F&B brands are tapping into unconventional wedding occasions

Despite the ongoing decline in China’s marriage rate, more young people are embracing modern views on marriage. Weddings are shifting away from traditional ceremonies and formalities, with a greater focus on self-expression and personalized experiences. Many couples now opt for small, stylish, minimalist weddings, cutting out lengthy rituals. Some are choosing destination weddings over banquet celebrations. The emphasis has moved from fulfilling parental expectations to crafting a wedding that reflects their individuality. On Xiaohongshu, the hashtag #destinationwedding has racked up over 580,000 posts and more than 150 million views.

Posts about destination wedding on Xiaohongshu.

Young couples are even incorporating their favourite milk tea and spicy snacks into their wedding receptions. Brands like Heytea, Chagee, and spicy snack brand Prince Spicy (麻辣王子) have seized this opportunity to offer custom wedding services and launch seasonal campaigns during peak wedding periods.

Heytea drinks, repackaged in festive designs, have become popular beverages at wedding banquets. Image: Xiaohongshu @Heytea沈阳团餐

In recent years, Heytea has set up pop-up stores at marriage registration offices in major cities during the 520 and Qixi festivals. On 520, newlyweds could receive exclusive drinks and gift bags (featuring brand merchandise), with photo spots and interactive installations available on-site. Image: Weibo @喜茶

CHAGEE's dark red cups with gold floral patterns have become a popular choice for engagement banquets, with social media buzzing about how photogenic they are. In recent years, CHAGEE has been upgrading its packaging with a Chinese tea-inspired design, perfectly aligning with the rising trend of modern Chinese-style weddings. Image: Xiaohongshu @全幼儿园最胖麦香鱼 @摄影师小强

Spicy snack brand Prince Spicy has made its way into weddings as a fun treat and wedding favour. The snacks are even used in door games during the bride-pickup tradition. The brand has also launched a campaign on social media, recruiting couples to host “spicy weddings” as part of their goal to complete 100 themed weddings. Couples who sign up stand a chance to receive a wedding gift box filled with Prince Spicy products. In return, the couples are required to share photos and videos of the snacks being served as wedding treats, favors, or game props on their big day. Image: Xiaohongshu @麻辣王子

For many millennials and Gen Z, McDonald’s is more than just a fast-food chain; it’s a place filled with fond memories. Some couples have even held their weddings at McDonald’s.

A couple in Guangdong hosted their wedding there, with McDonald’s products featured on the banquet menu. Image: Xiaohongshu @商业故事汇~老许

While some couples don’t hold their weddings directly at McDonald’s, they opt for McDonald’s-themed wedding designs and decorations. Image: Xiaohongshu @海泛文化摄影工作室

Wallace’s Hangzhou store collaborated with the animation film White Snake: Afloat to create a “Song Dynasty Wedding Banquet.” They introduced a wedding-themed meal set and special merchandise, blending iconic elements from the film into the decor and menu, making every diner feel like a guest at Xu Xian and Blanca’s wedding feast.

Wallace X the film White Snake: Afloat to create “Song Dynasty Wedding Banquet.” Image: Xiaohongshu @ 华莱士

Wrapping up

Food and beverage brands are tapping into the wedding occasions by launching custom wedding-themed packaging. Unlike regular gatherings, weddings carry deeper cultural significance as a major life moment. Brands can embed their products as symbols in these key ceremonial moments. Through social media sharing, they can build lasting brand visibility and discussions, potentially encouraging consumers to associate the brand with important milestones and make it a go-to choice for adding a sense of ceremony.