Case Study: Cartoon Characters Rejuvenate Chinese Cuisine

Dongfang Jibai (东方既白), the first Chinese cuisine chain introduced by Yum Group (parent brand of KFC, Pizza Hut, and Taco Bell), is reimagining traditional Chinese dishes for Generation Z (born 1995–2009). With Gen Z as the driving consumption force, brand rejuvenation is essential to connect values and products to customers who prioritize passion and interest.

About the role

To stand out in the competitive catering industry and make traditional Chinese cuisine appealing to Gen Z, Dongfang Jibai is innovating with bold, balanced ideas. As IP (intellectual property) marketing gained traction in 2021, UMS partnered with Dongfang Jibai to create a tailored IP solution: two China-chic cartoon characters inspired by the brand’s signature dishes—Baozi (stuffed bun) and boiled salted duck. These hand-drawn characters serve as storytellers on social media, deepening cultural engagement and drawing viewer attention.

Responsibilities

• Design and develop IP-driven marketing campaigns centered on two cartoon characters (Baozi and Duck) to promote traditional Chinese cuisine.
• Create themed storytelling content for social media, aligning with seasonal customs and cultural trends.
• Collaborate with creative teams to produce hand-drawn, Chinese-style visuals that enhance brand aesthetics and cultural resonance.
• Develop punchlines and narratives that blend humor, tradition, and modern appeal to engage Gen Z audiences.
• Extend IP-based content across promotions, including seasonal campaigns (e.g., Spring, Summer, Gaokao season) and product launches.
• Monitor and analyze campaign performance to refine strategies and maximize consumer engagement.

Requirements

• Experience in IP marketing, character design, or storytelling for digital/social media campaigns.
• Strong understanding of Gen Z culture and trends, particularly in the Chinese market.
• Proficiency in Chinese-style illustration or collaboration with illustrators to achieve a hand-drawn aesthetic.
• Creative ability to blend traditional Chinese culture with modern, youthful appeal.
• Familiarity with social media platforms and content strategies tailored to Chinese audiences.
• Excellent communication skills to convey brand narratives and cultural nuances effectively.

Benefits

• Opportunity to work on a high-profile campaign for a major international brand (Yum Group).
• Creative freedom to innovate and shape the rejuvenation of traditional Chinese cuisine for a new generation.
• Collaboration with a multidisciplinary team of marketers, designers, and storytellers.
• Potential for widespread recognition as the campaign targets a large, engaged audience (Gen Z).

For inquiries about how UMS can support your China marketing initiatives, contact Becty Yan, who leads the UMS Engage Domain—a team specializing in consumer engagement and performance marketing. Email: becty@umssocial.com.