Haidilao: Rooted in Culture, Defining Global Branding for a Leading Brand
In recent years, terms like “F&B globalization” and “global expansion” have become popular buzzwords among brands seeking growth. Compared to other industries, the F&B industry has been relatively late to the globalization game. It faces challenges beyond satisfying a “global palate,” including organization, talent, and supply chain management hurdles.
As one of the pioneers in the global expansion of F&B brands, Haidilao has spent 12 years exploring and evolving from “product export” to “brand export” and “cultural export.” It has provided global consumers with authentic Chinese dining experiences, using cuisine as a medium to promote traditional Chinese culture, while leading overseas Chinese dining into a new era of branding.
The Haidilao project is one of the featured entries in the 11th Hua & Hua Million RMB Super Marketing Competition 2024, which is exclusively sponsored by Yan Palace.
Today, Haidilao is the international Chinese restaurant brand with the widest global presence. In 2024, the authoritative British organization Brand Finance ranked Haidilao among the “World’s top 25 most valuable and strongest brands in the Restaurant brands” for the sixth time, with a Brand Strength Index (BSI) score of 90.8, naming it the “World’s Strongest Restaurant Brand” of 2024.
▲Image: 2024 World’s top 10 most valuable and strongest brands in the Restaurant brands
If Haidilao’s management expertise, product innovation, and differentiated services are the core factors behind its success in entering overseas markets, then its continuous investment in brand building and cultural promotion is the key driver of its growth in the global market.
From “expanding abroad” to “gaining a foothold,” Hua & Hua has worked alongside Haidilao for eight years, helping it shape its global brand identity. While Haidilao’s business model may not be easily replicable, this case offers a clear glimpse into how a leading brand refines its internal branding capabilities to achieve global success.
1.Global Brand Definition: Rooting Brand Culture Through the Brand Trinity.
How do you build a global brand? The first step is defining the Brand Trinity. Hua & Hua’s Brand Trinity consists of “Product Structure,” “Discourse System,” and “Sign System.” Addressing any brand issue revolves around these three pillars, which together form the foundation of the brand. These elements are not separate but interconnected, working as a cohesive system. The Brand Trinity represents a systematic approach to brand building.
You might wonder: after eight years of collaboration, why is Hua & Hua still working on the Brand Trinity for Haidilao? Isn’t this something that should have been completed at the very beginning?
In reality, for every client, regardless of the industry or how long we’ve worked with them, Hua & Hua reviews the Brand Trinity annually. We continuously review the existing framework to evaluate progress in the Product Structure, Discourse System, and Sign System, ensuring the brand evolves and adapts effectively over time.
A Universal Cultural Matrix: Creating a Super Sign Recognized and Loved Worldwide.
Let’s go back to 2015, the moment Haidilao and Hua & Hua began working together.
When Haidilao partnered with Hua & Hua, it was already highly successful. Without any advertising, its restaurants consistently had long queues, with customers waiting for one to two hours to be seated. Its service had become an industry benchmark, even sparking trends like “learning from Haidilao” across various sectors. As one of the first Chinese restaurant brands to expand internationally, Haidilao had achieved success through strategies such as establishing local supply chains and developing localized flavors, making it a favorite destination for Chinese students studying abroad and influencers. However, its English branding proved to be a major obstacle. The name was difficult to remember and communicate effectively, which hindered its cultural transmission.
During our research, we found that while Haidilao is widely recognized, its visual identity remains unclear to most people. Over 20 years of development have built substantial brand equity, yet few could accurately describe Haidilao’s logo. Some described it as wings, others as waves, and some even guessed “three strokes.” This shows that Haidilao’s previous logo had not become a strong brand asset. In effect, a valuable strategic tool had been left unused.
Our primary task was to create a global Super Sign for Haidilao, rooted in a world-class cultural matrix.
The ultimate goal of a Super Sign is to amplify a brand’s innate drama. Haidilao’s name contains the word “Hai” (meaning “sea”), which inspired us to leverage the globally recognized English word “Hi.” As a greeting, “Hi” is believed to have originated in the early 1900s as a short form of “Hello,” gaining popularity in the 1920s and 1930s in the United States before becoming a universally understood expression.
