Dongfang Jibai (东方既白), the first Chinese cuisine chain store introduced by the Yum Group, the brother brand of KFC, Pizza Hut, and Taco Bell, is targeting Generation Z (born in 1995-2009) with traditional Chinese cuisine. With Gen Z who are always hunting for novelty being the main consumption force, the brand “rejuvenation” is becoming too important to neglect. This is especially true for brands trying to communicate their values and products to customers who are more likely to pay for whatever they are interested in or passionate about.
In addition, the Baozi IP was dressed in casual clothes. He held a pair of chopsticks in his right hand and introduced Chinese clay pot rice which he held in his left hand. This depiction was also based on Chinese Spring customs and shared with the audience the punchline “煲意盎然” (Here it changes the Chinese idiom “春意盎然” to “煲意盎然”. It means the smell of clay pot rice is in the air just like Spring is. ）
Our characters not only encourage consumers to take spontaneous participation in the promotion but also bring huge popularity to the company itself. For Dongfang Jibai, UMS extends customised social contents around two IPs, taking the rejuvenation of traditional Chinese cuisine as its center point.
For more information on how UMS can assist you in your China marketing activities, you can reach out to Becty Yan. Becty leads the UMS Engage Domain who are creative talents that specialises in consumer engagements and performance marketing. Contact Becty now via email: firstname.lastname@example.org.