Core Viewpoint - The article discusses the rising popularity of Haidilao in South Korea, driven by celebrity endorsements and effective localization strategies, which have led to increased consumer interest and engagement in the brand [4][5][8]. Group 1: Celebrity Influence - The influence of K-pop stars, particularly BLACKPINK's Jisoo, has significantly boosted Haidilao's visibility in South Korea, with events like her birthday celebration at a Haidilao location generating substantial media attention and fan engagement [5][7][16]. - The phenomenon of Korean celebrities dining at Haidilao has created a "check-in effect," encouraging fans and consumers to visit the restaurants, further enhancing the brand's appeal [16][17]. Group 2: Market Strategy and Performance - Haidilao's success in South Korea mirrors its early growth in China, characterized by a limited number of stores that create a strong draw for consumers [9][10]. - As of September 30, 2023, Haidilao had 20 stores in East Asia, with 9 specifically in South Korea, indicating a strategic focus on maintaining high demand through exclusivity [10][12]. - The average consumer spending at Haidilao in South Korea was reported to be approximately 40,000 KRW (around 1,990 CNY) during high-profile events, showcasing the brand's ability to attract premium customers [20]. Group 3: Localization and Service Innovation - Haidilao has tailored its services to meet local preferences, such as offering free fruit and personalized dining experiences, which resonate well with Korean consumers' expectations for value and social dining [13][15]. - The introduction of localized menu items, including kimchi hot pot, reflects Haidilao's commitment to adapting to local tastes while maintaining its core offerings [15][16]. Group 4: Financial Performance and Challenges - Haidilao's parent company, Tehai International, reported a revenue of $214 million for the third quarter of 2025, marking a 7.8% year-on-year increase, although net profit saw a significant decline of 90.43% [22]. - The company faces challenges such as rising operational costs and the need for customer experience enhancements, which have impacted profit margins [22][26]. Group 5: Leadership Changes and Future Outlook - The return of founder Zhang Yong as CEO signals a strategic shift aimed at navigating industry challenges and pursuing growth through diversification and innovation [24][26]. - Haidilao has launched multiple new restaurant brands under its "Pomegranate Plan," indicating a proactive approach to expanding its market presence and adapting to changing consumer demands [26].