Global EditionASIA 中文双语Français
Culture
Home / Culture / Heritage

Counter measure recipe to redress enlightened dining

By Zhang Lei | China Daily | Updated: 2018-03-03 10:06
Share
Share - WeChat
Early last month, KFC 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-treasure-themed" restaurants in 18 cities around China. [Photo provided to China Daily]

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.

|<< Previous 1 2 3 4 Next   >>|
Most Popular
Top
BACK TO THE TOP
English
Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online 0108263

Registration Number: 130349
FOLLOW US