While “Hi” is a common symbol, our challenge was to make it uniquely Haidilao. Coming from Sichuan, the home of spicy hotpot, Haidilao’s identity wouldn’t be complete without a nod to its roots. We transformed the letter “i” into a chili pepper, highlighting its culinary and cultural attributes.
The outer frame of the symbol was designed as a speech bubble, a familiar motif in today’s digital world where relationships are often built through online conversations. This chat bubble connects Haidilao’s identity with the idea of social interaction and warmth.
A brand logo must be easily describable to maximize its communicative and promotional power. Even for those unfamiliar with Haidilao, the “Hi” logo makes the brand instantly recognizable. People can easily say, “It’s the restaurant with the ‘Hi’ sign,” creating an approachable and friendly association, as if Haidilao is naturally greeting its customers.
With the establishment of the Super Sign, Haidilao achieved a unified foundation for building brand equity. This symbol united the group’s three primary business divisions: international operations, delivery services, and Haidilao condiments. It established a cohesive visual identity and streamlined the consolidation of brand assets.
A Brand Ambassador That Only Grows Younger with Time!
Beyond the Super Sign, in 2024, we introduced a new Super Character for Haidilao: “Pansformer.” Every great brand is built on a powerful system of signs, and a leading brand needs a standout brand character to match.
At Hua & Hua, we believe a brand character is not just a mascot but a perpetual ambassador for the brand. Its personality, vividness, communication, and interactivity go beyond the limitations of a static Super Sign, enabling a deeper connection with consumers. With a brand character, the brand gains a long-term asset that can be continually invested in and built upon. It doesn’t age, fall ill, or fade away; instead, it evolves with the times, becoming ever more dynamic and youthful.
The key to a successful brand character lies in identifying a cultural archetype that resonates universally. This instantly creates familiarity and taps into the collective subconscious of the audience.
For Haidilao, we found the perfect representation: the panda, a universally recognized and beloved sign of Eastern culture, as well as a natural fit for Haidilao’s identity.
The panda is not only a representative sign of Haidilao’s home province, Sichuan, but also one of the most recognizable and memorable cultural signs globally. However, with so many iconic panda designs in existence, how could we transform the panda, a shared cultural sign, into a Super Character uniquely belonging to Haidilao, one that could be both usable and trademarked?
We found the perfect sign: face-changing.
Face-changing is a hallmark of Sichuan culture and a celebrated form of traditional Chinese art. It is both a national treasure and a global wonder, making it an ideal choice to embody Haidilao’s distinct identity.
We preserved the panda’s most distinctive features—its black eye patches and round, chubby body—and dressed it in the classic Sichuan opera face-changing attire: a red-and-yellow hat, a red cape, and a face-changing fan. This customization transformed the universally recognized panda into a uniquely Haidilao Super Character, and thus, “Pansformer” was born!
As the saying goes, “A child must be both born and raised.” Similarly, a brand character must integrate into consumers’ lives. As a brand ambassador, we strive to give “Pansformer” as much visibility and presence as possible.
First, together with the Haidilao team, we developed a series of Pansformer toys. Netizens often joke that Haidilao is “a toy company disguised as a huoguo restaurant.” To enhance the dining experience for children, Haidilao distributes over 60 million toys annually, and each Pansformer toy serves as a free opportunity to spread the brand’s Super Sign.
Additionally, “Pansformer” has taken on the role of “Chief Dining Companion” at Haidilao restaurants, bringing joy and warmth to solo diners. Its adorable appearance has won over countless customers, with many sharing their experiences on social media:
“The server noticed I was dining alone and brought over this super cute panda to sit across from me. It was so well-behaved and melted my heart!”
“Went to the restroom and came back to find this giant panda sitting at my table, taller than me when seated. I couldn’t hold back my tears—so emotional!”
“A brand-new dining buddy with big, adorable eyes and a chubby, white, fluffy body. It’s just too cute!”
“As an introvert dining alone at Haidilao, I didn’t feel socially awkward at all with this cute panda plush keeping me company!”
