Core Insights - The domestic consumption market in China is evolving, with a growing preference for domestic brands that emphasize quality and cultural heritage, while foreign brands are losing their allure [1] - The new Chinese-style dining sector is emerging as a high-growth area, with market size expanding from 62.9 billion yuan in 2021 to 90.7 billion yuan in 2023, indicating strong development momentum [1] - The integration of traditional culture with modern dining habits is crucial for the sustained popularity of new Chinese-style dining [1] Group 1: Brand Strategy and Cultural Integration - Tastin, as a pioneer in hand-rolled Chinese hamburgers, has deeply integrated Chinese culture into its brand, emphasizing "Chinese flavor" and a mission to preserve historical cultural narratives [1] - Tastin's collaboration with the popular IP "National Treasure" aims to create a comprehensive traditional culture dissemination system centered around festivals, enhancing consumer understanding of Chinese cultural traditions [3] - The brand's 2024 campaign, themed "Gathering for the Chinese New Year," features a limited edition product inspired by a national treasure, reinforcing emotional connections to traditional Chinese New Year celebrations [5] Group 2: Seasonal and Cultural Marketing - Tastin effectively captures the significance of the 24 solar terms in Chinese culture, using them as a creative entry point for brand storytelling [7] - The brand has developed a series of creative posters that link the 24 solar terms with national treasures and its products, enhancing cultural appreciation among consumers [12] - Tastin's collaboration with the Yellow Crane Tower for a cultural food experience exemplifies the integration of culture and commerce, driving tourism and cultural dissemination [14] Group 3: Cross-Industry Collaborations - The partnership with Dunhuang Museum for a New Year campaign combines culinary offerings with cultural aesthetics, appealing to consumer desires for auspicious beginnings in the new year [14][15] - Tastin's innovative approach to cultural marketing not only promotes traditional customs but also revitalizes the tourism industry by creating unique cultural experiences [14]