转自：北京日报客户端 老字号餐馆联名国民IP《西游记》，让不少顾客感到眼前一亮。记者近日走访发现，同和居、同春园、 马凯餐厅、庆丰包子铺、延吉餐厅、二友居等老字号纷纷变身"西游主题美食乐园"，消费者在品尝冬日 佳肴的同时，还能解锁收藏、互动等消费新体验。 走进同和居月坛店，浓郁的西游氛围扑面而来。店铺门口悬挂着"华天×西游记"盲盒徽章，在店里外卖 窗口、收银台等处，都有不少西游周边文创。"我抽中了最想要的'孙悟空'卡牌，这顿饭也太惊喜 了！"正在用餐的市民李女士举着刚拆开的盲袋，兴奋地与餐桌旁的西游主题装饰合影。 在同春园饭庄，"西行盛宴·臻味双人餐"成了最近消费者点餐的大热门，不光色香味俱全，菜名也颇有 讲究——"金箍破阵"是店里招牌菜响油鳝糊，色泽金黄、香气浓郁，"灵猴盗宝"是一道宫爆虾球，颗颗 饱满、酸甜适口，"莲台承福"是莲藕炖肘子，搭配寓意吉祥的"五行禅心"素什锦，每一道菜名都紧扣西 游剧情，造型设计也暗藏巧思。 "买套餐就能得到西游限定盲盒！"最近，市民小刘已经来吃了两顿套餐，获得两个款式不同的西游记角 色手办和主题周边，"套餐里本身也都是我们平时爱吃的菜，现在吃顿饭还能开盲盒，都有点吃上瘾 了。 ...

Group 1 - Beijing Huaten Group collaborates with the 1999 version of "Journey to the West" to create themed restaurants and launch themed set meals and blind boxes across various brands [1][2] - The collaboration is a continuation of the "Wuhua Tianbao · Journey to the West Feast" creative food market from the September service trade fair, aiming to attract younger consumers through immersive experiences [1] - The initiative includes a nostalgic element where consumers purchasing any themed set meal receive a random "Journey to the West Treasure Card" featuring characters like Sun Wukong and Pigsy, enhancing engagement through interactive zones [2] Group 2 - The partnership aims to establish emotional connections with younger consumers by leveraging a beloved animation IP, moving beyond traditional dining to create comprehensive consumption scenarios [2] - The strategy includes themed stores, limited-edition merchandise, and interactive experiences, transforming dining into a social sharing opportunity and refreshing the brand image of traditional restaurants in the digital age [2]