Core Insights - The food competition variety show "Yi Fan Feng Shen" has gained significant popularity, creating a closed-loop consumption chain in Changsha's dining market [1] - The show, launched by Tencent Video, features renowned chefs and has been dubbed the "most appetizing variety show of the summer" by viewers [1] - Following the show's airing, online orders for dining in Changsha have surged, with a year-on-year growth rate of 30%, leading among new first-tier cities in China [1] Group 1 - The show has led to a remarkable increase in demand for featured dishes, with specific examples showing over 94% week-on-week growth in orders for "Seafood Baked Rice" from Xu Ji Seafood [1] - The keyword search volume related to "Yi Fan Feng Shen" in Changsha has increased by over 191% week-on-week [1] - Meituan has launched a dedicated section for "Yi Fan Feng Shen," promoting featured restaurants and dishes to maximize the show's impact on local dining [2] Group 2 - Xu Ji Seafood, founded in 1999, has expanded its brand presence to cities like Shanghai and Shenzhen, adapting to new consumer trends by introducing late-night dining and casual food options [2] - The restaurant's strategy focuses on appealing to younger consumers, with over 70% of its patrons being young people, leveraging online platforms like Meituan and Dazhong Dianping for visibility [2] - The collaboration with Meituan has proven beneficial, as it enhances brand awareness and drives actual foot traffic to the restaurants, demonstrating a successful integration of food and entertainment [2]