……
At Haidilao’s “Hotpot Music Festival,” the moment “Pansformer” appeared, it instantly became the center of attention. Guests eagerly interacted with “Pansformer” and lined up to take photos together!
“Pansformer” has also become Haidilao’s first-ever Chief Cultural Ambassador, showcasing traditional skills such as noodle pulling, face-changing, and fire breathing across Europe, the Americas, Japan, Korea, and Southeast Asia.
Globalizing Huoguo Culture: Introducing the World to “Huǒguō”!
As Sam Hua once said, “In all circumstances, we must uphold our culture, our discourse, and our knowledge systems. These are the foundations upon which we build our product structures and advertising appeals. With the recognition and acceptance of 1.4 billion people, this is our greatest competitive advantage in international markets and our strongest asset for establishing a global presence.”
For hotpot to thrive in global markets, the acceptance of hotpot culture and knowledge is key. The first step was addressing the issue of a universal category name. After extensive discussions, Haidilao decided to promote the term “Huǒguō” globally, without alteration or translation. The aim was to have the world embrace the original name, making “Huǒguō” a word spoken by everyone.
The authority of language comes from its users. We believe that the more “Huǒguō” is used, the stronger its presence will become. As language acts as a form of social currency, when “Huǒguō” enters more conversations, it will create buzz, build reputation, and eventually spark a global trend.
We redefined Haidilao’s overseas discourse system, transforming the brand from something inexpressible to something universally communicable. By unifying the message and turning ambiguity into clarity, Haidilao laid the foundation for creating a global reputation.
The Key Is Rhetoric: A Brand Proverb That Lasts 100 Years.
Having a Super Sign and a brand character wasn’t enough—we began to think about whether a simple phrase could be created, something that consumers would willingly spread for us. Great ideas aren’t invented; they already exist, waiting to be discovered.
When we analyzed conversations around Huoguo and Haidilao, we noticed that consumers frequently and naturally used a powerful phrase: “No problem can’t be solved by a meal of Huoguo. If there is, have it twice!”
This phrase feels as if it were tailor-made for Haidilao, but unfortunately, it doesn’t include the brand name — the most important word, Haidilao.
Behind Hua & Hua’s creation of brand proverbs lies Aristotle’s principles of rhetoric—the art of persuading people to believe in something and inspiring them to take action. Rhetoric uses straightforward logic, simple words, rhythmic phrasing, or rhymes to create a sense of joy and resonance, making it both memorable and impactful.
Using Hua & Hua’s rhetorical techniques, we created the brand proverb: “Haidilao, Happy Now!” The phrase conveys an emotional connection with consumers, sparking joy and resonance. It also fulfils the criterion of rhyme and rhythm, as these elements create a sense of delight. This delight bypasses psychological resistance, allowing consumers to happily embrace the message.
A Catchy Tune You Can’t Help But Laugh Along To.
With the brand proverb in hand, the next question was how to make it go even further.
The answer? A melody! Songwriting is a Hua & Hua speciality. Why a song instead of a story or a TV commercial? Because music has a higher recall and transmission rate, making it easier for people to remember and spread.
A brand melody is the ultimate expression of emotional wealth. As Schopenhauer once said, “Among all arts, music is the highest manifestation of will.” Music’s power surpasses that of spoken language. Its rhythm and melody evoke an instinctive resonance before any judgment is formed. This resonance strengthens the message, making it persuasive without the need for additional reasoning.
At Hua & Hua, our principle for brand songs is simple: adapt, don’t create. We chose a classic tune that instantly sparks happiness—the 1918 American song The Laughing Policeman, which was widely covered as Wonderful Rendezvous in the late 1960s. This song’s genius lies in its repetitive, infectious laughter: HaHaHaHaHa. The laughter maximizes its dramatic effect, and we repeatedly wove in the phrase: “Haidilao, Happy Now! HaHaHaHaHa.” This created a strong association between joy and Haidilao, embedding the brand in a cultural matrix of happiness.
This year, to celebrate Haidilao’s 30th anniversary, we exclusively launched this catchy theme song in China. It quickly soared to the top of Douyin’s challenge chart, garnering over 63 million impressions. Netizens enthusiastically commented: “Completely hooked on the addictive HaHaHaHaHa Song…” This release was limited to China, as the song is not licensed internationally.
