Haidilao served over 14 million customers during the 9-day Spring Festival holiday

Shanghai Securities News, China Securities Journal (Reporter Luo Maolin) — On February 25, it was reported that during the nine-day Spring Festival holiday, Haidilao’s nationwide stores served over 14 million customers.

During the Spring Festival, Haidilao created a festive atmosphere around family reunions and gatherings with friends through store decorations, interactive activities, and new seasonal products. For example, Haidilao launched the “My Little Pony” Year of the Horse New Year series, featuring co-branded desserts, themed kids’ meals, and interactive games to enrich the dining experience during the holiday.

Some cities’ Haidilao locations also introduced differentiated Spring Festival products. In Hangzhou, certain stores drew inspiration from purple ingredients and the cultural meaning of “Purple Qi Coming from the East, Wishing for Good Luck,” launching three “Purple Prosperity Dishes”: “Purple Fortune Cabbage,” “Purple Qi Brings Good Luck,” and “Colorful Potatoes for Wealth.” In Nanjing, some stores offered koi-shaped steamed buns, allowing customers to more intuitively feel the festive atmosphere during their meals.

A Haidilao representative stated that as young people increasingly become the main organizers of Spring Festival plans, Haidilao’s presence in their lives is also growing — from familiar dining scenes on regular days to more family reunions and gatherings with friends during the holiday. After the holiday ends and people return to the city, it also becomes the first gathering for many to “kick off work.”