During the New Year holiday, Beijing's catering enterprises employed diverse strategies—such as offering discounts, group-buying promotions, hosting New Year's Eve food parties, and integrating dining experiences with cute IPs—to ignite the city's vibrant festive atmosphere. Restaurants introduced a variety of incentives including discounts, group purchases, and complimentary gifts, organized New Year's Eve culinary events and themed light shows, and cleverly blended dining environments with charming intellectual properties. Time-honored brands also innovatively developed New Year’s meal sets that combine traditional techniques with contemporary flavors. As the holiday arrived, the catering market entered its peak season. Interviews revealed that Beijing’s catering businesses adopted multiple measures to stimulate dining consumption and enhance the city’s lively ambiance.
A representative from Xiabuxiabu Group shared that during this year’s New Year holiday, the group focused on three areas to boost consumption: IP campaigns, high-value activities, and innovative product categories. The group’s Xiabuxiabu brand launched new nine-grid platters and continued its Doraemon collaboration by releasing three limited-edition scenic thermal cups. Meanwhile, the Cha Mi Cha and Coucou brands jointly debuted a Year of the Horse-themed cup. Additionally, through enhanced scene experiences and product innovations, the group’s various brands added more fun to consumers’ dining experiences.
On December 30, 2025, at the Xiabuxiabu Xizhimen branch, it was observed that the outlet’s “Coca-Cola Refreshing Set,” which included limited-edition cards featuring the brand’s ambassador, attracted large numbers of young consumers and fans for early New Year celebrations. The store also launched visually appealing and practical merchandise—three limited “Doraemon Winter Secrets” scenic thermal cups—deepening the integration between the dining experience and the adorable IP.
At Haidilao’s Mudanyuan location, the brand introduced a themed interactive event named “Genuinely Aromatic, Full of Goodies—Let’s Scoop Up Good Luck Together,” targeting year-end gatherings and New Year’s Eve celebrations. Customers who ordered specific new dishes and met certain conditions could participate in a time-limited challenge to pick “lucky gems” and win prizes. During the event, fortunate patrons shared their surprises—such as “a black pig” and “gold bars”—on social media.
To create a spectacular year-end feast for residents and tourists and foster a joyous, festive atmosphere, the Beijing Municipal Commerce Bureau rolled out a series of high-quality, warm, and widely accessible specialty dining activities. Deputy Director Lu Huiling stated that, centered on the theme “Culinary Delights, Tasting the New Year,” nearly 100 catering enterprises and over 200 outlets curated gourmet feasts featuring international flavors, regional specialties, and classic Beijing dishes. More than 60 catering businesses offered discounts, group buys, and complimentary gifts, while brands like Quanjude, Xiang Shang Xiang, and Qiao Dongbei introduced special New Year’s meal sets.
Time-honored establishments such as Makai, Tongheju, Hongbinlou, Bianyifang, and Kaorouwan delved into traditional New Year customs and intangible cultural heritage, innovatively designing New Year’s sets that blend classic techniques with modern tastes, and unveiling a range of distinctive “festive dishes.” Notably, the late-night dining street at Chaoyang Joy City extended its operating hours until midnight on New Year’s Day. Gui Street hosted the “Wok-Hei Aroma, Gui Street Warm Winter Nights” event, collaborating with hot pot and barbecue brands to amplify the holiday spirit. Dining districts like Solana and Huaxi LIVE·Wukesong simultaneously launched New Year’s Eve food parties, themed light displays, and promotional activities, creating a coordinated citywide celebration.
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