By integrating the Super Sign, Super Character, brand proverb, and brand melody, we developed a comprehensive solution for Haidilao’s global brand definition.
2. Themed Products, Productized Themes, and a Marketing Calendar that Creates a Brand Rhythm.
“Haidilao is getting more creative than ever!”
“Haidilao has launched another new product!”
……
Recent years, Haidilao’s eye-catching new products and marketing initiatives have led many to exclaim: Haidilao has changed—it has become much more in tune with younger audiences.
In fact, Haidilao always had new product launches in the past, but they were introduced quietly and phased out just as subtly, focusing on steady execution. However, in an era where consumer habits demand novelty and change, and market competition is increasingly intense, it became essential to create unified topics and amplified communication.
From Hua & Hua’s perspective, brand management requires focus rather than fragmentation. While there should be room for customized initiatives, it is equally important to maintain standardized actions. Effective brand communication demands concentrated, large-scale promotional efforts, as small, scattered campaigns are insufficient to create a powerful and impactful brand presence.
Since 2021, Hua & Hua has helped Haidilao establish a product marketing calendar system, involving every stage from product selection and design to tasting and testing. This comprehensive approach ensured that new product launches were systematically promoted and implemented across all locations. By taking the initiative in product innovation—the cornerstone of the F&B industry—Haidaolao unified the themes and actions for new launches nationwide.
Over the past three years, Haidilao’s marketing calendar has evolved into a standardized rhythm with five key marketing periods annually. Two primary menus guide all store launches nationwide: a fixed seasonal product launch menu and a themed menu that introduces new items based on occasional themes, such as holiday menus or late-night dining menus.
This clear marketing rhythm offers two major benefits: reducing costs and building brand assets. Externally, regular seasonal launches create anticipation among customers, establishing a habitual expectation that new dishes will be introduced at set times.
Starting in 2024, Haidilao accelerated its marketing cadence, increasing its nationwide product launches from twice a year to four times a year. This shift continuously delivers new value to customers. The brand’s widely celebrated “creative flair” also serves as an experiential innovation, enhancing dining diversity and providing fresh reasons for customers to visit.
Rooted in the Spring Outing Tradition: Haidilao X Chibi Maruko-chan Spring Launch – “Call Maruko, Go Spring Outing at Haidilao”.
“To not enjoy spring is almost a folly.” The tradition of spring outings has been deeply ingrained in Chinese culture for centuries. Haidilao’s spring product launch leverages this cultural practice, tapping into the broad appeal of the iconic IP Chibi Maruko-chan. Together, we created the campaign slogan, “Call Maruko, Go Spring Outing at Haidilao,” to capture consumer attention and inspire action through this cultural matrix.
By integrating the sign system of Chibi Maruko-chan with the spring outing concept, we infused the spring product lineup and store atmosphere with fresh vitality, enhancing the seasonal dining experience for customers.
We also brought the card-flipping game, often played by Maruko and her friends in the animated series, into the dining experience at Haidilao. Diners who order any spring seasonal item and spend at least 100 RMB per table can participate in the “Card-Flipping Challenge” for a chance to win limited-edition Haidilao X Chibi Maruko-chan merchandise. Every piece of merchandise given out spreads a little more joy, ensuring the happiness continues!
Customers shared enthusiastic reviews:
“Haidilao really knows how to do it right!”
“Tonight’s meetup was all thanks to Maruko.”
“The Chibi Maruko-chan and Haidilao collaboration is almost too adorable!”
People’s Daily Praises Haidilao’s Regional Summer Launch: “Leishan Sour Soup Huoguo”.
At Hua & Hua, we believe that brands are built through specific, tangible products. Every successful product lays the foundation for the next, and continuous product innovation is the key to sustaining long-term business success.
Vast and diverse landscapes give rise to a rich tapestry of culinary traditions and cultural heritage. Among the many reasons people connect with a place, food culture stands out as one of the most profound, creating cherished memories and deep emotional bonds.
