必胜客亮相图书市集，餐饮品牌为何越来越热衷“文化味”？

Core Insights - The article highlights the innovative approach of Pizza Hut in integrating cultural experiences with dining, particularly showcased at the Beijing Book Fair in Fall 2025, where new menu items and creative cultural products were well-received by attendees [1][5][10]. Group 1: Cultural Integration - Pizza Hut's new menu items, such as the secret sauce grilled beef burger and French butter chicken pizza, served as popular "energy stations" among over 300 cultural and creative booths at the book fair [1][5]. - The company has created unique postcards featuring iconic Beijing landmarks alongside its food offerings, merging Eastern aesthetics with Western cuisine [5][9]. - DIY keychains made from various food themes allowed attendees to engage in hands-on experiences, enhancing their overall enjoyment of the event [5][9]. Group 2: Consumer Experience Evolution - The shift in consumer expectations from mere sustenance to comprehensive sensory and emotional experiences is emphasized, with immersive dining and cultural products becoming key factors in dining choices [10][12]. - The immersive dining market in China has seen significant growth, with a project count increase of 303.4% and a market size growth of 266.8% from 2019 to 2023 [11]. - Young consumers are increasingly willing to pay for emotional value, with nearly 60% expressing a preference for experiences that enhance their emotional connection [12]. Group 3: Localization Strategy - Pizza Hut's localization strategy goes beyond menu offerings, incorporating traditional Chinese festivals and themes into its restaurant concepts, such as the "Chinese New Year" themed restaurants [9][13]. - The brand has developed various themed restaurants that resonate with younger consumers, creating social spaces that blend food, environment, and activities [9][14]. Group 4: Brand Evolution - Over 35 years in China, Pizza Hut has transitioned from being known solely as a "pizza expert" to a "lifestyle leader," reflecting a broader cultural journey that redefines dining and its cultural significance [17]. - The company has adapted its strategy to meet the emotional value demands of new consumer groups, transforming restaurants into spaces that combine dining, lifestyle, and social interaction [14][16].