Core Viewpoint - The trend of "pretty food" has gained significant traction among young consumers, driven by social media influence and the desire for visually appealing dining experiences [1][15][19]. Group 1: Popularity and Market Response - The concept of "pretty food" has led to the rise of numerous trendy restaurants, such as "Hu Qia" in Shanghai and "NEED" in Shenzhen, which have seen overwhelming customer demand, including long wait times and high secondary market prices for reservations [2][6]. - Social media platforms, particularly Xiaohongshu, have seen extensive engagement with the topic, with 370 million views and over 1.85 million discussions [1]. Group 2: Consumer Behavior and Experience - Many consumers prioritize the visual appeal and social media shareability of their meals over taste, indicating a shift in dining motivations [4][15]. - The average spending for a meal categorized as "pretty food" is around 100 yuan, which, while not excessively expensive, can still be a financial burden for many young professionals [13]. Group 3: Cultural and Social Implications - The phenomenon reflects a broader consumer culture where dining experiences are often commodified for social media validation, leading to a paradox where the pursuit of aesthetic dining can overshadow the intrinsic value of food [19][20]. - Young consumers are increasingly aware of the potential pitfalls of this trend, leading to a more critical perspective on the value of "pretty food" and its implications for personal identity and social status [16][18]. Group 4: DIY and Home Cooking Trends - There is a growing trend among young people to recreate "pretty food" at home, suggesting a desire to regain control over their dining experiences and to create personal rituals without the associated costs of dining out [21]. - The emphasis on aesthetics in home cooking reflects a shift towards valuing the experience of food preparation and consumption over mere visual presentation [14][20].

Core Insights - The commercial market in Beijing is experiencing a significant boost with the introduction of major new projects and flagship stores, enhancing the offline consumption landscape [1][29] - The number of new flagship stores opened in Q2 2025 has surged, outperforming the previous two years, indicating a strong recovery in consumer interest [2][29] - The focus on experiential and emotional value in consumer behavior is driving innovation in the restaurant and retail sectors, with brands emphasizing customization and unique experiences [10][29] Group 1: New Store Openings - In Q2 2025, Beijing saw the opening of 80 flagship stores, a substantial increase from 48 in the same period last year and 50 two years ago [2] - The first month of May recorded the highest number of new flagship store openings, with 31 stores launched [3] - The new openings included 13 national flagship stores, 5 North China flagship stores, and 62 Beijing flagship stores, showcasing a diverse range of brands [4] Group 2: Sector Performance - The restaurant sector led the way with 42 new flagship stores, compared to 33 in retail, indicating a strong trend towards dining experiences [7] - Emerging restaurant brands are actively expanding, while retail brands are also eager to enter the Beijing market, reflecting growing confidence [7][24] - Notable new restaurant concepts include unique regional cuisines and innovative dining experiences, appealing to both local and tourist demographics [17][24] Group 3: Consumer Trends - The consumer market is undergoing a transformation, with a shift towards rational spending and a focus on experience and value [10] - Brands are increasingly adopting a multi-faceted approach to create engaging shopping and dining environments, enhancing the overall consumer experience [10][11] - The rise of the "self-indulgence economy" is evident, with brands focusing on personalized and immersive experiences [10] Group 4: Policy Support - Various government initiatives have been introduced to stimulate consumption, including financial support for commercial projects and the promotion of flagship store openings [29][30] - The Beijing government aims to establish the city as a global flagship center, encouraging the introduction of high-quality brands and innovative concepts [29][30] - Upcoming projects and urban renewal initiatives are expected to further enhance the commercial landscape and consumer engagement in the latter half of 2025 [30]

Group 1: Consumer Demand - The demand for food on Xiaohongshu is characterized by diversity, with practical value as the foundation, while emotional and experiential values are increasingly emphasized [1] - Consumers are seeking sensory enjoyment and social media sharing experiences, as evidenced by the reading volume of "pretty meals" reaching 1.23 billion, a year-on-year growth of 4691%, and "atmosphere restaurants" with a reading volume of 2.8 billion, a year-on-year growth of 212% [1] - Health-conscious trends are significant, with searches for "low-calorie" increasing by 61% and "fitness and weight loss" by 59%, while price-sensitive consumers are prevalent, leading to high search volumes for terms like "affordable" and "discount" [1] Group 2: Product Innovation - Novel ingredients are emerging, with search indices for niche ingredients like Grace, dried mushrooms, and white jade crabs surging, exemplified by a 7040% increase for Shenwan pineapple [2] - The boundaries between tea and coffee are blurring, with a clear trend towards fusion and health-oriented products, such as Bawang Chaji's health tea standards and Heytea's sugar-free fruit tea series [2] Group 3: Regional Cuisine - The popularity of regional cuisines is rising, with local specialties like Chongqing hot pot (reading volume over 2 billion), Liuzhou snail noodles (over 1 billion), and Zibo barbecue (over 600 million) becoming significant traffic drivers [3] - There is a strong connection between regional cuisine and tourism, with users starting to search for food 1-2 months before domestic travel, and key decision-making occurring 10 days prior to travel [3] Group 4: Audience and Content Trends - The audience for food categories like hot pot, tea, and coffee is clearly segmented, with specific populations such as 11.68 million for Sichuan hot pot and 2.6 million for lemon tea [4] - Content preferences lean towards video and animated content for visual impact, while text and image content focus on clarity [5] Group 5: Differentiation Strategies - Brands are encouraged to avoid blindly imitating viral content and instead focus on their unique positioning, as seen in some restaurants in Changsha using titles that highlight regional exclusivity [6] - Cross-industry integration and cultural empowerment are becoming important, with examples like Hunan Museum launching limited edition foods that combine eating with cultural experiences [6] - The overall trend in the Xiaohongshu food industry is towards "diversified demand, innovative products, regional traffic, and contextual content," urging brands to accurately grasp consumer emotions and functional needs [6]