As an industry leader, Haidilao has both the ability and the commitment to bring regional delicacies out of the mountains and into the national spotlight. In the summer of 2024, the Haidilao team traveled to Guizhou to create its first regionally-themed product line. They introduced the Leishan Sour Soup Huoguo along with other new dishes, showcasing the fermented fish sauce of Leishan—a traditional craft and cultural heritage—on dining tables nationwide, inviting customers to “taste the tang of Guizhou in one bite.”
A brand is more than a commercial idea; it is a cultural phenomenon. Business is not just about enterprise; it is also about livelihoods. When a brand integrates into people’s lives, uplifting local communities and enriching regional cultures, it exemplifies what Hua & Hua calls “brand virtue.”
For the summer launch, Haidilao partnered with the government of Leishan County, Guizhou, hosting a ceremonial opening of the fermented fish sauce jars alongside the unveiling of the new products. This event highlighted Leishan’s sour soup cuisine and culture, while also setting a precedent for Haidilao’s role in supporting rural revitalization and local industry development. During the ceremony, the Leishan County Government officially appointed Haidilao as the “Designated Promotion Agency for Leishan Fermented Fish Sauce in Guizhou Province.”
Throughout the summer, Haidilao brought the unique features of Guizhou’s Miao culture to its restaurants nationwide. Guests didn’t need to travel to Guizhou to experience the melodic sounds of the lusheng (bamboo reed pipe) or the enthusiastic “high mountain flowing water” wine toasts. This fusion of taste and storytelling allowed Haidilao to deliver a culinary and cultural experience that not only delighted the palate but also sparked conversations far and wide.
Capturing the Attention of Art Students Nationwide: Haidilao’s Autumn “Draw a Cow, Win a Cow” Contest.
An old saying goes, "Eating beef in autumn brings longevity." Continuing the regional culinary theme from summer, Haidilao’s product team spent 600 days traveling extensively, conducting hundreds of rigorous evaluations to select the finest beef from the Hulunbuir Grasslands. Highlighting the origin of this premium beef, we created the slogan: "Savor the autumn aroma at Haidilao, with the rich flavor of Hulunbuir beef."
This campaign not only brought exceptional beef to the table but also showcased the heritage and value of its place of origin, offering customers an elevated dining experience.
To complement the launch of Haidilao’s autumn beef-themed products, we designed a unique and engaging activity: “Draw a Cow, and Haidilao Will Reward You with a Cow.” Customers visiting Haidilao could pick up special drawing paper to create their cow illustrations. Selected winners received “beef freedom”—a prize of approximately 250 kilograms of deboned premium beef worth 17,500 RMB, the equivalent of an entire cow! Eating a kilogram per day, it would take over a year and a half to finish the prize.
The campaign immediately ignited excitement, transforming Haidilao locations into impromptu art studios. Customers showcased their creativity in all forms, from professional art students to hidden talents among everyday diners. Comments from social platforms like Dianping highlighted the buzz:
“Spent five minutes eating at Haidilao and five hours drawing.”
“Haidilao should host art school entrance exams on-site!”
“I want to draw Haidilao because Haidilao is the real deal!”
……
This is how a brand integrates into people’s lives—creating a dining experience that’s not only enjoyable but also memorable and sharable. By sparking conversations and providing engaging moments, Haidilao turned its campaign into a topic of enthusiastic discussion.
Haidilao’s Revolutionary Winter Launch: “Rich Rich Rich Mushroom Soup” Arrives in November 2024.
This winter, Haidilao unveils a bold new creation after 300 days of meticulous development: the “Rich Rich Rich Mushroom Soup” Huoguo. The product’s name itself serves as its selling point—repeating the word “Rich” three times emphasizes its extraordinary richness and flavor. The slogan says it all: “300 days of development, super rich mushroom soup.”
Why is Haidilao’s mushroom soup so uniquely rich and flavorful?
Haidilao is the first in the F&B industry to use ultrafine grinding technology, breaking mushrooms down into 300-400 micron particles. The finer the grind, the smoother the texture. Combined with a three-stage simmering process and a slow, 60-minute boil, this technique produces an exceptionally rich and aromatic broth.
