当全运会遇见大湾区：抖音「广东DOU是好风光」助力粤菜引爆城市消费新热潮

Core Insights - The 15th National Games in 2025 will energize the Guangdong-Hong Kong-Macao Greater Bay Area, focusing on "technology empowerment, green low-carbon, and cultural integration" as core themes, creating diverse opportunities in "sports + culture and tourism" and "sports + consumption" [1] - The "Guangdong DOU is Good Scenery" initiative by Douyin Life Services and ByteDance Public Welfare aims to support local time-honored brands, food businesses, and intangible cultural heritage projects, enhancing both urban brand visibility and consumer potential [1] Group 1 - The event integrates influential athletes, local influencers, and specialty merchants, with Olympic champion Li Xiaopeng promoting Guangdong's intangible cultural heritage cuisine, achieving over 400 million exposures and 80,000 likes on a single video [2] - Ten major Guangdong cuisine brands collaborated with the National Games to launch creative campaigns, showcasing the cultural heritage and vitality of Guangdong cuisine, exemplified by the iconic dish from Xige Guangming [4] - Seven intangible cultural heritage food ambassadors utilized short videos and live broadcasts to promote Guangdong cuisine, effectively reaching target consumer groups [4] Group 2 - The sustained popularity of trending topics has been crucial for driving traffic growth, with various topics achieving millions of views and engaging users throughout the event [6] - During the event, 59,000 merchants participated, leading to a 153.37% year-on-year increase in restaurant consumption in core cities of the Greater Bay Area, reflecting a surge in consumer confidence [8] - The search transaction volume for Guangdong cuisine on Douyin increased by 88% year-on-year, indicating a significant impact on consumer behavior and demand [8] - The initiative successfully created a cultural tourism consumption brand for Guangdong cuisine, with Douyin planning to continue leveraging its platform advantages to support local businesses [8]