With the resumption of live performances this year following the pandemic, concerts and music festivals have emerged as important drivers of local cultural tourism. According to data from the China Association of Performing Arts (CAPA), the second quarter of 2023 witnessed a remarkable rebound in large-scale concerts and music festivals, generating a staggering RMB 2.23 billion (approximately US$ 310 million) in ticket sales. This marks an eye-catching 738.6% increase compared to the first quarter of the year, with attendance skyrocketing by 611.7% to 4.82 million.
In Chengdu, a city known for its spicy cuisine and vibrant music scene, Xiao Zhi, the manager of a local KFC restaurant, found himself in the middle of an exhilarating whirlwind situation. With only ten days to prepare, his team had a daunting task of being ready to serve thousands of concert-goers attending a star-studded music event.
Xiao Zhi’s experience is emblematic of China’s concert craze. In Chengdu alone, stars like Mayday, Joker Xue, Jeff Chang, Jane Zhang, and Jacky Cheung have taken over weekends, showcasing the magnetic appeal of live music. According to local media, concerts in Chengdu generate nearly RMB 450 million (about US$ 62.5 million) annually and contribute around RMB 3.35 billion (roughly US$ 465 million) to the local economy, encompassing catering, tourism, and more.
KFC and Pizza Hut have both seized the opportunity presented by this concert frenzy in Chengdu. In July and August alone, KFC was present at four major concerts, while Pizza Hut participated in seven. Circling back to Xiao Zhi, despite the tight schedule, soaring demand, and limited time for preparation, Xiao Zhi’s team was ready in time and successfully supported the concert. To adapt to the unique characteristics of Chengdu’s regional market, they tailored the menu for local consumers, reducing staples and increasing beverage offerings.
Meanwhile, Hangzhou, a historic city in China’s Zhejiang province, witnessed Pizza Hut’s culinary magic during Jeff Chang’s “Future 2.0” concert. As fans flooded Hangzhou’s Olympic Sports Center Stadium, Pizza Hut extended its services to the stadium, ensuring on-site concert attendees had access to excellent meal options throughout the event. Starting from 4 p.m., as spectators began to arrive, Pizza Hut’s stall saw bustling activity and staff members diligently packed orders and prepared meals, keeping the service running until around 10 p.m.
KFC’s KCOFFEE in Guangdong province has also embraced the concert opportunity, serving over 150,000 dedicated fans during Mayday’s five consecutive nights at the Guangzhou Olympic Center. Setting up two outlets inside and outside the venue, KCOFFEE staff ensured fans enjoyed high-quality meals during the events.
Xiao Xu, a devoted Mayday fan from Jiangsu, shared her concert experiences, “I attended two Mayday concerts back-to-back in different cities. In Guangzhou, KCOFFEE ingeniously incorporated Mayday’s lyrics into the design of their pop-up store, creating a uniquely immersive atmosphere for fans.”
With the concert frenzy persisting in the post-pandemic era, young consumers are adopting more rational spending habits. For example, they have started to embrace relatively affordable entertainment options like concerts and exhibitions, fueling rapid growth in various offline activities. Yum China, being fully aligned with these evolving trends, is well positioned to seize new opportunities and will continue to expand its presence and enhance consumer engagement across various consumption scenarios, including concerts.
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