Restaurants in Chengdu, in southwest China's Sichuan Province, are pioneering new consumption scenarios and diversifying business formats to attract more customers and enhance the dining experience.
One such venue is breaking the mold by blending local culture with the dining experience. Rather than relying on a traditional fixed stage and seating layout, it offers a unique, immersive space where guests are fully engaged. This innovative approach integrates various art forms with Sichuan cuisine, allowing diners to enjoy not only the food but also live Sichuan opera in a fully immersive environment.
For around 200–300 yuan (about 28–42 U.S. dollars), consumers can experience traditional makeup, pose for commemorative photos, and dress in Hanfu -- the traditional attire of the Han ethnic group -- before fully immersing themselves in the dining experience.
"It provides an immersive experience, and everything from the makeup to the styling is so beautiful," said a customer.
Yang Zi, founder of the restaurant brand, explains that the performances feature stories from Sichuan, integrating cultural storytelling with a complete dining experience.
"The show features stories from Sichuan, blending cultural storytelling with a full dining experience. This is a niche in the catering industry. Since opening, we've hosted over 200,000 visitors," said Yang.
In Chengdu, diners can not only enjoy a meal while watching live performances, but also board a boat, savor local hotpot, and take in the night view of the Jinjiang River as it flows through the city. During the May Day holiday alone, this unique dining experience attracted 194,800 visitors.
The combination of dining and cultural tourism is creating new consumption scenarios for the catering industry. According to the National Bureau of Statistics, from January to April this year, China’s catering revenue reached nearly 1.82 trillion yuan (about 252.6 billion U.S. dollars), marking a year-on-year increase of 4.8 percent.
Moreover, the revised regulations aimed at promoting the healthy development of the country's catering sector are expected to bring new growth points to the catering market.
"In terms of boosting consumption, more measures focus on expanding and diversifying consumption scenarios, methods, and business formats. Additionally, efforts are being made to tap into internal management potential by improving the quality of traditional catering businesses and enhancing scientific and standardized enterprise management to improve overall operational standards," said Xing Ying, president of the World Federation of Chinese Catering Industry.
Chengdu restaurants innovate dining with cultural experiences, diverse formats
