Counter measure recipe to redress enlightened dining
KFC is redefining the fast food industry by offering a free side order of culture to its menus, making it a hub for learning about China’s cultural treasures
What do you usually think about when you sit down in a fast-food chain restaurant and eat your quick lunch?
No, you don’t usually think about anything. You may just want to finish your burger, soda and fries — or maybe some extra barbecued chicken wings — as fast as possible and get on with your life.
Now KFC is bringing a twist to what people define as a fast-food chain, by adding a touch of Chinese culture to its restaurants, making it a family-friendly place to think, learn and explore the rich history of Chinese culture.
Early last month, the fast food chain was authorized to use the intellectual property rights from 17 cultural relic collections from the National Museum of China to create a chain of “national-treasurethemed” restaurants in 18 cities around China.
Sounds a little bit like an Indiana Jones film? Well actually, it might be more interesting, as the collaboration will implement interactive technologies such as virtual reality and augmented reality to enhance the dining experience, and enable them to gain an insight into deep Chinese culture while waiting for their burgers and wings.
“In 2018 we will not only be enjoying the food at a KFC restaurant, but also be able to explore the beauty of Chinese historical relics and learn the history and stories behind them,” said Joey Wat, chief executive officer of Yum China Holdings Inc., which operates over 5,400 KFC restaurants across China.
“The fast food chain will use its powerful resources both online and offline to tell an interesting story to the relics and let these national treasures shine all over the country,” she added.
Taking its theme restaurant in Shanghai as an example; the outlet will be decorated with Chinese lanterns. And using artwork by designer Zhang Lei, a multimedia demonstration will show visitors how a Chinese lantern works and its beauty from an aesthetic point of view.
At its downtown branch in Wuxi’s Chong’an Temple, a KFC restaurant has been transformed to resemble Furong Shuanglu Tu, a famous Qing Dynasty (1644-1911) painting that depicts hibiscus flowers and a pair of herons. It is expected to give its customers an immersive dining experience featuring ancient China — a cultural tour no one would have expected from a fast-food chain.
The company has also redesigned its packaging themes and interior decorations with traditional Chinese paintings.
“The impact of this collaboration will go beyond my expectations,” says Xu Chun, an established scholar in museology.
“Daily life is a reflection of culture, such as Disney. It has become a culture business and popular globally, just like KFC or McDonald’s.” she says. “Take a look at our train stations, the presence of those restaurants are everywhere.”
“To introduce our national treasures in these kinds of places will remind consumers of our own cultural treasures as they enjoy the fruits of consumerism. And it will remind them to take a tour of the National Museum of China. And remind them that China has its own cultural treasures and cultural industry,” she added.
“In the recent years, the fast food chain has worked on many collaborations in a variety of areas ranging from fashion, mobile games, comics and entertainment. It has also promoted Chinese traditional culture among the country’s youth through the themes of its Chinese New Year marketing campaign based on the Chinese zodiac signs,” said Wat.
“In 2018, we decided to work with the National Museum of China and create national-treasure-themed restaurants for the 17 pieces of collections of Chinese national treasures in the cities where they were originally found,” Wat said. “This will help promote the national culture to the younger generation, increase the presence of Chinese culture in the daily lives and enhance cultural confidence.”
Li Liusan, vice-director of the National Museum of China, said the authorization to use the intellectual property rights will help integrate traditional culture with everyday life. “We hope children and young people will learn more about Chinese culture as they eat.”
“The fast food chain has been in China for over three decades and has always devoted itself into the promotion of Chinese culture,” Wat says. “Each of the national treasures represents a moment in history, the kind of culture and the way of life at the time.”
She says the company hopes these treasures will not only stay in high school textbooks or museums, but really enter into people’s daily lives.