Core Insights - The Yunnan-Guizhou cuisine has transitioned from a regional delicacy to a national trend, with a projected market size of 34 billion yuan in 2024, reflecting a year-on-year growth of 6.9%, surpassing the overall growth rate of Chinese cuisine [1][2] - The number of Yunnan-Guizhou cuisine restaurants has exceeded 42,000 by August 2025, indicating a significant increase in market presence [2] - Douyin (TikTok) has played a crucial role in popularizing Yunnan-Guizhou cuisine, with related topics achieving over 10 billion views and significant engagement metrics [4][6] Market Growth - The market size for Yunnan-Guizhou cuisine is expected to grow from 31.8 billion yuan in 2023 to 36 billion yuan by 2025 [2] - The number of restaurants has seen a continuous rise, with a notable increase in chain restaurant presence [2] Brand Development - A variety of representative brands have emerged in the Yunnan-Guizhou cuisine sector, including brands like Qianjiapo and Tianweng, which focus on specific culinary styles [3] Social Media Impact - Douyin has been instrumental in the rise of Yunnan-Guizhou cuisine, with significant viewership and engagement on food-related content [4][9] - The platform has changed consumer behavior, making short videos a preferred marketing method for restaurants [9] Consumer Trends - There is a growing trend towards emotional value in dining experiences, with "beautiful food" gaining traction among younger consumers [22] - The demand for unique and adventurous food experiences is driving the popularity of unconventional dishes [27] Regional Expansion - The distribution of Yunnan-Guizhou cuisine restaurants is shifting, with a decrease in the proportion of restaurants in the Southwest region and an increase in first-tier and lower-tier cities [16][18] Cultural Integration - The cuisine is increasingly incorporating elements of ethnic culture, appealing to younger consumers' interests in cultural experiences [25] Flavor Trends - The popularity of sour and spicy flavors, particularly in the form of sour soup dishes, is on the rise, with many restaurants expanding their offerings to include various "sour soup+" dishes [30][31] Conclusion - The future of Yunnan-Guizhou cuisine is expected to focus on deeper exploration of regional characteristics, innovative applications of dishes, and enhanced social media engagement for business growth [32]

Core Viewpoint - The article discusses the emergence of a new trend in the restaurant industry termed "beautiful meals," which combines aesthetic presentation with unique culinary elements, leading to significant consumer interest and long queues at these establishments [3][18]. Group 1: New Restaurant Trends - The "beautiful meals" trend is characterized by a blend of various cuisines, particularly focusing on Yunnan, Korean, and a refined version of Jiangxi cuisine [19][33]. - Restaurants like "Hu Cha" and "NEED" have gained immense popularity, with long wait times reported, such as over three hours in Shanghai and 1,000+ tables on opening day in Shenzhen [12][14]. - The dishes offered often include unexpected combinations, such as Jiangxi-style dishes featuring ingredients like toast and cheese, which deviate from traditional culinary norms [10][18]. Group 2: Consumer Experience - The dining experience is enhanced through interactive elements, such as on-site cooking and personalized service, which contribute to a sense of engagement and emotional value for consumers [27][28]. - The ambiance of these restaurants is carefully curated to create a pleasant and aesthetically pleasing environment, often described as "relaxed mountain style," which attracts a specific consumer demographic [21][24]. Group 3: Market Strategy - The expansion strategy of these brands is marked by a controlled approach, focusing on high-traffic locations while maintaining a sense of exclusivity, which helps sustain consumer interest and brand longevity [29][33]. - The brands leverage social media and word-of-mouth marketing, allowing them to generate buzz without extensive advertising efforts, thus ensuring a steady flow of customers [24][31].