we cannot skip hotpot. As hotpot is the most representative cuisine of Sichuan cuisine, hotpot restaurants can be found all over the streets of Chengdu. According to the data of hotpot industry in 2019, hotpot is the most popular dish in Chinese catering, with the highest market share, accounting for 14%, and the market size reaching RMB 481.4 billion.

Due to such popularity, it attracted the attention of the capital market and all have come to share the pie. It can be seen that hotpot enterprises have geared up across the board to respond to the situation by strengthening the industry itself. Specific measures include beefing up the supply chain, implementing meticulous management, upgrading services, and improving the menu. To attract customers, hotpot enterprises have launched various marketing activities and brand activities to show their brands.

At the Conference to Build Chengdu into an International Consumption Center, taking the whole city as a big consumption scenario, Chengdu creatively proposed to create eight consumption scenarios to meet the public’ needs for a better life, in the Opinions on the Full Implementation of the New Development Concept to Accelerate the Construction of An International Consumption Center. And the launch of a series of activities themed on “Holiday Fun in Chengdu” will further lead tourists and citizens to experience the culture of Chengdu and the “slow life” of the city in the original, leisured and characteristic stores, through brand-new consumption experience.

In fact, food culture has a long history and is deeply rooted in Chinese culture. It is an important part of Chinese culture. And cultural marketing, has always been the marketing tool which catering enterprises prefer to. It is also the only way to realize consumption and brand upgrade, and to distinguish the competing peers. The “Hotpot + Hanfu Party” invited hundreds of hanfu enthusiasts, citizens and tourists to experience the new hotpot consumption form, which will further enrich the diversified consumption formats and improve the featured consumption scenarios, so that tourists and citizens at home and abroad can truly experience the charm of Chengdu as an international consumption center. 

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