Yum!(US:YUM) Zhong Guo Shi Pin Wang·2026-02-11 04:11Core Viewpoint - The collaboration between KFC and the seasoning brand Haorenjia has successfully created a unique fusion of fast food and traditional hot pot flavors, attracting significant consumer interest during the Chinese New Year period [1][5][13]. Group 1: Event Highlights - The event featured innovative food items such as the "Ears of Folded Root Burger" and "Shrimp Slipper Spicy Egg Tart," which combined traditional hot pot ingredients with fast food offerings, generating excitement among consumers [1][5]. - A giant burger, measuring 15cm in diameter and filled with various hot pot ingredients, became a social media sensation, driving foot traffic to the KFC store [1][5]. - The event atmosphere was enhanced by interactive games and themed decorations, creating a festive environment that resonated with the Chinese New Year spirit [5][9]. Group 2: Brand Collaboration - The partnership between KFC and Haorenjia is characterized by a deep understanding of local consumer preferences, allowing for a creative and culturally relevant dining experience [13][15]. - The collaboration aims to break traditional market competition by merging fast food with hot pot, appealing to younger demographics and enhancing brand visibility [13][15]. - A new customized product is set to launch in 2026, indicating a long-term commitment to innovation and collaboration between the two brands [15]. Group 3: Consumer Engagement - The event attracted over 30,000 visitors in a single day at the themed store, with a total of over 90,000 people engaged through various promotional activities [9]. - The campaign's success is reflected in the viral social media discussions surrounding the collaboration, indicating strong consumer interest and engagement [5][9]. - The initiative has effectively positioned Haorenjia's hot pot base as a staple in more households during the festive season, enhancing brand penetration [9].