Core Insights - The "Mountain Wild" dining trend is gaining popularity, with various brands expanding rapidly in the hot pot and barbecue sectors [3][4][5] - The rise of "Mountain Wild" hot pot has led to a surge in related dining concepts, including barbecue and small hot pot, which are attracting younger consumers [7][12] Group 1: Mountain Wild Hot Pot and Barbecue - Mountain Wild hot pot has become a significant trend, with brands like San Chu Shan planning to open 10 new locations in 2024, bringing their total to 20 [4] - The popularity of Mountain Wild hot pot is reflected in social media, with over 100,000 posts on Xiaohongshu and over 100 million views on Douyin [6] - New barbecue brands inspired by the Mountain Wild concept, such as Liu Zhenzhen Guizhou Barbecue and Xiao Pao Xiong Yunnan Barbecue, are emerging, featuring unique decor that immerses diners in a natural setting [7][8] Group 2: Product and Design Innovations - Barbecue brands are incorporating local ingredients like sand ginger and cilantro to create distinctive flavors, such as the sand ginger beef [10][11] - Small hot pot concepts are also adopting the Mountain Wild theme, with restaurants like Chongchun Mountain featuring natural decor and a menu focused on wild vegetables and traditional broth options [12] - Mountain Wild restaurants are emphasizing seasonal ingredients and local sourcing, with dishes like mountain vegetable dumplings and fresh river fish [13][22] Group 3: Market Dynamics and Consumer Trends - The Mountain Wild dining trend is characterized by a focus on natural aesthetics and local ingredients, appealing to consumers seeking a connection to nature [17][18] - The operational model often includes self-service or semi-self-service options, making dining more affordable, with average prices ranging from 60 to 80 yuan per person for barbecue [25][26] - The success of the Mountain Wild model indicates a shift in consumer preferences towards experiences that offer emotional and sensory connections to nature [27][28] Group 4: Broader Industry Implications - The Mountain Wild dining trend represents a broader movement in the food industry, where traditional dining concepts are being reimagined with innovative themes and operational models [27][29] - The integration of self-service and automated systems is becoming a common strategy to reduce costs and enhance customer experience across various dining formats [35][44] - Brands are encouraged to explore authentic connections with nature, moving beyond superficial themes to create genuine dining experiences [45]