During the campaign, Haidilao leveraged the power of aroma as a sensory trigger. Smell, the sense most closely tied to instinct, directly connects to the brain’s hippocampus and amygdala, bypassing intermediaries. Unlike visual memory, which fades within hours or days, scent-based memories are long-lasting and deeply evocative.
Imagine walking near a Haidilao location, your stomach growling, and catching the powerful aroma of mushroom soup wafting through the air. Such an irresistible temptation is hard to resist! We warmly invite everyone to visit Haidilao and experience this groundbreaking winter delight firsthand.
3. Embedding in Late-Night Supper Culture: Awakening the Night Crowd and Establishing Haidilao as a Late-Night Supper Destination.
Late-night supper is all about the experience. It’s not just about eating to feel full; it’s about enjoying a relaxed environment with light snacks and drinks. To capture this audience, we proposed that Haidilao dominate the late-night supper timeslot by developing specific products and offering unique experiences. Through new late-night menu items and engaging activities, we aimed to make Haidilao synonymous with late-night suppers, encouraging customers to choose it as their go-to destination.
In 2022, leveraging the excitement of the World Cup, we launched the campaign “Watch All-Night Matches, Head to Haidilao,” marking Haidilao’s first major step into the late-night supper scene.
In 2023, we revamped the late-night supper menu and introduced the “Three Summer Supper Stars”: Braised Delicacies, Bullfrog, and Crawfish. The campaign slogan was: “Braised Delicacies, Bullfrog, Crawfish—Haidilao Late Nights Are the Best!” Additionally, we collaborated with the Sad Frog IP, transforming it into a charming dining companion. Sad Frog not only joined customers in games like rock-paper-scissors but also offered dining and drinking companionship. For added fun, it performed its signature hand-pulled noodle act upon request.
In 2024, Haidilao’s Late-Night Supper Strategy Leveled Up. Haidilao collaborated with the popular gaming IP Honor of Kings to host the inaugural HiPL King’s Tournament. Teams composed of Haidilao staff competed against professional players in intense matches. The top two teams from the tournament will go on to represent Haidilao at the 10th Honor of Kings National Corporate Competition.
This exciting esports event sparked enthusiastic reactions online:
“Haidilao is at it again with a new show! It’s the kitchen crew taking on pro gamers—singing, dancing, gaming, they really can do it all!”
Additionally, some restaurant staff even suited up as Honor of Kings heroes, surprising customers with interactive performances and creating a truly immersive experience.
Summary
Over the course of two collaborations spanning eight years, Haidilao and Hua & Hua worked together to establish a clear brand identity, solidifying Haidilao’s huoguo brand symbol and creating a global greeting. These foundational efforts have equipped Haidilao to thrive in the new era of international expansion, ensuring steady operations and paving the way for enduring success.
1. The Hua & Hua Brand Trinity serves as the foundational theory for brand management. Using the Brand Trinity as the starting point, we laid the groundwork for Haidilao’s brand development. Each year, we revisited the Brand Trinity to conduct evaluations from a global perspective, refining Haidilao’s sign system and discourse system to establish brand elements that resonate worldwide.
Super Sign: The globally recognized Super Sign “Hi” enhances the brand’s innate theatricality and injects cultural vitality.
Brand Proverb: “Haidilao, Happy Now!” acts as a secret code with consumers, creating joy and emotional resonance.
Discourse System: Embracing Cultural Confidence! By preserving our culinary heritage, Haidilao introduces the world to “Huǒguō”.
Brand Character: The universally beloved panda, adapted through Sichuan’s traditional face-changing art, was transformed into a unique Haidilao Super Character adored by everyone.
Brand Song: The cheerful “HaHaHaHaHa Song” creates instant happiness, continuously linking “joy” with Haidilao through a shared cultural matrix.
2. The marketing calendar acts as a brand ritual, transforming product launches into predictable events. Through this calendar, Haidilao established a consistent rhythm for introducing new products, aligning with consumer habits and creating a “biological clock” for its customers.
Four nationwide product launches each year, with themed products and productized themes, reducing costs while building brand assets.
Embedding in the late-night supper scene to provide customers with diverse brand experiences and services.
Translator | Rona Liang Yingqi
